Chris Early, Microsoft?s newly appointed manager for Games for Windows Live, updated E3 attendees on what he called significant progress in the PC gaming category.
Hellgate: London is picturedEarly said during a meeting today in Santa Monica that the Games for Windows initiative has seen ?great progress,? with expansions across marketing, products and portfolio.
He expects 60 Games for Windows titles to hit retail by this holiday.
In order for games to obtain the Games for Windows branding on packaging, Microsoft tests games in 25 areas, such as ease of installation, parental controls and widescreen capabilities. Clear labeling allows retail consumers to more easily identify PC games.
The problem is that many big-box retailers still offer relatively little shelf space for PC games, and often these areas are a mess?games are organized with the spine out, they?re mixed in with productivity software, etc. Labeling doesn't matter when shoppers can't see it.
However, Kevin Unangst, global director for Games for Windows, said that Microsoft has made strides in PC games? retail presentation, investing heavily in stores like Best Buy, GameStop and Circuit City. Microsoft is still working on presentation in stores like Wal-Mart and Target, whose PC game sections are generally more disorganized.
Early added that Microsoft essentially has to ?buy shelf space? by investing heavily in the release of quality PC titles. The goal is to show retailers that PC games can generate significant revenues.
Games for Windows is also beginning its rollout in Europe. Overall, Unangst insisted that the program?s ?progress is fantastic.?
Microsoft hopes that its continuing push for PC gaming will help drive sales for big upcoming PC titles like Crysis, Age of Conan and Hellgate: London.
Early also mentioned that Microsoft is creating a ?front end? to Games for Windows Live in the vein Xbox 360 Dashboard. Currently, Games for Windows Live users have to have a Game for Windows Live title such as Shadowrun in order to use Live features
