news\ Feb 2, 2012 at 10:53 am

Apple serious about gaming? Hires Xbox LIVE marketing boss


If Apple is serious in becoming a contender in the gaming industry and competing with the likes of Microsoft and Sony, then they need the best there is.  That includes hiring people already in the industry, which is exactly what they are doing with a recent hiring of Xbox LIVE marketing boss Robin Burrowes to help lead market the App Store for iTunes Europe.

Burrowes has worked at Xbox for seven years, overseeing Xbox LIVE.  Lately he was promoting the Xbox 360 's latest dashboard update.

Burrowes becomes the latest games exec to join Apple, as they continue to poach some of the most recognized names in the video game industry.  Last year, Apple hired former Nintendo PR boss Robert Saunders to help promote apps on the iPad, iPod, and iPhone.  Around the same time, former Activision, EA, and Xbox PR boss Nick Grange joined Apple to focus on PR for the hardware of Apple's business.

With the recent hirings, it shows just how serious Apple is to take the gaming portion of their devices to the next level.  The company already making a huge impact on the gaming industry in the past two years with iPhone games like Angry Birds and Peggle outselling even some of the biggest console games.  As more and more people continue to flock towards mobile games on their iOS devices, there is no doubt Apple is hoping to take advantage of the growing market.

With the iPad 3 rumored to boast a QXGA (1,536x2,048 pixels) display and more processing power, games on the mobile device should give even some of the console games a run for their money.  There is no denying the mobile gaming market is growing and Apple is definitely headed in the right direction.

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