Xbox – Microsoft


Microsoft asked us to develop a name that would resonate with gamers around the world and compete against other major industry players such as Sony, Nintendo, and Sega. From our conversations with Microsoft,  this new gaming console was expected to communicate the following attributes to the target audience:

  • Ground-breaking
  • Addictive
  • Edgy
  • Intuitive
  • Adventurous
  • Immersive entertainment
  • Redefine gaming

Based on these features, we have prepared a list of brand name finalists:

  • Element
  • Cymes
  • Veom
  • Xpulse
  • Xebo
  • Avelos
  • Tast
  • Synasto
  • Cybersant
  • Xbox™
  • Vertium
  • Exar

We conducted QualiQuantitative Interviews with 200 male respondents (ages 8 to 28) to test the 12 brand name candidates. Respondents quickly connected with Xbox, noting that it was ‘easy to say,’ ‘cool,’ and different from other console names.