Microsoft is cooking up a host of family friendly games in a bid to corner the casual market currently bossed by Nintendo.

Specifically, says Microsoft Asia-Pacific's Alan Bowman, the platform holder intends to cater for different age groups by releasing cartoon-based titles and word-puzzle games in a bid to compete with the Wii.

"We're doing a lot in broadening the content for the Xbox 360," said Bowman.

"A key strategy for us is to give broad choice for people. You need to provide content which broadens your base of users from core gamers to different age groups… If you look at Guitar Hero, it's something which can be played by the whole family, by kids, males, females, adults.”

Bowman added that British developer Rare will play a central role in Microsoft’s family friendly push.

"Now they're starting to produce games with very, very broad appeal. Kids also love our Viva Pinata Party Animals game, so it's games like that."

Microsoft Game Studios’ Phil Spencer said recently that Rare’s development of a DS version of Viva Piñata was important in helping the company “... understand what it means to build lightweight, maybe shorter session experiences, and maintain that design innovation”.



News-Source: Next-Gen