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Xbox 360
Rights Negotiation | Strategy & Research

Microsoft’s highly successful games console XBOX was initially just focussed on games


When the company decided to launch VOD movies on the platform delivered as an OTT service, they first concentrated on the US market. After a successful launch there they decided to expand into Europe

Microsoft approached 3Vision to help develop and implement a content acquisition strategy for launch in the UK, France and Germany.


We initially focused on developing a comprehensive content acquisition plan for XBOX. This process included:

  • Analysing content performance to identify key suppliers and movie titles
  • Providing information on suppliers, availability dates, localisation practices and other market specific data
  • Benchmarking of contractual and commercial terms

We then approached local movie suppliers to present the opportunity to them and to begin negotiations. We also supported Microsoft in discussions with the Hollywood studios to extend agreements from the US to the European territories.


The XBOX VOD service launched successfully on time in the UK, France and Germany. This was the first large-scale VOD service to deliver HD movies internationally over the Internet.

"3Vision helped Xbox LIVE successfully launch a leading VOD service in Europe"

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