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Microsoft readies interactive ‘NUAds’ for Xbox Kinect

Posted at 14 June 2011 00:00 CEST by Justin_Massoud

Microsoft’s controller-less motion control device Kinect may soon provide a novelty beyond substituting players’ arms and legs for standard analog sticks and buttons. A trademark application originally made by the company on June 6th and upgraded on June 9th for the term “NUADS” describes the possibility of advertisements which can be interacted with via motion controls and voice.

The application covers “advertising services, namely, promoting and marketing the goods and services of others through online interactive video games by enabling consumers to interact with third-party advertising content through voice or body gestures via computer game console and sensor devices.”

Or, as Tech Crunch quipped, “more opportunities for people to look like idiots in front of their TV screens!” Now that’s innovation.

Microsoft first unveiled Kinect in 2009, then called “Project Natal.” In 2010 it received its official name and subsequently launched to commercial success – competing against motion control devices from both Nintendo (the Wii) and Sony (PlayStation Move).

There is currently no ETA for NUAds (possibly this fall when the next big Xbox Live update goes live) or details about how widespread they’ll be, but it’s obvious Microsoft sees great cross-over potential with Kinect.

At this year’s E3 press conference, the company showed off several high-profile exclusive titles that take advantage of the peripheral, including “Kinect Star Wars” and “Fable: The Journey.” Outside of gaming, the company announced it would integrate its latest acquisition – Skype – into Kinect, as well as voice-activated Bing web browsing.

It’s up for debate how far Microsoft will go with these seemingly revolutionary ads. Will it hinder gamers who just want to dance or tell their Xbox console to play Netflix movies? Or will it add (no pun intended) a little fun to boring yet essential marketing? (Via techie-buzz)

What do you think about interactive ads? Let us know in the comment section.

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