With a backdrop of rollercoasters and gaming dignitaries from around the world, we sat down with General Manager of Xbox worldwide J Allard, to discuss the future of the machine as it enters its most critical phase to date.
After just three hours sleep and a few minutes of haranguing Peter Molyneux, we managed to escape from one of the many parties being thrown. J was fresh of face and in buoyant mood. A little dazed at being coerced, dragged and shepherded by a whole bunch of assistants, organisers and FBI-types with radio mikes, we found a quiet corner and had a chat.
Question: J, you made some interesting comments relating to the future of the Xbox. You seemed to be saying that the machine is evolving into more of a generic hub for home entertainment. It was the strongest hint at this to date. Can you elaborate on this, please?
J Allard: Well, there’s still so much to do with gaming. I believe that gaming will become more a part of everyone’s entertainment experience around the world. The cornerstone of what the Xbox is is world-class gaming. But if you take gaming forward, it becomes more like traditional media rather than not. So we’ll be taking Xbox online with Xbox Live and creating the notion of broadcast-based gaming that will share more properties with television than not. A lot of people will talk about convergence and I think there will always be TV, film, books and games that will be independent, but I think that gaming will really pioneer what digital entertainment will become.
Q: Without question, the Xbox and Xbox Live will become the biggest target for the hacking community. How does this figure in your thoughts?
JA: Well, it’s flattering in a way. I think that it’s the expectations and performance and the calibre of the system we have created. Everybody wants to play around with the most potent consumer electronics device ever created: we are still the top dog in that category. But the other component, aside from the flattery, is we want to create a very safe and simple experience for gamers to use online. We have a responsibility to them, so we have to, and will be hardcore in keeping the cheaters back and stopping people from hacking the servers.
Q: What exactly does ‘military-grade security’ entail?
JA: I’ve learned that the less information you allow into the public domain, the safer you are (laughs).
Q: About the Rare purchase, how much did it cost? It’ll crop up in your financial reports in a month or so, so you may as well tell us!
JA: The figure I’ve heard is $375 million
Q: That’s more than even the highest estimates! We broke that story, you know?
JA: (looks mildly threatening) Yeah, I know. It’s a very, very big acquisition, not just for Xbox but for Microsoft. In fact, it’s the firm’s sixth biggest ever acquisition. It really underscores our commitment to this industry. We all grew up playing Rare games. They have sold over 90 million copies around the world. It has created in the past five years over a billion dollars in revenue. it is a very, very successful games creator and we are more pleased than ever to welcome them to the Xbox circle.
Q: What do you think about Nintendo’s exit strategy from the Rare negotiation table? I mean, they’ve thrown a few stones on the way out.
JA: Well, I don’t really focus on that. The Stamper Brothers have done some phenomenal work, and I think that for anyone to cast any cloud or any shadow over what they have done for their partners in years gone by is a bit of a disservice. They have created some of the most valuable and anticipated properties in the industry and I’m glad to see them coming to the most powerful system ever created.
Q: So, what about you? J Allard has come from a job at Microsoft to being seen as one of the most important figureheads in the global games industry. How does that feel?
JA: Not really. I actually don’t like doing the press stuff. I do it because I believe so much in the product and I want it to succeed and I want the message to get out and perhaps more than anyone in the world, I’m passionate about Xbox. My goal has never been to be important in the industry, or to be a figurehead.
Q: Yeah, but how does it feel?
JA: It feels good in a way, but it’s intimidating also. I mean it’s great, because the position I’m in lets me go and harness the dreams and talk to the games creators and understand what their visions are and help them bring them to reality. As a gamer for life, I have always enjoyed what’s been done, and now I want to help them to get more out of their creations. I’m now in place to accelerate that.
Q: What’s your favourite game of all time, then?
JA: My favourite game of all time is Robotron. You know, it’s one of the most frenetic experiences with one of the most innovative control systems. It’s never ending and it keeps me on the edge. I think that the most important videogame ever is Mario 64. Mario 64 is the literature of modern gaming and its remarkable that in the six or seven years it’s been out, it has never been superseded. It amazes me that so very few games designers have taken important cues from it. The camera work, the level design, the progression, everything.
Q: It’s all about the love J, it’s all about the love.
JA: Exactly! They put so much love into the character, Miyamoto is a genius and Mario remains the literature.
Q: Still driving the Ferrari?
JA: (grins) I am.
Q: Still loving it?
JA: I am. But I was thinking of upgrading it to a Mini Cooper! (winks)
As ever it was a great pleasure to talk to J and we’d like to thank everyone at Microsoft who made this possible.
After just three hours sleep and a few minutes of haranguing Peter Molyneux, we managed to escape from one of the many parties being thrown. J was fresh of face and in buoyant mood. A little dazed at being coerced, dragged and shepherded by a whole bunch of assistants, organisers and FBI-types with radio mikes, we found a quiet corner and had a chat.
Question: J, you made some interesting comments relating to the future of the Xbox. You seemed to be saying that the machine is evolving into more of a generic hub for home entertainment. It was the strongest hint at this to date. Can you elaborate on this, please?
J Allard: Well, there’s still so much to do with gaming. I believe that gaming will become more a part of everyone’s entertainment experience around the world. The cornerstone of what the Xbox is is world-class gaming. But if you take gaming forward, it becomes more like traditional media rather than not. So we’ll be taking Xbox online with Xbox Live and creating the notion of broadcast-based gaming that will share more properties with television than not. A lot of people will talk about convergence and I think there will always be TV, film, books and games that will be independent, but I think that gaming will really pioneer what digital entertainment will become.
Q: Without question, the Xbox and Xbox Live will become the biggest target for the hacking community. How does this figure in your thoughts?
JA: Well, it’s flattering in a way. I think that it’s the expectations and performance and the calibre of the system we have created. Everybody wants to play around with the most potent consumer electronics device ever created: we are still the top dog in that category. But the other component, aside from the flattery, is we want to create a very safe and simple experience for gamers to use online. We have a responsibility to them, so we have to, and will be hardcore in keeping the cheaters back and stopping people from hacking the servers.
Q: What exactly does ‘military-grade security’ entail?
JA: I’ve learned that the less information you allow into the public domain, the safer you are (laughs).
Q: About the Rare purchase, how much did it cost? It’ll crop up in your financial reports in a month or so, so you may as well tell us!
JA: The figure I’ve heard is $375 million
Q: That’s more than even the highest estimates! We broke that story, you know?
JA: (looks mildly threatening) Yeah, I know. It’s a very, very big acquisition, not just for Xbox but for Microsoft. In fact, it’s the firm’s sixth biggest ever acquisition. It really underscores our commitment to this industry. We all grew up playing Rare games. They have sold over 90 million copies around the world. It has created in the past five years over a billion dollars in revenue. it is a very, very successful games creator and we are more pleased than ever to welcome them to the Xbox circle.
Q: What do you think about Nintendo’s exit strategy from the Rare negotiation table? I mean, they’ve thrown a few stones on the way out.
JA: Well, I don’t really focus on that. The Stamper Brothers have done some phenomenal work, and I think that for anyone to cast any cloud or any shadow over what they have done for their partners in years gone by is a bit of a disservice. They have created some of the most valuable and anticipated properties in the industry and I’m glad to see them coming to the most powerful system ever created.
Q: So, what about you? J Allard has come from a job at Microsoft to being seen as one of the most important figureheads in the global games industry. How does that feel?
JA: Not really. I actually don’t like doing the press stuff. I do it because I believe so much in the product and I want it to succeed and I want the message to get out and perhaps more than anyone in the world, I’m passionate about Xbox. My goal has never been to be important in the industry, or to be a figurehead.
Q: Yeah, but how does it feel?
JA: It feels good in a way, but it’s intimidating also. I mean it’s great, because the position I’m in lets me go and harness the dreams and talk to the games creators and understand what their visions are and help them bring them to reality. As a gamer for life, I have always enjoyed what’s been done, and now I want to help them to get more out of their creations. I’m now in place to accelerate that.
Q: What’s your favourite game of all time, then?
JA: My favourite game of all time is Robotron. You know, it’s one of the most frenetic experiences with one of the most innovative control systems. It’s never ending and it keeps me on the edge. I think that the most important videogame ever is Mario 64. Mario 64 is the literature of modern gaming and its remarkable that in the six or seven years it’s been out, it has never been superseded. It amazes me that so very few games designers have taken important cues from it. The camera work, the level design, the progression, everything.
Q: It’s all about the love J, it’s all about the love.
JA: Exactly! They put so much love into the character, Miyamoto is a genius and Mario remains the literature.
Q: Still driving the Ferrari?
JA: (grins) I am.
Q: Still loving it?
JA: I am. But I was thinking of upgrading it to a Mini Cooper! (winks)
As ever it was a great pleasure to talk to J and we’d like to thank everyone at Microsoft who made this possible.
Read More Like This