We Have to “Fudge” Information to Sell 4K and HDR Gaming: Microsoft
4K and HDR gaming is relatively new to the console market and not everyone understands the difference between the standard HD and HDR. It is really difficult for marketers to market HDR and 4K gaming, especially, when the content they show isn’t being viewed in 4K and HDR.
So in order to better market the technology, information is often fudged, according to Microsoft. “Showing people what 4K and HDR look like is really hard when you’re not watching the thing in 4K or in HDR,” said Microsoft.
One example of shady advertising recently came to light through a Microsoft ad for Xbox One S. Microsoft released new Xbox One S ad that is a little misleading, according to a number of viewers. The ad starts with a man playing Madden NFL with his grandma and he keeps repeating the sentence “the new Xbox One S has 4K Ultra HD resolution.”
This Xbox One S ad implies that the new machine has the 4K resolution for gaming since both persons on the screen are playing a game, not watching media content, a novice may end up thinking that the console has the 4K resolution for gaming.
After community backlash, Microsoft removed this ad from YouTube. This an example of “fudging” information but it wasn’t being done in an honest way like Microsoft apparently intends to do.
“How do we market that and be honest. You have to fudge things a little bit to show the differences, but you want to do it in a way that’s honest. So even telling customers what it looks like, we have to go through that journey”
4K and HDR gaming needs to be properly marketed and we understand the hurdles these companies face while marketing such technology. Hopefully, we will see a better strategy going forward from both Sony and Microsoft.
Do you think “fudging” information is acceptable if done in an honest way?
Source: Major Nelson