Age of Empires Online is a step for the franchise away from the past of PC games, with retail sales tied to disc releases, and towards the future of PC games that are downloadable and free-to-play. Coming with this new philosophy is a brand new aesthetic for the game, much more stylized than the series has ever seen before. We talked with Mike Stout, Group Product Manager of Xbox Product Marketing at Microsoft, about the graphics, the gameplay and the trailer made by the Ayzenberg Group.

[a]list: How will you look to educate users of Age of Empires Online‘s new F2P nature?

Mike Stout: We will communicate through community, a full-fledged marketing campaign and constant communication through media coverage.  Beyond that, we want our customers to try it.  Trial and word of mouth will help our customers best understand the tremendous value Age of Empires Online brings to the table.  With over 40 hours of free play out of the gate, we will do whatever we can to encourage customers to try the game.

[a]list: How has the transition in developers forced the new team to refocus on the game?

Mike Stout: Transition to GPG was part of the plan to help polish the game and handling all new content packs. We haven’t refocused our marketing efforts.  The vision from the beginning is being realized and we are thrilled to have GPG on board.

[a]list: What reception have you gotten to the Ayzenberg-produced CG trailer?

Mike Stout: Rave reviews! The video does a great job showing the overarching storyline as empires battle one another for power and really helps entice a new player to get in on the action.

[a]list: How will you be looking to promote the game online?

Mike Stout: We will promote the game through a worldwide, multiple phased media campaign that covers both online and print over the next several months.  As you might expect, we will invest in known enthusiast properties, but will also invest in other networks, helping bring new customers into the game. AgeofEmpiresonline.com will be the central source for information, which will also be supplemented with our social and community efforts.

[a]list: How important is it to convey the fact that Age of Empires Online has a new persistent element with the traditional RTS gameplay?

Mike Stout: We know from research that the market continues to evolve.  Persistent elements are an important part of Age of Empires Online,” and one we believe fans will embrace.

[a]list: The aesthetics for the game are somewhat stylized whereas previous “Age of Empires” titles had coloration that was more “true to life.”  What was behind the decision to make this change?

Mike Stout: The new aesthetics allow the game to perform better over the long haul – this includes faster load times and adds a new charm to the game. And, while there is a technical rationale behind the decision, we also believe this art style provides a fresh face to an established franchise, a key criterion in “re-launching” the franchise.

[a]list: Mike, thanks.

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