Don Mattrick, President Interactive Entertainment Business, Canadian

Every year, Nintendo, Microsoft and Sony present their upcoming plans in a lavish press event, and the immediate response among gaming journalists is to declare who won. (FYI, last year it was Nintendo.) In that spirit we’re offering seven key strategies to each of the big three companies to help them “win” E3 2011.

Today, we look at Microsoft, who are coming off a highly successful Kinect launch, wield a huge amount amount of buzz over the upcoming Gears of War 3, and just recently purchased Skype for $8.5 billion. But beyond that, the game shelves are feeling a little emptier compared the competition, and there are persistent rumors that Microsoft is starting to shift its focus to a soon-to-be-announced XBox 360. With Sony reeling after the PSN attacks, can Microsoft capitalize with an unbeatable presentation and set the bar high for 2011 and 2012?

1) Do not, under any circumstances, rush the XBox 360’s successor onto the stage. The temptation will be there, with Nintendo bringing out a new console that will move the technology bar slightly further ahead. But Microsoft should be focusing on adding value to the current XBox and its new Kinect hardware, rather than pushing everyone’s attention too far ahead. 2012 is the year to unveil the new XBox.

2) Reinforce with XBox Live customers that everything is being done to keep their data safe and secure, without taking petty shots at Sony. But for the grace of God, it could be Microsoft’s user data that was stolen.

3) Surprise us with some new first party titles. We know that Gears 3 is coming (perhaps you’ve heard it is currently in beta?), a new Halo title from 343 Studios has to be near ready, the next installment in the Forza franchise was previewed last year, but beyond that, there doesn’t feel like much else in the pipe from Microsoft, or other exclusives to the system, that aren’t Kinect titles. Buying exclusives has often been Microsoft’s modus operandi and I wouldn’t be surprise to see Microsoft money being thrown around again, but what would serve the company and gamers better is to develop more first party and exclusive IPs.

4) Kinect has be showcased as a core gaming peripheral. Last year’s demo teased a Star Wars title, and it’s time for Microsoft to showcase why core gamers needed to or should plunk down their $149.99 for the hardware. Kinect Joyride, while fun, is not the answer. And maybe, just maybe, its time to move away from the “You are the controller” mantra and see what develops can do by mixing the Kinect hardware’s potential with a control pad.

5) Don’t lose sight of the fact that you sold the Kinect as a family friendly peripheral. Core games can be great, but there’s a market there looking for more family friendly fare. First party titles like Kinect Adventures and Kinectimals showed the potential for a different audience on the XBox, and even though its not a first party title, Microsoft should support Dance Central at least through another iteration, and help it to continue to evolve.

6) Make a splash by showcasing your newly acquired Skype technology as a new feature for Kinect. Show us how Skype’s existing capabilities can make my Kinect hardware that much great. But showcase it, don’t rush a buggy and incomplete version out as a software update. You’ve got a great opportunity to put the best face possible on your new $8.5 billion acquisition, don’t blow it.

7) Bribe the journalists in attendance at their keynote. Again. Just mentioning that because we’ll be there live this year. And seriously, it never looks bad when you offer free Xboxes to audience that already has Xboxes. Ok, on second thought, maybe don’t do that again. K thx.