But Microsoft wasn't the first game-maker to leverage audio branding. While the catchy advertising method was born in the '80s, it wouldn't be until the early '90s when it would make its way to videogames.

"Sega was the first videogame manufacturer to truly bring audio branding to the mainstream with the launch of its iconic Genesis commercials," says Scott Steinberg, author of Videogame Marketing and PR, when referring to the irreverent and consistent use of the Sega Scream. "It was part primal scream, part desperate plea for attention, as the edgier contender tried to gain on Nintendo's systems."

And it worked. The Genesis would be the first and only Sega system to turn a profit while giving the dominant Nintendo a run for its money. What's more, you'd be hard-pressed to find a gamer today unfamiliar with the iconic scream (say it: you know you want to).

On the subject of console branding, it seems that Microsoft may have even borrowed heavily from another popular system when developing the Xbox 360 audio logo in 2005. The PlayStation 2 audio mark, which can also be heard at the tail end of its start up screen, was released five years earlier and is the exact opposite but closely resembles the 360 sound. While the PS2 audio logo pitches down, the 360 audio logo conversely pitches up, about an octave higher. Both share the same length. (Have a listen.)

As the above examples clearly demonstrate, it's obvious that the use of sound can be a powerful tool in videogames when conveying meaning and connecting with customers. So what's next? Steinberg says there's more to come.

"Expect audio branding to enjoy something of a comeback over the next 5-10 years, as corporate consolidation and ballooning production costs force publishers to find simple and resonant ways to establish lasting brands," he says, before explaining the complexity in doing so.

"How can you sum up in three seconds what Activision Blizzard means from a consumer standpoint, not to mention what key values this mega-publishing entity stands for? It's a challenge more and more industry players will soon be facing, and one corporate leaders may turn to audio branding in order to meet, lest they fade faster than Nvidia's forgettable whisper."

As for Microsoft, the company remains committed to sonic advertising to promote its videogames efforts. "I can't get into our future plans," says Friedman, when asked if the next Xbox will feature an audio logo, "but I can tell you that audio will always be a critical part of our brand image."

Given that the Xbox 360 has turned a profit in three consecutive quarters this year, a first for Microsoft, not to mention the console's established reputation as a gamer machine, it's easy to see why.