The software giant has commissioned digital consultancies Lateral and Agency Republic to revamp Xbox's 10-month-old promotional site. The revamp will be part of an integrated push to open up the console's appeal to a broader audience.
The site will feature a new navigation system and a lighter colour scheme. Existing members of playmore.com will retain user names and passwords.
The new design will replace the original hardcore gamer-focused launch site developed by web agency Dare Digital and ad agency Bartle Bogle Hegarty for the Xbox's launch campaign in March this year.
Thomas Schulze, European online manager at Xbox, said the site's "lighter look and content will resonate with the more mainstream gamer".
Agency Republic has also produced a 24-page print advertorial to back Playmore.com. It will be sent to 10,000 people in the entertainment and media industry around Europe. An interactive DVD will also be available.
As part of the promotion, called 'Xbox Difference', the brand will headline sponsor Robbie Williams' European tour, which begins on 28 June 2003.
Touring eight countries, Xbox will provide demo pods at selected venues.
An Xbox two-trailer roadshow will also tour concerts and festivals across the UK, France, Germany, Italy and Spain.
.jpg)
.jpg)