Don't let Uncle Bill turn you into a zombie
By MIKE BERMAN
Scripps Howard News Service
December 10, 2003

Uncle Bill strikes again - but this time he wants to tell us what games to buy.

Proclaiming that "Windows XP is the best platform for PC gaming today," Bill Gates and the Boys from Redmond are introducing the phrase "Games for Windows" for games that have been developed for the Microsoft Windows operating system.

Gamers are now able to go to www.microsoft.com/windowsxp/games to access the new Windows XP Game Advisor, which "suggests" which games best match specific age groups and genres. While there, they have access to Windows XP Extras, which includes free downloadable game add-ons. Plus the site offers "how-to articles, tips, the hottest new gaming hardware and software for Windows XP and more," according to the latest press release from Microsoft.

Is this an obvious marketing ploy to tear us away from our XBoxes, Playstations and Gamecubes and sell more boxes of WIndows XP? You bet!

Will it work? Right again!

There are already several of the most innovative game publishers on board including Valve (Half-Life 2), Buena Vista Interactive (TRON 2), Square Enix (Final fantasy XI), Eidos (Commandos 3) and Ubisoft (Uru: Ages Beyond Myst). This means that more and more games will be exclusively developed - or enhanced - to work with XP.

Now, obviously this isn't geared toward hard core, but is intended to influence the millions of children, parents and grandparents who really aren't sure of what they want to get Johnnie or Jane for Christmas - and to sell more Microsoft hardware and software created to "enhance" our gaming experience.

In fact, this new marketing ploy resembles one tried by AMD several years ago, where games would proclaim that they worked best when played on PCs that had an AMD processor.

Now, although the AMD logos have disappeared from the game boxes, most of those addicted to games have developed a cult-like allegiance to AMD.

I can see it now - a generation of zombies chanting "Games for Windows XP" as they converge on their neighborhood software boutique demanding games anointed by Uncle Bill.

Be strong! Declare your independence by proclaiming you will not be swayed by marketing ploys, no matter how enticing they may seem.

And, above all, enhance your gaming experience by making your own decisions.

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