New Executive Appointments Announced in Microsoft’s Home and Entertainment Division

REDMOND, Wash., March 19, 2004 — Amid surging Xbox sales and global business expansion, Robbie Bach, senior vice president of Microsoft and head of Microsoft’s Home and Entertainment Division, today announced a number of new executive appointments. Shane Kim, currently acting general manager of Microsoft Game Studios, has been named permanently to that position and will report to Peter Moore, corporate vice president. To create additional synergies between game content and marketing, Moore, in turn has been named head of worldwide content and marketing for Microsoft games and game products. Bach also announced that Mitchell (Mitch) Koch, corporate vice president, will lead Microsoft’s global retail sales efforts.

Moore and Koch, along with other members of the executive team, including J Allard, corporate vice president of the Xbox platform, and Bryan Lee, corporate vice president of finance and business development, will comprise a leadership structure that will focus on building on an integrated strategy for continued growth in the gaming and retail arenas, according to Bach.

As head of Microsoft Game Studios, Kim will continue his responsibility for content planning and development management of games for Xbox, Xbox Live and Windows, including the overall supervision of several development studios. Kim has held management roles in Microsoft Game Studios for the past 8 years. He joined Microsoft in 1989 as an intern before starting full-time in 1990.

In his new capacity, Moore will assume strategic responsibility for worldwide marketing and content, including games development in Microsoft Game Studios, as well as third party relationships with game publishers and developers around the world. “Peter Moore has been a key figure in the games industry for several years. Having him at the helm of our global marketing and content business is a natural fit,” said Bach. Moore joined Microsoft in January 2003, bringing with him more than 20 years of consumer marketing experience and leadership. Most recently, Moore was president and COO of SEGA of America, where he was responsible for overseeing SEGA’s video game business in North America.

Mitch Koch assumes worldwide retail sales responsibility across Microsoft’s range of consumer products. “Mitch Koch has a vast knowledge and expertise in go-to-market strategies and sales execution and will expand his focus across the division to grow our overall worldwide presence at retail,” noted Bach. Koch joined Microsoft in October 2000, bringing over 20 years of sales and marketing experience. Previously, he was president of Buena Vista Entertainment, a division of the Walt Disney Co.

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