Joystiq has a short piece up talking with Windows (GFW) Marketing Director Kevin Unangst and PR Manager Michael Wolf about the future of the 'Games for Windows' initiative. With the launch of Vista, Microsoft is making a big push to turn PC games into a 'console-like' cohesive brand. Instead of relying on the good name of individual publishers to sell titles, Redmond is requiring that all titles use similar packaging and a distinctive logo. Along with the new gamer-centric features in Vista, and the tie-in to Xbox 360 with 'Live Anywhere', this is meant to reinvigorate the PC games market for the sometimes not-so-savvy consumer. From the article: "By making gaming a priority in the Vista experience, Microsoft is molding a powerful pairing of the Games for Windows and Xbox 360 brands. To some extent, this is based on a hope that Live Anywhere will be embraced by GFW developers and publishers, pulling Xbox Live (and your Gamertag) outside of the 'Box, in turn encouraging an unrivaled virtual community. But there are simpler touches that also spark our interest. For example, start up Vista's Minesweeper, connect your 360 controller, and enjoy a subtle rumble each time you slip up. It's the melding with the familiar that will drive new and lost consumers to the Games for Windows brand."
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