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Microsoft aiming for Nintendo's family market


Not content with simply attracting the hardcore gamer demographic, Microsoft has been working overtime to build a more family-friendly image for the Xbox 360, in a move that's clearly working to capture the same audience currently hypnotized by the Nintendo Wii.

Develop Magazine profiles Microsoft's new angle, which includes cartoon downloads on Xbox Live Marketplace and marketing campaigns focused around the Xbox 360's newly revamped parental controls. In addition to these strategies, Microsoft also plans on pushing more casual gaming titles to Xbox Live Arcade, as well as relying heavily on developer Rare to help deliver family-friendly content to the console.

Rare's time spent developing for the Nintendo DS has apparently given them new insight into how Nintendo works its magic mojo -- valuable knowledge for Microsoft as it plans its assault (many Bothans likely died for the information).

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