Smith+Press+Release

Contact: Paul Miers – Proximity – (410) 555 – 1234
 * For Immediate Release**

**Set Down That Video Game Controller, It’s Time to use Your Body**
 * //Proximity to Present Xbox 360 Case Study at 2010 New Markets/New Media Conference//**

Towson, MD- January 19, 2010- Proximity, the leading Generation Y competitive intelligence service, announced today that Jesse Smith, Associate Media Analyst of video marketing at Proximity, will be presenting at the 2010 New Markets/New Media Conference on Monday, January 25, 2010 in Towson MD. Smith’s topic, “Video Games Are Going to Make You Sweat”, will be presented. Video games are crossing the threshold into an active lifestyle with the introduction of a controller-less interaction with software.

Within the past few years, motion detection controllers have been introduced to video gaming. Microsoft is removing the controller completely and making your body control the game. The following are key developments in Microsoft Xbox 360’s journey in turning video gaming into a real life experience.

· The current generation of video gaming does not follow the past blueprint of replacing consoles every few years. This is because of the power still available in the Xbox 360 and rivals. This untapped potential is allowing Xbox 360 to develop software that was previously unattainable. · Natal is new Xbox 360 software to be released in 2010, which incorporates sound, image, and infrared technology to track the sound and movement of a person. · With the development of Natal, creators have produced an artificial intelligence program in the form of a young boy named Milo. · Completely new games will be developed around the Natal software to create a video gaming experience like none before. · Controlling the Xbox 360 from a distance will only involve waving and pointing of your hands.  "What we want to do with Natal is bring entirely new original experiences to life," Greenberg said. "These are going to be brand new original games and brand new entertainment experiences that never existed before. Because there's nothing else like it, developers are going to be making brand new content for us."

Proximity is a Gen Y on-demand media strategy group. Its analysts know how to connect with their generation using campaigns designed for the new media landscape. Because it is associated with Towson University, Proximity has immediate access to a large student population and the expertise of faculty who specialize in marketing and media research.
 * About Proximity**

Proximity offers its clients a full range of services for developing and executing customized campaigns that can reach any segment of Gen Y. It regularly conducts on-line surveys and focus group sessions to keep marketers up to date on the social trends and emerging technologies that determine how this cohort communicates and what it purchases. Visit Proximity's blog at [] to read more about its take on the social media revolution.