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Microsoft’s original content efforts for its Xbox division picked up a new piece of momentum today, with the news that Xbox Entertainment Studios has a new Chief Designer: Elan Lee. As Deadline|Hollywood notes, Lee was a lead designer for content on the original Xbox console; this is home turf for him.

He returns to Microsoft after time apart from the company, forming two different companies and working in a number of verticals. He’ll report to Nancy Tellem, the company’s entertainment and digital media president. Microsoft’s original content efforts, underway to help support the coming Xbox One console which has a heavier focus on entertainment than its game-centric predecessors.

However, Microsoft is also working to convince other content firms to create exclusive material for its coming Xbox One device as well. The gist of the strategy is somewhat simple:

The move by Microsoft to aggressively court Hollywood studios and the rest of the entertainment ilk underscores two facts: the future of the Xbox is a holistic entertainment device, and not a gaming console that has the mere ability to play Netflix. Secondly, Microsoft has real work ahead of it at the E3 event: it must prove to gamers that even though Xbox is growing up, the company hasn’t forgotten about its core constituency.

In a House of Cards world, every platform of any stripe depends on the breadth of its support from third-party companies – think app stores – and its ability to derive and attract material that only it commands is key for survival.

Microsoft has yet to fully detail what it has coming for its living room strategy. The company doesn’t want to become a cable channel, according to its CEO. What precisely this way comes isn’t clear. We’ll know more by November.

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The common, popular narrative is that companies like Microsoft are eeeeevil. All they want is money! Or something like that. Maybe it's not so clear-cut?

I want to tell you that Skulls of the Shogun is excellent. Read…

This quote in the image above comes from a piece on Rock Paper, Shotgun on Skulls of the Shogun. (Edit: the quote comes from Borut Pfeiffer, who works for Plush Apocalypse Productions—a studio that collaborated with 17-BIT on Skulls of the Shogun). The article describes the trials and disappointments that came with developing a game exclusive to Microsoft products. Instead of having that exclusivity result in more exposure and sales, the move resulted in complications and an empty bank account.

They came across as though they were institutionally incompetent. I think they’re not really set up to be a decent publisher. I do feel slightly bad saying that, because there were people there who worked hard on our behalf, but at the same time there are systemic problems with the way that division is setup and run.

Of course, the developers knew they were taking a gamble that involved releasing a game on a bunch of new products—it's probably not fair to put all of the blame on Microsoft. Still, it's kind of impressive how incompetent Microsoft sounds, at least when it comes to doing well by indies. You can read specifics here; it's well worth a read.

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Microsoft quietly readied, then killed, plans to launch an online marketplace in the model of Amazon.com, a report in The Wall Street Journal claimed Thursday.

According to the WSJ, Microsoft pitched retailers “about a marketplace, proposing to equip it with an array of merchants, as well as a unified shopping cart and broad shipping options.” The project was code-named “Brazil,” according to the Journal.

But the report didn’t specify the scope of the project, a key metric in its possible success. And Microsoft said that any comparisons to a retailer of the scope of Amazon were overblown.

“It is inaccurate to characterize Project Brazil as conceived to compete with Amazon or eBay,” the company said in a statement. “The project was a small-scale incubation effort to enable a more direct commerce model between customers and brands and merchants.  The project was recently cancelled, but we remain committed to finding new and differentiated ways to enable a richer, more task-oriented approach to e-commerce and online advertising.”

Instead, a source close to the company said that the project was more akin to Bing Shopping, a small, dusty corner of the Bing search engine. Microsoft itself doesn’t promote anymore within the United States, and it seems to be wholly geared toward Canadians. Within the United States, Bing.com/shopping redirects to Bing.com, the generic search engine.

Bing Shopping exists, but it’s geared toward Canadian customers.

Historically, Bing Shopping has gone through several names: MSN Shopping, Live Search Products, and Windows Live Product Search. In all of them, the site has served as a search engine, allowing users to comparison-shop across a variety of products.

In addition to simply showing users the best price, the site also provides a handy price graphic that shows how the average price, as well as the “best deal,” has increased or decreased over time.

The most prominent feature of Microsoft’s online-shopping comparison engine, however, was Bing Cashback, essentially a pay-to-search program that offered users discounts or money back for using the search engine. But Microsoft killed the Cashback program in 2010, citing lack of interest.

To date, price comparisons are a hotly contested market, with one analysis putting BizRate, NexTag, and ShopLocal at the top of the heap—and Bing Shopping nowhere on the list. According to comScore, $186.2 billion in online commerce transactions were performed in 2012. That was a 15 percent increase over 2011, the company said.

What does Microsoft’s decision not to push comparison shopping mean? Possibly it means that the company felt that the market was too heavily contested to be worth the investment.

Bing itself is the second-largest search provider, with 17.3 percent of all U.S. searches in April, according to comScore. It’s likely that the company is sticking to what it does best: general search queries.

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