Blizzard games sell by the truck-load but have you noticed the lack of the Games for Windows branding on the box? A couple of years ago Microsoft launched the Games for Windows initiative to make it easier for PC users to check for compatibility. Blizzard has not taken on the initiative but that is not hurting the initiative, and in fact Blizzard games are really helping to bolster the PC market.
On Gamasutra they talk to the head of the Games for Windows initiative Kevin Unangst about the branding and regarding Blizzard he states:
“Would we like them to carry the branding? Absolutely. Is it critical that they carry the branding? No, because they’re actually doing good things,” he says. “And we’d still, as a platform holder, provide the technical guidelines and support to any game that wants to develop on the platform.”
“We absolutely do work with them and talk with them regularly.”
What MS needs to do is make computer sellers “brand” their computers and rate them with the Vista rating system.
EA is doing something similar by working with some computer makers to release reasonably priced gaming systems (at 600-1000 US dollars) instead of focusing on the extreme gaming niche market.