It's Time to Face the News: Microsoft's Image Problem

Microsoft is in dire need of someone who will represent them in the court of public opinion.

Article by Mike Williams, .

In a bit of big news today, Zynga has hired Microsoft’s president of its Interactive Entertainment division, Don Mattrick, as its new chief executive officer. For those not in the know, the Interactive Entertainment division controls the entire Xbox business, meaning Mattrick was man signing off anything Xbox-related, including the Xbox One’s previously-excessive DRM. It’s an interesting move, but even more surprising is there’s probably not a gamer that will shed a tear for his departure.

Don Mattrick was a horrible face for the Xbox brand. Microsoft CEO Steve Ballmer is even worse. Why does Microsoft have trouble choosing a good face?

A company’s “face” is the avatar to which enthusiasts attribute all of a company’s decisions, good or bad. These companies are publishers and developers representing the ideas and effort of hundreds of people, but it’s easier for us to identify with a single person. That’s not a gamer-specific thing, it’s part of why we have managers, executives, and politicians. They’re an anchor for our collective speculation, rage, and praise.

In the game industry, you can see it at work in nearly every level, but it becomes readily apparent in superstar game developers. Deus Ex came from an idea that Warren Spector had, but the final game was the result of a team. Nearly everything creative at Obsidian Entertainment is attributed to Chris Avellone. Epic Games had Cliff Bleszinski, but Mark Rein is equally known as the face of Unreal Engine. Ken Levine is definitely the face of Bioshock Infinite developer Irrational Games. Final Fantasy XIV fans have thrown their love behind the new face of A Realm Reborn, Naoki Yoshida, also known affectionately as Yoshi-P.

Sony has had a few faces on the PlayStation side of the house. Former Sony Computer Entertainment CEO Ken Kutaragi and current Sony Corporation CEO Kazuo Hirai both entered fandom due to comments made during the reveals of the PlayStation 3 and PlayStation Portable. Sony Worldwide Studios president Shuhei Yoshida is well-loved for his prolific Twitter account and PlayStation 4 architect Mark Cerny is the new king for PlayStation fans on the internet.

Great faces equal great gifs.

Nintendo has three strong faces: Nintendo president Satoru Iwata, designer Shigeru Miyamoto, and Nintendo of America president Reggie Fils-Aime. Iwata comes across as genuine and his former time as a programmer at Kirby developer HAL Laboratory gives him credibility as a game creator. One of Nintendo’s recent successes have been the Nintendo Direct and Iwata Asks features, with Iwata as the star. Miyamoto is the man behind (that’s one of those cliche phrases you see with frequently when talking about faces) Mario, The Legend of Zelda, and Donkey Kong. And while Reggie comes across as manufactured, he’s charismatic and powerful on stage.

Cool guys don't look at explosions.

In contrast, Microsoft has Mattrick, Ballmer, and senior vice president Yusuf Mehdi as a recent addition. Mattrick seems lost on stage and his recent comments about people without solid internet connections needing to buy an Xbox 360 didn’t win him any fans. Ballmer feels more like the Emperor than someone you'd want to be around, and Mehdi’s time at the Xbox One reveal has marked him as the “TV” guy, which doesn’t play well with gamers. Xbox Live's Major Nelson is supposed to be the company's bridge to gamers, but many enthusiasts treat him as little more than a mouthpiece. All told, a Microsoft presentation feels like your dad trying poorly to tell you about the new technology he found that's three years out-of-date.

Microsoft hasn’t always been so deficient in this area. At one point, the company was home to J. Allard, who was notably reinvented from pudgy nerd to metro leader somewhere in-between the launch of the Xbox and the reveal of the Xbox 360. Allard always presented himself as a creative within Microsoft, which doesn’t speak well to the company's culture as a whole. Windows 8 boss Steven Sinofsky also came across as a man with confidence in his vision, even if Windows users don’t currently like that vision. Both gentlemen have exited the company: Allard left in 2010, while Sinofsky departed just before the launch of Windows 8 last year.

A good face can help a company. Iwata is sympathetic, and some of that sympathy is transferred to Nintendo and its business decisions. If you believe wholeheartedly in a great face, then you’re likely to believe in the work surrounding them: fans’ love of former Clover Studio developers Atsushi Inaba and Hideki Kamiya are part of what has kept Platinum Games on the map. Well-placed comments by a great face can also turn gamers towards a company’s cause.

It’s a shame, because Microsoft is absolutely the company that needs an awesome face. Its messaging is currently dire, public opinion is still siding against the Xbox One, and its chief rival is coming up aces with wonderfully troll-ish (and personable) videos like this:

Stone cold, guys.

Microsoft has an image problem and a good face could fix the problem. The company needs to get someone out there who at least fakes creative and charismatic well. It’d be better if they could actually get someone creative and charismatic, but beggars can’t be choosers.

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Comments 13

  • Avatar for MHWilliams #1 MHWilliams 4 years ago
    So I ask you, my people: who is your favorite face?
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  • Avatar for kyleyadlosky64 #2 kyleyadlosky64 4 years ago
    True this.

    Though I think Reggie's is a face that Nintendo could afford to lose.
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  • Avatar for Daikaiju #3 Daikaiju 4 years ago
    Bill from Treehouse. I'd have said Gary from Nintendo Week if that was still a thing... WE MISS YOU GARY!
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  • Avatar for Dreamcaster-X #4 Dreamcaster-X 4 years ago
    Good Riddance Mattrick!!! You WON'T be missed!!!
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  • Avatar for MHWilliams #5 MHWilliams 4 years ago
    @Daikaiju I remember when Bill was just the guy who translated for Miyamoto.
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  • Avatar for AxiomVerge #6 AxiomVerge 4 years ago
    From what I've heard from people who had to work with him, Mattrick wasn't such a nice fellow anyway.
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  • Avatar for jeremy.parish #7 jeremy.parish 4 years ago
    Man, Microsoft really needs to find another dude who looks like George Costanza and give him a John Hughes makeover into that weird 40-year-old who always shows up at college parties and wears only A&F.
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  • Avatar for MHWilliams #8 MHWilliams 4 years ago
    @jeremy.parish that's why I had to link that picture, even though it wouldn't fit in the article itself.
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  • Avatar for Shinta #9 Shinta 4 years ago
    They definitely have an imaging problem, without a doubt.

    Sony not only has Kaz, Yoshida, and Cerny, but even Adam Boyes is more popular than anyone at Microsoft right now; and he comes across as genuine and personable.

    But make no mistake, imaging doesn't fix fundamentally broken policies.
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  • Avatar for generiko #10 generiko 4 years ago
    I think Steve Ballmer could work if he is screaming 100% of the time.
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  • Avatar for PerfectUgly #11 PerfectUgly 4 years ago
    Not Just an image/face problem, but a messaging problem.

    Let's face it, NO ONE could sell the type of draconian, anti-consumer policies MS was shepherding. Instead, they needed to focus on what the value-add is (Apple is really good at this. Take for instance, the shuffle - Apple promoted the weakness of it as its strength, which was crazy smart messaging).

    It's evident Sony had a slice of humble pie from the PS3 launch (which everyone will agree was a complete disaster). Now, MS is learning the same lesson.

    It's called 'hubris'.
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  • Avatar for TPoppaPuff #12 TPoppaPuff 4 years ago
    A good face can't hide a bad message. The problem is what they're saying. Tell me, can anyone here with 100% confidence say who it was during the press conference that unveiled MS's draconian DRM scheme? Probably not, most likely bewcause as I recall it didn't even come up during the press conference. I think it was only after the press conference that the DRM scheme was laid out. Now considering there's only four guys currently at Microsoft anybody can recognize with the Xbox (the other being that fat-dudebro looking guy at both the unveiling and E3 conference), your odds of simoply guessing who broke the news is pretty good, but you won't remember who it was, you remember what it was they said.

    The problem was with what they had to say not who was saying it.
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  • Avatar for bigdsweetz #13 bigdsweetz 4 years ago
    @TPoppaPuff I dunno. I'd be ok it he said it.

    Ok, on a more serious note. I do agree. Microsoft really needs to get in touch with its user base before they end up wishing they had a user base.Edited July 2013 by bigdsweetz
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