Saturday, June 8, 2013

XBOX - The Era of The 'Male Gamer' Is Over.

Someone who earns money will buy one of these,
and let you use it.

If you're male and between the ages of 12-54, you know that Microsoft "unveiled" its new flagship version of its flagship timewaster, the XBOX. You also know that Microsoft could give a shit less about you as a market. And this enrages you.

For the last decade Microsoft (and its ilk) have given your 'market segment' a lot of attention and influence in the culture. How else do we explain unemployable fat dudes with million-plus views on their "How to Play [Game Title]" videos?

"Gaming" has been elevated culturally to a legitimate activity, right on par with home maintenance, childcare, and even slightly above food service (as if to cement it's prerequisite social privilege).

But here's another reality: employment among the 18-49 male 'market segment' is at an all-time low, and all indicators point toward a continuing downward trend.

You have no money, and Microsoft knows it.

But your parents and your employable female relationship (wife? girlfriend? relative?) are somehow content to let you sit about in their basements and spare rooms as if keeping you out of trouble was the last/best thing to do while they go about earning.

To the people who are earning incomes, "gaming" is not really a priority. So XBOX is being marketed to them for the activity they enjoy: watching television. Everybody in the world knows XBOX plays games, and that's precisely what you'll be doing while the income earners are working and sleeping.

So for a few hours a day you'll sit and fume at how "disengaged" your immediate relations are while they sit "passively" in front of the TV, oblivious to the fact that this is exactly how they see you while they are out actively engaged in the real world.


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