Microsoft has launched a new service, Xbox Wire, in a bid to “help you keep up with the latest Xbox news” and communicate its marketing messages direct to consumers.Companies are increasingly bypassing traditional media in favour of direct marketing, where their own community managers reach out to consumers directly. In the hypercritical games journalism space, providing unfiltered preview content of upcoming games is increasingly valuable to companies – so setting up your own PR-managed news blog makes perfect sense.“You will be able to follow our journey as we bring you the best in games and entertainment and along the way we’ll introduce you to the people, places and technology that bring it all to life.” writes Xbox Wire editor, Lisa Gurry, who also happens to be the Senior Director of Public Relations at Microsoft. The firm promises that company executives, including Larry “Major Nelson” Hyrb, will appear on the site.Xbox Wire will be fully live from the 21st May, to coincide with Microsoft’s announcement of the next Xbox.