Microsoft targets Pokémon generation

Microsoft trying to reach beyond its core audience of male hardcore gamers

Microsoft is hoping that a new game will tap into the Pokémon and Yu-Gi-Oh! generation to widen the market for the Xbox 360.  

Viva Piñata, from 4Kids Entertainment, features a cast of colourful, wild-roaming piñata animals and is part of a new children's franchise, including an animated cartoon and merchandising. 

Industry analysts confirmed that Microsoft's major push for a new market, coupled with delays in the release of the PlayStation 3, can only boost sales of Microsoft's Xbox 360.

"[With Sony's delay] Microsoft will undoubtedly sell more Xbox 360s than it otherwise would have. It also gives Microsoft more time to expand the audience for Xbox," said Steve Kovsky, senior analyst at Current Analysis.

"The announcement of Viva Piñata is a perfect example of Microsoft trying to stretch outside its core audience of 13 to 30 year-old male hardcore gamers."

Alfred Kahn, chairman and chief executive at 4Kids Entertainment, added: " The potent combination of the Microsoft Game Studios and 4Kids TV will ensure that the Viva Piñata world, including the video game, television series and merchandising programme, attracts a worldwide audience." 

Viva Piñata is scheduled for release in the fourth quarter, in time for the important Christmas sales period.