Exclusive Canadian Manufacturer of Xbox 5.1 Surround Sound System
Exclusive Canadian Manufacturer of Xbox 5.1 Surround Sound System Takes Worldwide Gaming Industry By Storm
A Canadian speaker company stood up and made people listen at the Electronic Entertainment Expo (E3) last month. Spherex Inc. made a bold statement in sound – officially launching Xbox 5.1 Surround Sound System to thousands of visitors. This sound explosion marked the first time the public was immersed in the innovative multimedia platform in specially designed sound experience booths.
The company
Spherex Inc., a subsidiary of top speaker manufacturer Audio Products International (API), is an innovative Canadian company committed to providing a unique approach to high-end audio at affordable prices. The all-Canadian engineering team is led by Alex Romanov, an accomplished senior executive with a history of identifying opportunities and turning them into high growth and profitable companies in the consumer electronics sector. Shortly after joining API in 2002, Romanov was appointed to the presidency of a new, cutting-edge subsidiary company, Spherex Inc.
Presented with the challenge of entering the lucrative gaming and home theatre industry,
Romanov approached Microsoft with the idea of what is now Xbox 5.1 Surround Sound System.
The concept of an all-digital system combining the best of new technology in the audio industry built the basis of Spherex’s three-year global licensing agreement with Microsoft. A partnership proved ideal for both parties –Microsoft’s dominance of the gaming industry combined with over 30 successful years of audio experience at API would create the most realistic, compatible soundstage for gaming, movies and music playback.
Xbox 5.1 Surround Sound System
Innovation is Spherex’s major selling point in the lucrative home theatre and gaming industries.
To ensure the system’s success, Romanov sought out the best in advanced audio technology.
Joining the Spherex development team was Game Audio Network Guild (G.A.N.G), Apogee
Technology, MaxxBass, and Texas Instruments. Under the guidance of Romanov and the Spherex sound engineers, the Xbox 5.1 Surround Sound System, a revolutionary multimedia platform, was over a year in the making.
The concept of Xbox 5.1 Surround Sound System was developed from the magic of Mirage-
exclusive OMNIPOLARTM technology. To achieve a heightened sense of realism, OMNIPOLAR sound is created in a natural ratio of 30 per cent direct to 70 per cent reflected sound and dispersed in a 360-degree pattern, which allows for trouble-free speaker placement. With the addition of OMNIPOLAR technology, the listener gets sound so pure, natural and three-dimensional, you feel like you're in the middle of the action. This exclusive technology was the basis from which Spherex developed the story of Xbox 5.1 Surround Sound System.
Backed by some of the world's most prolific and talented music, audio and interactive
entertainment industry professionals, partnering with G.A.N.G. was a logical choice. Romanov approached G.A.N.G. regarding developing this revolutionary multimedia platform. G.A.N.G. understood the power of audio and its importance in making interactive media a gratifying and provocative experience. Together, this development partnership opened doors to improvement in the game audio arena, developing speakers worthy of cutting-edge audio found in interactive entertainment today. As such, Xbox 5.1 Surround Sound System is the first product to showcase G.A.N.G. approval.
Apogee Technology joined the all-star development team when the DDX Power and Controller ICs were selected for use based on the design flexibility and performance of DDX. The first to use DDX technology in the video gaming industry, Spherex was compelled by the company's ability to provide extensive design support. The DDX-2100's powerful, highly efficient, all digital, versatile design enables the Xbox 5.1 Surround Sound System to mix and match power configurations with subwoofers and satellites to deliver intense multi-channel gaming experiences.
Waves jumped on board with MaxxBass audio technology to dramatically extend the bass frequency response of the Xbox 5.1 Surround Sound System. Using a six-channel implementation, MaxxBass enables both extended subwoofer frequency response as well as mid-bass frequencies on the satellite channels. When combined with the OMNIPOLAR satellite speaker design, the technology provides unmatched sonic realism for video game and home theater applications.
At the heart of Xbox 5.1 Surround Sound System is Texas Instrument's Aureus audio DSP solutions for home theater and gaming products, enabling audio manufacturers to deliver feature- rich, realistic listening experiences across product lines from high-fidelity high-end systems to feature-driven low-cost systems. TI’s audio DSP facilitates high-fidelity sound reproduction by decoding audio standards such as Dolby Digital®, Dolby® Pro Logic II and DTS®, while still having the processing headroom for advanced acoustic features such as bass extension and audio dynamics.
An all-encompassing audio center for home entertainment, Xbox 5.1 Surround Sound System is also backed by an unprecedented 10-year global warranty with W3 Solutions. The Protection Program will provide consumers with; day-one protection, a designated toll-free line available 24/7, complete multi-lingual call centre service with troubleshooting and technical support, service/repair centers worldwide, and the program is fully insured by an A (Excellent) Rated Federally Licensed Insurance Company.
The result? Spherex Optimized surround sound, employing the best in audio technology components, fine-tuned and calibrated for truly immersive sound. It sets the benchmark for excellence and produces the ultimate level of sound realism in gaming, movies and music playback.
Global Marketing Strategy
Unveiling the impact of the Xbox 5.1 Surround Sound System with an enhanced DVD demo complete with custom animations and some of the hottest trailers at the convention, Spherex made a bold statement in sound at E3. The immersive sound combined with newly designed sound experience booths and Spherex-branded collateral officially kicked off a global campaign for the sales and marketing of Xbox 5.1 Surround Sound System.
Set to launch this summer, Xbox 5.1 Surround Sound System will have open distribution with Ingram Micro and other distributors throughout North America placing Spherex in channels which account for 85 per cent of the world’s $30-billion video gaming industry.
Partnering with Ingram Micro - the world’s largest technology distributor and a leader in technology sales – in North America, Spherex fostered the opportunity to create sales and profitability through unique marketing programs, outsourced logistics services, technical support, financial services and product aggregation and distribution.
Spherex also joins MuchMusic, Xbox Canada, EB Games and Bell Sympatico as a prizing sponsor for “Much Unleashed" this summer, allocating over two hundred Xbox 5.1 Surround Sound Systems as prizes and demonstration consoles. The cross-Canada tour will reach Xbox fans in cities from coast-to-coast with an interactive traveling road show featuring exclusive access to the latest in gaming, phone and Internet technologies plus contests, multiple prize giveaways and on-stage fan interaction.
Looking Forward
Spherex’s entry into the gaming industry has been a resounding success. Straight out of the gates, Xbox 5.1 Surround Sound System was recognized as a finalist in the Home Audio and Video category for the TechTV Best of CES 2004 awards held in Las Vegas. Combined with a successful launch at E3, they have set the soundstage for great things.
Since an increasing number of audio components like video games, movies and high-definition television (HDTV) are mixing audio in 5.1 surround sound, there’s no telling the impact an immersive multimedia platform like Xbox 5.1 Surround Sound System will have on the consumer electronics industry. Spherex has built a solid framework from which to build upward. A fantastic team of developers and engineers combined with cutting-edge technology from a number of industry leaders illustrate that Spherex is truly “Built for today... Ready for tomorrow.”
Hear What The Experts Are Saying
“We are very excited with what Spherex’s new sound system brings to the value and experience of Xbox. Gamers will be able to exceptionally heighten their interactivity because Xbox 5.1 Surround Sound System permits them to become completely immersed in the virtual world of the video game.”
- Bill Nielsen, Director of US Subsidiary Marketing, Xbox
"The unique design of these speakers results in the best dispersion of surround sound of any speakers I have heard. Halo 2 will definitely benefit from the work that Spherex is doing as a set of these will be going into my studio at Bungie and at home immediately. More so than our current reference speakers this new set will allow us to better monitor and tune our surround sound mixes and immersive 360 degree game sound. Spherex has just firmly raised the bar on multimedia surround sound."
- Jay Weinland, Sound Designer, Bungie Studios
"Black Ops felt strongly about producing the highest quality audio for Terminator 3: Rise of the Machines, because we believe that audio completes the gamer's immersive experience. In implementing Spherex's platform as a feedback mechanism for finalizing the DTS and Dolby surround audio real-time and pre-encoded 5.1 mixes, we were able to better utilize the spatial environment and sound balance ambient effects, resulting in a superior, more absorbing
experience."
- Jose Villeta, Vice President of Research & Development, Black Ops Entertainment
"Spherex's unique 360-degree sound dispersion technology creates the most realistic, immersive gaming environment possible. I'm pleased that Homeworld2 had the benefit of being the first game ever optimized for OMNIPOLAR Sound. In fact, Spherex's imaging is so impressive and accurate that I installed a system in my home for personal use."
- Alex Gardiner, CEO, Relic Entertainment
"The Xbox 5.1 system impressed me.The technology they are using used to be available only in speakers that cost about 5 times as much, and that was without an amplifier. The sound is clean, natural and incredibly dynamic and unlike other 5.1 systems the sweet spot seems to be almost anywhere you sit.
Sound has always been an important part of BioWare games - from orchestral scores to incredible dialog to immersive soundscapes, we have always strived to give our players the best experience possible. With our next game, Jade Empire - an action-RPG for Xbox due out late this year - we are not only keeping that tradition, but improving upon it. The XBOX 5.1 system is an ideal platform to hear Jade Empire the way it was meant to be heard."
- David Chan, Sound, BioWare
Spherex Inc. is a wholly owned subsidiary of Audio Products International Corp. (API). Founded in 1972 and privately owned, API is one of the largest loudspeaker manufacturers in the world.
API brands include Mirage, Energy and Athena Technologies loudspeakers. Xbox 5.1 Surround Sound System offers an exciting, immersive audio experience for gaming, movies and music playback. It exemplifies Spherex’s dedication to superior sound quality and affordable pricing.
Xbox (www.xbox.com) is the video game system from Microsoft that brings people together for the most exhilarating game and entertainment experiences. Xbox delivers an expansive collection of breakthrough games, powerful hardware and the unified Xbox Live online service. The new tag line, “it’s good to play together,” captures the spirit of Xbox as the social hub of the new digital entertainment lifestyle. Xbox is now available in North America, Asia, Europe and Australia.
The Xbox 5.1 Surround Sound System is manufactured under license by Spherex Inc.
Microsoft Xbox and the Xbox logos are either registered trademarks or trademarks of Microsoft Corporation in the U.S. and/or in other countries and are used under license from Microsoft.
