E3 2010: Kinect games get purple branding

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After news of a slight redesign for Xbox 360 cover art in the run-up to E3, a new look for Microsoft's Kinetic software will see games for the first time hit the shelves in purple boxes.

The move is designed to allow consumers to easily distinguish between those titles that require the new Kinect camera and those that do not. How games where Kinect use is optional will be branded remains to be seen.

The new colour will also help titles stand out on the High Street and may possibly encourage retailers to set up dedicated Kinect shelving – moves that would certainly help Microsoft's camera establish itself.