With Microsoft's latest Xbox marketing blitz aimed squarely at attracting more casual gamers, even its most hardcore franchise is softening up – but Gears of War creator Cliff Bleszinski has insisted his team "don't feel threatened by it" like other developers.
Speaking to GamesIndustry.biz in London ahead of the release of Gears of War 2 on November 7, Bleszinski conceded that Microsoft faced a challenge in promoting the "chainsaws and blood" of the game alongside a family-oriented strategy with titles like Lips and You're In The Movies.
