“Kinect is the largest, most integrated marketing initiative in Xbox history, bigger than its launch,” said Robert Matthews, general manager of global marketing communications for Xbox. “We are going to be spending millions to launch this globally.” Microsoft launched Xbox in July 2000 with a $500 million marketing campaign, but part of that went to subsidies to make the hardware more affordable.

This time, the price (rather over-price) of Kinetic is an issue again. Ultimate branding and marketing might cover that up. But unfortunately, Microsoft is known to screw-up with their marketing efforts. Consumers were not happy with the marketing campaign of Windows Phone 7. Also, Microsoft had to close down Massive an in-game advertisement service.

Microsoft really needs to do the marketing bit right this time. The fact that Microsoft will have a lot to compete with stresses the importance of this campaign even more. Apple, Google, Sony and Nintendo are only a few of the market rivals in the various sectors that Microsoft operates in, and is pushing hard this year.