Microsoft's Chris Satchell has commented that MS want to disrupt the video game industry and reach the billions of people that are watching TV. Satchell outlayed a three step approach, which began with focusing on the core market and then jumping into the casual sector who becomes intimidated by a title such as BioShock.

Quote:
As Nintendo was starting to introduce Wii to the industry (when it was still called Revolution), they constantly used the buzzword "disrupt." Nintendo President Satoru Iwata said the Nintendo DS was "disrupting development" and Wii was meant to "disrupt console gaming" -- and that's exactly how Microsoft phrased their three-pronged approach to expanding the videogame market at Gamefest 2007.

"How do we disrupt this industry and reach the billions of people that watch television?" asked Microsoft Game Developer Group General Manager Christ Satchell during his keynote.

Satchell's presentation harped upon a three-step approach that started with catering to the core market and moving to the casual (or non-user) that's intimidated by an ambitious experience like BioShock or jumping into an online multiplayer session of Halo 3.