Xbox Fable 2, Lips & Gears of War 2 Brainstorm to Delivery 12/7/2018 5:52 AM Xbox Fable 2, Lips & Gears of War 2 Brainstorm to Delivery Charles Duncan Jr. AKQA © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

6 Global Offices

Innovation Through Collaboration

Waterfall Bad for Innovation

Iterative Great for Innovation

Areas of Collaboration

Fable 2

Marketing Channels Console Game Website Online Game Mobile Game Xbox Arcade Games Online Banners Facebook TV

Multichannel Integration

Chicken Kickin Games

Lips

Silverlight 2 Web Experience

Collaboration Areas Creative and Dev teams needed to understand rewards and limitations to using new technology Optimizing video shoot for website playback

Gears of War 2

Community Collaboration Finding clues to unlock content Submitting content that would end up on the site Unreal Engine 3 Unprecedented access to content Working with game developer to use the engine Various Parts of ecosystem needed to be brought together

URLs Lips: www.xbox.com/lips Fable 2: www.fable2.xbox.com Gears of War: http://gearsofwar.xbox.com/lastday/

Innovation Through Collaboration Using new technologies Leveraging multiple communication channels Community Engagement

Email: charles.duncan@akqa.com Twitter: sirchauncy Thank You Email: charles.duncan@akqa.com Twitter: sirchauncy

MIX 09 12/7/2018 5:52 AM © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.