While the Xbox One boasts some of the greatest advances in the video game industry, gamers still find ways to complain about the new system. The largest complaint is that the Xbox One steps away from the main Xbox fanbase, intense gamers, for the even larger group of everyday consumers. In order to keep these intense gamers interested, and to promote the incredible advances to gaming in the Xbox One, this mailer will be sent to current subscribers to Xbox Live. Receiving this mailer with their name printed on the back will allow these gamers to connect with the brand again. The explanations of what the Xbox One will do for them will re-interest the doubters, remind the gamers they have not been forgotten, and keep brand loyalty with the current consumers.
On a page towards the end of the mailer is the mention of a contest. Accessing xboxone.gamers.com brings the consumer to a simple website requiring them to enter their name and gamertag in order to enter. The prizes would be varying times of free Live membership, free Microsoft points to use towards upgrades or games, and free game downloads. Winners would be selected on the day of the Xbox One's release; November 22, 2013.