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Microsoft skipping Tokyo Game Show and Gamescom to focus on 'smaller, more localized promotions'


Microsoft's scaling back its three-fold approach to annual gaming conventions, today announcing that it'll skip both Germany's Gamescom in August and Japan's Tokyo Game Show in September. "This year, Xbox will be focusing on smaller, more localized promotions and experiences for press, partners, retailers and customers around the world," Microsoft director of programming Larry "Major Nelson" Hryb said on his blog this morning.

As a result of that "smaller, more localized" marketing focus, Microsoft's wares "won't be taking part in Gamescom or Tokyo Games Show this year." Hryb noted that "both are still important shows for the industry, and we do wish the organizers well." Microsoft is the second of the big three console manufacturers to bow out of Gamescom, with Nintendo announcing as much earlier this year. Microsoft also attended its last Consumer Electronics Show this past January, signaling to many that the company was turning to Apple-style one-off press events.

The Kirkland, Washington-based publisher showed off Halo 4 and "Smart Glass" as major components of its E3 2012 press conference. The company is apparently confident enough in its already announced holiday lineup to skip the largest public game show on the planet.

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