Microsoft has launched a new interface for its XBOX 360 gaming console. In order to compete with the Nintendo Wii community, Microsoft has launched it’s own Avatar which is linked with gamers Live Passport account meaning they can use this on whatever console they play.

The new interface gives the console a much smoother and more up-to-date feel has been long awaited from Microsoft and I think they will be hoping that the Avatar style community will help keep their share of gamers in a continuing growing market.

These changes in the console gaming world show the importance of brand affinity and the ever increasing importance of shared experience in an online community.

For more information visit www.xbox.com.