Microsoft exec: Xbone nickname for Xbox One will likely "stick" around

 

The nickname "Xbone" quickly became an Internet meme when the Xbox One was first announced in May, mostly as an unflattering way for gamers to offer their opinions on the Xbox One's ssed game and DRM policies. Even after Microsoft reversed those DRM decisions, the "Xbone" name continued to be used, and Microsoft even acquired the Xbone.com domain name earlier this summer, perhaps as a way to keep the URL away from Xbox One haters.

However, it looks like Microsoft, at least in some circles, is coming to terms with the "Xbone" name. In a recent interview with Gamespot, Microsoft Studios head Phil Spencer said, " ... I think it's going to stick ... I think we can say we don't like it as much as we want, but it's a clever use of the name. Probably not the most flattering name, but I think it's going to be there."

Indeed, Spencer admits that the nickname is a clever merger of the Xbox One brand and said that when the "Xbone" name came up on the Internet, it "bugged" him that he didn't see is ahead of time, even though the Xbox One name had been suggested for months inside Microsoft as a name for the console.

Even if Spencer thinks the name is clever, he also added that he doesn't expect "Xbone" to suddenly show up in an Xbox One ad campaign from Microsoft. However, the official Xbox UK Twitter account did use the term, complete with a visual, when it tweeted a message to rapper SnoopDogg a few weeks ago

Source: Gamespot | Image via Microsoft

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"Who is going to be the top dog in the first XBone competition and take home the doggy bag of prizes along with the big XBone trophy.."

I can see it taking off and being used in a positive light. Most of us have been calling it the xbone for years as it is so no big surprise to most of us, even though some media did try to spin it as a negative when the x1 debuted..

Yeah if I had to shorten the name, I'd say XB One also, but would most likely use full name.
I'd feel like an idiot saying xbone, not to mention that most people wouldn't have a clue what that meant, and look at me like I'm on crack or something.

yeah I I find it more funny people get upset about people saying it.
who cares lol I was using xbone before I thought about it meaning anything more.

I guess you could say that Microsoft has turned the Xbone around since they've been throwing gamers so many bones since the launch, but the name is still stupid.

Geezy said,
MS are the only ones keeping the name in the news

Except, you can't read any forum post or blog where someone doesn't comment on the name or even use it in a sentence.

I meant in any official capacity. News sites aren't using the term except when MS is. People in the forums have always invented their own terms for brands.

As if we needed a demonstration of what a Skull and Cross bones looks like lol

That said, that picture is is a skull and cross swords, not cross bones

the easiest way to get rid of a derogatory name is to embrace it and take away the negative correlation between xbone and xbox one.

Are they also coming to terms with that it's not about the usual kind of bone, but the one used for boning or being boned (and its more explicit counterparts), which is the actual reason why it is so childishly funny?

Phil Spencer is kind of a moron. Glad Marc Whitten is in charge of Xbox and Stephen Elop is taking over devices.

Honestly don't know why they seem to care so much about this. A derogatory term exposes immature trolls and instantly invalidates opinions. They should stop whining about it.

Avatar Roku said,
Honestly don't know why they seem to care so much about this. A derogatory term...

There are companies that exist for a single reason: to manage brand perception. Xbone is a negative connotation of the xbox brand, and therefore a liability to the brand perception. A liability that can hurt sales, and impact profits.

You'll find the first thing they try to do is engage the community to not use the term. If that fails, they'll try to "own" the term; make it a "good" word. If that fails, they'll pretend it doesn't exist (this is marketing 101), but I have a feeling with the twitter account using it that they're going to try really hard to "own" the word.

greenwizard88 said,

There are companies that exist for a single reason: to manage brand perception. Xbone is a negative connotation of the xbox brand, and therefore a liability to the brand perception. A liability that can hurt sales, and impact profits.

You'll find the first thing they try to do is engage the community to not use the term. If that fails, they'll try to "own" the term; make it a "good" word. If that fails, they'll pretend it doesn't exist (this is marketing 101), but I have a feeling with the twitter account using it that they're going to try really hard to "own" the word.

Negative? I thought xbone was a good name to be honest