Someday, we'll talk about third-party exclusives like the way we talk about car phones, Laserdiscs and troll dolls -- a thing of the past. That someday could be sooner than you think, if Microsoft exec Shane Kim is to be believed. "[Microsoft has] said for a long time that a key part of our strategy with Xbox 360 was a level third-party playing field," Kim tells Gamasutra in a recent interview. "Now we've effectively done that with Metal Gear Solid [Rising] coming to the Xbox 360."

Short of a blank check from Microsoft or Sony -- like, what was the asking price for Agent exclusivity, you know? -- there's little incentive for a third-party publisher to release a big-budget game for only Xbox 360 or PS3. It's possible that third-party exclusives will flourish as small, downloadable games and DLC (though those GTA IV add-ons weren't cheap for Microsoft), but it's more likely that they'll diminish as cheap carnival games -- geddit? Of course, with Microsoft and Sony designing their own waggleware apparatuses, such low-grade third-party exclusives won't necessarily continue to be exclusive, either.

Still, Kim argues that "exclusive content is really important." And so, it's up to the first-party publishers to essentially unlevel the playing field with their own IPs. "[It's] really not about relying on third parties, because I don't think that that is sustainable, as we've proven," Kim concludes. "And it's up to each of us to differentiate on our own."

Microsoft's Corporate Vice President of Strategy and Business Development, Shane Kim, says that the Project Natal launch will be a large-scale endeavour, with its own sizeable launch lineup and everything. "Conceptually, the launch of Natal will be like the launch of Xbox 360," he told Kotaku during E3. "We're not just going to ship it when the hardware and software are ready." He said that Natal would require a "great launch line-up" like a new console.

This explains why we don't know the "final" name for the product yet -- if Natal really is being launched like the Xbox 360 hardware, Elijah Wood will reveal the name during an infomercial on MTV.

According to Microsoft head honcho Shane Kim, the Xbox 360 is here to stay for a long, long time and promises Microsoft will not end 360 production as quickly as they did with the original Xbox.

When asked specifically when Microsoft will move from the 360 to another console, Kim claims they'll one-up Sony by making the 360's lifespan last "one day longer than the lifespan of the PlayStation 3". That's big, seeing that Sony is predicting their PS3 will last a 10 year life cycle. You heard it here first, the Xbox 360 will be around for 10 years and 1 day 355 days.

[Via GameDaily]

Shane Kim knows (and he know we know) that Microsoft has had some problems in the MMO department, and he even takes the full blame, saying "It's a tough and challenging space that's evolving all the time – a lot of shifting sands. We haven't been able to crack the code." Listen, Kim (can we call you Kim?) we can sympathize. Lord knows we burned through enough cash on our ill-fated lifeguard MMO Endless Deep End. And though we can't help you crack the whole code, we can offer an important first step to MMO success: Release one.

We know, it's a small thing, but you'd be surprised how many miss this important step. Though we're giving him a hard time, we're betting NCsoft wishes they'd had a Shane Kim on staff when Auto Assault was being workshopped. "Everyone please leave the room," he'd say, as he loaded his syringe and slipped on rubber gloves, Auto Assault huddling in the corner. "And for the love of God, whatever you hear, do not come in."

Shane Kim, former Microsoft Game Studios guru and recently appointed VP of the Microsoft Interactive Entertainment Business, recently spoke to EDGE magazine on his company's failed attempts at massively multiplayer online games. Specifically, MS canceled Marvel Universe Online earlier this year. Way back on the original Xbox, True Fantasy Live Online, once thought to be the original Xbox's savior in Japan, was also canceled. On Microsoft's trouble with MMOs, Kim said, "I'll admit MGS has not had success in the MMO space," also noting, "We haven't been able to crack the code." Kim says that he believes MS "made the right decision" in canceling Marvel Universe Online but adds that "there's nothing to say those titles can't be successful on 360."

Part of the problem, according to Kim, is the "tension" between what developers want to create and Microsoft's need to maintain a "stable and secure environment on Xbox 360." In other words, it sounds like developers aren't too keen on the controls that Microsoft places on Xbox Live. Kim concludes that Microsoft is "getting very close" to solving the problem, but that the company has been slow to deliver an MMO experience, noting "we feel bad about that."

So do we, Shane. So do we.

Want to get a better look at the so-called "New Xbox Experience"? Microsoft shared a couple screens with us showing off the new UI, including a look at the home screen (above), Avatars, your games, the Marketplace (sorta), and Netflix. Dig in!

Immediately following this morning's press conference, we got a chance to sit down with Xbox VP of Strategy and Business Development, Shane Kim, to pick his brain about the new Dashboard (called the "New Xbox Experience") and its various components, like the Netflix integration, Avatars, Party support, Primetime, and more.

Netflix

• You must be an Xbox Live Gold subscriber as well as a Netflix subscriber to use the new Netflix service
• Similarly, anyone you share your movie with would also need to be an XBL and Netflix subscriber
• Like Netflix's current streaming service, all content will be SD only for now. They could offer HD streams as soon as Netflix is ready to deliver

Avatars

• They're not looking to create a "Home-like" environment for your Avatars – that doesn't mean a third-party wouldn't be able to do that, however
• You'll be able to keep your gamertag pics if you so choose, though they're encouraging everyone to transition to Avatars
• Games can reward you with items for your Avatar (chainsaw, please!)
• There will be no increase in the 100-friend cap on Xbox Live this Fall
• There will not be any Group (think Facebook) or Clan support in this update – they're hoping the "Party" system will satisfy those requests (spoiler: it won't)

Following yesterday's game of musical executive chairs inside Microsoft's Interactive Entertainment Business – wherein Shane Kim ordered a brand new chair for his newly created office of corporate vice president of Strategy and Business Development, while Phil Spencer adopted Kim's old chair as the new general manager of Microsoft Game Studios – Next-Gen spoke with the two execs about their new roles. Unsurprisingly, Kim is the focus of the interview, and he offered a handful of forward-facing statements, fitting with his new strategic role.

When asked if MGS could publish another title as popular as Halo 3, Kim says the chances are "really good" explaining, "We've got the talent, we've got people who are always on the lookout for new ideas and talent, and most importantly we have the commitment and the will to create those hits." Even more telling, Kim puts that new title to use, addressing the strategy of appealing to a new mainstream market: "For us, our opportunity is much like the industry's opportunity: How do we make what we do mass market? How do we make it a mainstream form of entertainment?" Sounds like Kim was bumped upstairs to help Xbox get some of that Wii money, no?

Alright, now that the shock of Jeff Bell's departure has worked its way out of our system, we can report that other positions in Microsoft's leadership are a' changin'. Specifically, Shane Kim has been promoted from his role as the head of Microsoft Game Studios to corporate vice president of Strategy and Business Development. Under this newly created role, Kim will "explore new growth opportunities with partners across all parts of the global Interactive Entertainment Business." Kim will concentrate on "future external relationships and partnerships" and develop "growth strategies for the entire business." While we're not sure exactly what all that means, it sounds like Kim will be dealing with third parties, possibly trying to secure exclusives (or at least making sure exclusive games on other consoles don't remain exclusive).

Taking Kim's place at the head of Microsoft Game Studios will be Phil Spencer, previously the general manager of Microsoft Game Studios Europe. Spencer will be returning to Redmond from the U.K. and will "oversee the creation of new, unannounced franchises that aim to attract new audiences" as well as well-known franchises like Halo and Gears of War.

Changes are afoot within Microsoft's Interactive Entertainment Business, with Microsoft Games Studios lead, Shane Kim, being promoted to the newly created role of "corporate vice president of Strategy and Business Development." According to Microsoft's press release, such a grand title is furnished on someone who will "explore new growth opportunities" and look after "future external relationships and partnerships." We imagine Mr. Kim's new role will also provide some sort of assistant trained to tell him as soon as a new Resident Evil game is announced.

Taking over Kim's role will be Phil Spencer, former general manager of Microsoft Games Studios Europe. Spencer will foster new franchises that "aim to attract new audiences" and keep an eye on all that "Gears of War" and "Fable" stuff the kids are so into these days.

Both fellows will report directly to senior vice president of Microsoft Interactive Entertainment Business, Don Mattrick. Also announced in the same press release: Jeff "Jeff Bell" Bell is bailin'.

When Project Gotham Racing dev Bizarre Creations was scooped up by Activision last year, many 360 owners were left wondering what would become of the system's flagship racing franchise. Speaking to Kikizo, Microsoft Game Studios VP Shane Kim provided one possible (and likely) scenario: put Forza Motorsports 2 team Turn 10 behind the wheel.

Kim says that MS is eager for Turn 10 to branch out and "do more creative execution in the racing space." (Read: more than just hardcore racing sims.) Kim expressed a desire to take "a fresh creative approach" to a fifth game in the series, and, to that end, proposed imagining "a future where [Turn 10] would develop a new version of Project Gotham Racing." We humbly suggest that – should they get the gig – Turn 10 replace Kudos with actual MS points.

Microsoft's Shane Kim now sees the end to the console war as a new magic number: first system to 100 million units sold wins, he tells Wired. That's an increase of 90 million over the 10 million mark Microsoft used to promote as the bellwether of victory. Kim believes consumers are still deciding what system to choose and that this console generation is different from the others. (Yeah, it's the first time Microsoft actually has a chance.)

Kim explains that Sony won the last couple generations, but Nintendo is clearly in first place this time around; however, he wonders if Nintendo can keep that momentum going up to 100 million (at Nintendo's rate of supply, it could take decades). He even questions it there'll be a clear-cut winner this generation. Finally, Kim assures that the Microsoft hardware guys are still working on reducing the cost of Xbox 360, in order to hit that "mass market" price point.

During a dinner on Monday night with Microsoft's Shane Kim and Kudo Tsunoda, we got the chance to quiz the former about Microsoft Game Studios' rationale for abandoning Marvel Universe Online MMO. After years in development, the console-bound MMO died a slow and painful (-ly vague) death. The culprit: Kim tells us, "We don't have a heritage in MMOs."

Of course, previous experience isn't a necessary ingredient in success (fun fact: World of Warcraft is Blizzard's first MMO!) and after rattling off the forces Microsoft could marshal in its pursuit of bringing an MMO to the Xbox – financial resources, first-party console support, a robust online component, a proven developer, a stellar license – Kim agreed. "All those reasons are why we started the project." But MUO still failed to make it to market, recalling Microsoft's many previous attempts to successfully deliver and sustain an MMO: Asheron's Call 2, Mythica, the console-targeted True Fantasy Online, and Vanguard (read more here). At what point will the company give up, consider its lesson learned? "I would never say we're done," Kim said confidently.

So why does Kim think a company with Microsoft's significant resources continues to fail to bring an MMO to market? "It's a hits-driven business ... it's all about quality, all about hits." But he's not ready to give up yet. He says Microsoft has "learned the lesson" that it takes a lot of people to create and serve an MMO (good lesson!) and that he's reminded of how little success its had in the MMO space. In other words: MMO-icrosoft hopefuls shouldn't fret. The corporate behemoth will undoubtedly try again. How many lessons could there possible be left to learn?

In an interview with Eurogamer, Microsoft Game Studios VP Shane Kim says he's "happy" the company never got into the handheld market, explaining the division has plenty on its plate with the Xbox 360 and Xbox Live. He goes pretty deep into the issue, almost shutting down the idea of the Xboy entirely by expressing Microsoft is happy to let Sony and Nintendo fight it out.

Kim believes mobile is more important for MS and Windows Mobile is a really "compelling opportunity" for the company. He explains that it's a way for the company to get into the arena without having to worry about creating more hardware. Microsoft has certainly learned that making good hardware isn't easy and can be hazardous.

Perhaps the most interesting part of the interview, Kim spoke to the rumors about Microsoft's secret motion controller development. When asked directly about the rumors, Kim gave the typical no comment response, but also noted, "I do think that would be a mistake, if we just tried to come out and copy what Nintendo has done. What Nintendo has done has worked well for them, but we have to think about what our innovation aspect is going to be." Let's focus on the word "just" and the phrase "is going to be" for a moment. "Just" implies that Microsoft plans to do more than Nintendo has done with control methods, while "is going to be" implies that Microsoft is definitely up to something. Just what that is remains a mystery. Is it Lips, Newton, or something else?

Check out Eurogamer for the full interview.