X-Treme marketing
By Oliver Ryan

(FORTUNE Magazine) – It's that time of the decade again: The new game machines are coming, and the latest battle for the hearts and trigger fingers of gamers is on. Microsoft unleashed the heavy marketing artillery first, launching its Xbox 360 with a 30-minute MTV special, while Sony and Nintendo opened the kimono shortly thereafter. What's in play? Long-term control of your home entertainment system. -- Oliver Ryan and Peter Lewis

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