Zune firmware 3.0 now available

Sure iTunes 8 may have changed the way folks do things on the Apple side of the street, but Microsoft wasn’t content to let them have all of the groovy news this week. 3.0 ushers in a number of new changes — the biggest amongst those? Zune Gaming.

Once you complete the lengthy update process you’ll find a new “Games” option from the menu. Included with the update are two free titles — Hexic and Texas Hold’em Poker. Both play like watered down versions of their 360 counterparts, but for on-the-go gaming they certainly fill the Zune’s void nicely.

I’ve spoken with a Microsoft rep, and they assured me that they have no news on any future gaming plans at this time. It’s a shame, and a bit confusing. Why offer the service with no new games on the Marketplace to go with it?

Speaking of the Zune Marketplace, other new features in 3.0 include tagging of songs on FM Radio for purchase. It’s a great little feature that until now had been exclusively available on satellite radio. I have never understood why the MP3 marketplace didn’t jump on this opportunity before, but I’m glad to see they’re doing it now. And while the Zune Marketplace is still unavailable in Canada, the rep I spoke with assured me that this feature should connect to a viable alternative in Canada until the Zune Marketplace is up and running.

Other new features include Audiobook support and a few new features that attempt to steal the thunder from Apple Genius: Channels and Personal Picks. For those with a Zune Pass (again — not available in Canada), Channels will provide you with regularly updated playlists featuring music recommendations from a number of top sources. Personal Picks will recommend song downloads, channels, and social friends based on the music you listen to.

All in all it’s a pretty major update, and unlike the recent Genius updates for Apple iPod’s, it’s backwards compatible to all previous Zune iterations.

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