At the MI6 marketing conference, Microsoft Chris Di Cesare talked survival of the fittest, namely new ways to reach consumers. Folks are shifting from television (bummer) to the internet (hello sweetheart). The pundits say advertising is could change more in the next five years than in the past fifty.

What does that mean for game companies? Darwinism. Di Cesare explains:

What it all comes down to is control. The new consumer can pull content at will, and push it aside. What does this mean for markets? Embrace change... Evolve or die.

For all the boneheaded, caveman stupid things Microsoft has done, its marketing savy has been impressive. From Major Nelson's podcasts to the Gamerscore blog, the company has been breaking new ground in how it reaches customers and stretches beyond traditional PR. Whether or not, this gives them an edge to pound Sony with a large club, wait and see. Brian Ashcraft

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