Gearing up for Xbox launch; A growing contingent of marketers, developers and programmers are preparing to lead Microsoft's charge against Sony's dominant PlayStation 2 game console.

Advertising Age, November, 2000 by Elkin, Tobi

Microsoft Corp.'s Xbox video-game system is a year away from launch, but plans for the software giant's entry into the console market are in high gear. Microsoft's ballyhooed Xbox is the prime focus of a growing army of developers, designers and programmers as well as sales and marketing folks who each have, they claim, the best jobs in the company just now. The Xbox, which Microsoft has pledged to back with $500 million in global marketing, is expected to roil the interactive entertainment waters when it debuts next fall. It will enter a console landscape already dominated by Sony Computer Entertainment America's powerful PlayStation franchise. Even so, some analysts and industry pundits contend it's as good a time as ever for Microsoft to enter the console market, as...

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