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April 24, 2013

Pizza Hut Breaks into Xbox Gamers’ Homes, Microsoft Delivers

by KevinW

In retrospect, the recent move by Pizza Hut into the world of video gaming seems like an obvious alignment of connecting a particular target demographic to products that they enjoy. The details of this collaboration are outlined in this BrandChannel article: http://www.brandchannel.com/home/post/2013/04/23/Pizza-Hut-Xbox-Live-App-042313.aspx.

Pizza and video gaming go together naturally, especially when the consumer’s credit card information is already stored in the Microsoft archives. Placing a Pizza Hut app within the Xbox platform makes access to hot, cheesy pizza all the easier for teenagers and young adults who plan on spending the next few hours on the couch enjoying the newest Xbox release. Both Pizza Hut and Xbox understand the pervasive tendencies of their target market and identified the great overlap between the two brands in the context of the gaming experience. With the integration of Internet capabilities to the Xbox platform, connections between digital content and more tangible goods were inevitable. Being the first such collaboration, this joint enterprise opens the door for Microsoft to leverage Xbox further as a portal for sales of other products relevant to the gaming experience, and increase the overall relevance of the Xbox to its customers. Competitors like Nintendo’s Wii have provided access to the Internet, but have not yet succeeded in making the consoles into comprehensive media  platforms that retain customer engagement across activities beyond gaming and provide additional value beyond quality gaming experiences.

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