Xbox 360 |
by Dan Nicolae Alexa |
11th March 2008 |
Gears of War 2 |
What
we had announced last week
has finally become reality: Microsoft cut prices for the Xbox 360s sold
in Europe, in a desperate attempt to keep up with Sony's looming menace
and the suffocating pressure from Nintendo.
It's a fact that Microsoft is not well-positioned in Europe and that generally speaking PAL areas are Sony
playground stronghold. Even with a launch more than a year and a half later, the PlayStation 3 still
managed to overcome the difficulties related to manufacturing and bad press, and is now ready to surpass Xbox 360's install base in Europe.
Probably to prevent that from happening anytime soon, the Redmond
behemoth has lowered the prices for its console, making the entry-level
model even cheaper than the Nintendo Wii. The price-cuts will be
effective starting Friday, February 14. However, Microsoft has
something to brag with: according to their press statement, the Xbox
360
"is the number one next-gen console in EMEA, owning 42% of the market in
terms of life-to-date revenue. Xbox 360 continues to enjoy the highest
software attach rate of any game console in Europe with more than 7.0
games sold per console (PS3: 3.8; Wii 3.5) after 26 months on the market."
Moreover, the Big Brother from Seattle estimates that more than 1000
games will be available for the Xbox 360 by the end of 2008, out of
which at least 150 are rated 3+. Just to make its product even more
enticing for worried parents, Microsoft underlines that no other
console offers the strict parental controls that the Xbox 360 offers.
"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 that £159.99 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."
In case you haven't clicked on the link in the first paragraph, here's the list of prices to be applied starting this week:
- Xbox 360 Core system: £159.99 ERP
- Xbox 360 Premium: £199.99 – a saving of £50 on the current ERP
- Xbox 360 Elite: £259.99 – a saving of £40
And as if a consistent price cut, a consistent library of games, a strong online service
and a persistent red ring of death
wouldn't be enough, Microsoft promises that X60-endowed gamers will
have episodic content to download for GTA IV only from Xbox Live, plus
exclusives like Gears of War 2, Too Human or Fable 2.
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