Microsoft will directly challenge Nintendo’s mass-market media efforts when it launches Natal later this year.

MCV understands that format-holder Microsoft is already planning early promotional efforts for the camera device to include celebrity endorsements and coverage in non-games media.

Microsoft this week invited an ‘elite selection of media’ and non-games firms to attend a VIP showcase. The likes of Vogue and Glamour have been targeted in a bid to build awareness for its upcoming motion-tracking peripheral.

By courting areas like the parenting press, toy retailers and publications which primarily cater for non-gamers, the format holder will be directly chasing the core Wii audience Nintendo has built in the last four years.

MCV understands that this week’s tour was designed to introduce the device to non-gaming specialists and educate non-gamers.

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