In a move aimed at consolidating its share of the European consumer games console market, Microsoft has decided to cut the prices across its range of Xbox 360 consoles.
From this Friday, the standard Xbox 360 which comes with a 20GB hard drive will reduce in price by €80 to €279.999.
The Xbox Elite – which comes with a 120GB hard drive to allow consumers enjoy content from the Live Marketplace – will also be reduced by €80 to €379.99.
The entry-level Xbox 360 Arcade will be reduced in price by €100 to retail for €199.99 from 14 March.
Microsoft says the move is designed to open the Xbox platform up to a wider market and become a standard fixture of the European living room.
“Xbox 360 is now mass market in Europe,” said Chris Lewis, vice-president, Microsoft interactive entertainment business Europe.
“We have reached and surpassed several key milestones that form part of our long-term strategic plan to achieve critical mass in Europe; and our portfolio now offers the kind of mainstream entertainment experiences that secure wider appeal for Xbox 360. These factors allow us to execute on our strategy to widen the market for Xbox 360, as planned.
“We continue to offer intense, immersive gaming experiences for gamers – but now we’re priced in a way that will allow new consumers to find out for themselves why Xbox 360 is the ultimate in high-definition entertainment,” said Lewis.
“History shows €199 is the price point where a console’s audience begins to expand, and with these new ERPs in place we’re ready to bring more consumers into the Xbox 360 world,” Lewis concluded.
By John Kennedy