• Reuters, Thursday, November 9, 2006 12:30 PM

As all eyes turn to the pending launch of Sony's PlayStation 3 and Nintendo's Wii, Microsoft Corp. has completed stage 1 of its Xbox 360 sales strategy: getting the console to hardcore gamers. After selling 6 million units worldwide, the software giant announced earlier this week that it's introducing television and movie downloads to Xbox Live, Microsoft's online gaming hub for its consoles, which has 4 million subscribers.

Peter Moore, vice president of Microsoft entertainment and devices, says such moves represent the next step of getting to the moderate gamer. Before Xbox 360's launch, Bill Gates and other high-ranking Microsoft executives said they wanted the new console to be the de facto entertainment hub for the home. Acquiring moderate gamers, and casual gamers after that, will be key to achieving this.

"Casual" gamers are those who prefer quick-hit puzzle, card and strategy-type games. They are often women. For now, there's no reason for them to buy a $400 Xbox 360 to play "Freecell" or "Hearts," but the idea is to get other members of the household to buy the system first.

Regarding the TV and movie download and rental service, Moore said that within three weeks Microsoft would have nearly 15 programming partners. So far, Microsoft's partners include Time Warner, Warner Bros. and Viacom's MTV Networks.

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