The new design has been developed by digital agency AKQA. Featuring full-motion video, the site highlights a range of Xbox services including games, movies and music, as part of Microsoft's drive to broaden the Xbox audience by repositioning it as an entertainment rather than gaming platform.
AKQA Film produced a series of six HD-quality short films to provide the backdrop for the new design.
The revamp follows Microsoft's launch of a global integrated marketing campaign last week. The work encompasses TV, outdoor, print, POS and digital marketing, supported by PR outreach, social networking and direct customer communications.
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