To focus on 'smaller, more localized promotions'
Microsoft will not attend this year’s Gamescom (August) and Tokyo Game Show (September) trade events.
Looks like Microsoft will not attend Gamescom in August. Here's their official statement:
And, they will also pass-up the Tokyo Game Show, which will take place in September.“In the lead up to the launch of Halo 4, Gears of War: Judgment, Forza Horizon, Fable: The Journey and Dance Central 3, among other titles and entertainment experiences, Xbox is focusing on smaller, more-localized experiences for customers, partners, retailers and press around the world.
“As a result, Xbox will not be exhibiting directly at gamescom in Cologne, Germany in August this year. Selected Xbox titles will still be showcased by our publishing partners at the event, and we wish the BIU well for the show.”
Microsoft director of programming Larry "Major Nelson" Hryb said the following:
However, they promised more promotional activities for Japan.“As you saw at E3, we have a solid line-up of games launching this holiday, along with other entertainment experiences. We’ve changed our approach a little, though,” said Hryb.
As a result of that "smaller, more localized" marketing focus, Microsoft's wares "won't be taking part in Gamescom or Tokyo Games Show this year." Hryb noted that "both are still important shows for the industry, and we do wish the organizers well."
NEWS SOURCE #1: Microsoft a no-show at Gamescom (via) VG247
NEWS SOURCE #2: Microsoft to skip Gamescom Tokyo Game Show (via) Gematsu
Our thanks to 'Gauss' for this news item!