The first aspect of all three major consoles we will examine is the name. Although it may seem redundant, it is an important marketing decision which can do a lot for a product and one in which manufacturers have invested in greatly over the past years. The creation of a strong brand name is, as Sony’s story demonstrates, an important way of reaching your sales targets.
Microsoft
This time around it is Microsoft attempting to make a name for itself and it is the Xbox’s successor that is in search of a title. Throughout the development process the next-generation Xbox has been known as Xenon although Microsoft officials have been quick to deny any possibility of that name escaping beyond the confines of the company’s R&D department. The first rumor regarding the name of the next Microsoft console started making the rounds soon after the original Xbox launched when it was discovered that Microsoft had been buying Xbox Next domains.
From as early as last year MS had started surveys examining possible names and public reaction to them. The names involved then included Xbox HD, Xbox 247, Xbox E, Xbox 2, Xbox EV, Xbox 360, Xbox FS, and Xbox NE. Although initially Xbox Next was a favorite it was quickly replaced by Xbox 2 and, more recently, by Xbox 360. You can find some information about the Microsoft name survey in the MG XBox Full Circle report. As launch time approaches however and partly due to a High-Definition keynote speech at this year’s GDC by MS’s J. Allard, Xbox HD seems to be the current front-runner although the possibility of the lack of a hard drive on the new console may complicate things since HD is often used as short for hard drive. It is expected that E3 may be the point when Microsoft actually christens the new Xbox since its estimated holiday 2005 launch would give the company just about enough time to attempt and etch the name on our unconscious.
Sony
Sony, in contrast to Microsoft, has already worked hard on establishing a name for its consoles and the Playstation name has become an indication of pedigree to such an extent that even the new handheld by the company has adopted it. It would be foolish of Sony to waste such a strong and well-established name and although company executives insisted on not commenting on the PS2 successor, lately official whispers have revealed that Playstation 3 is the obvious name for Sony’s new console.
Nintendo
Nintendo has been forced to third place in the current battle of the consoles, partly due to Microsoft and Sony’s aggressive PR campaigns and partly due to the company’s choice to focus on traditional Nintendo values. This time however, Nintendo will be attempting to combine what gamers want with the company’s trademark gaming style. If the company’s new handheld, the DS, is an indication of things to come, Nintendo plans to innovate technologically and to focus on those innovations with aggressive marketing, as the Touch Me campaign clearly demonstrates. In that light the choice of Nintendo Revolution as a name for the GameCube’s successor does not seem too surprising. The current name for the console within Nintendo is N5 and some rumors have suggested names ranging from GameCube 2 to Nintendo 21, to this day however Revolution remains the most likely option.
Time for a Change