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Microsoft today announced an estimated retail price drop for its
Xbox360 family of consoles in the UK, and welcomed a new member of
the family – Xbox360 Elite. With a product to suit every interest
and budget plus an amazing line-up of games, the Xbox360 range is
poised to bring amazing gaming and entertainment experiences to even
more consumers this Christmas. The lower cost opens the door to
Xbox360 for more people, helping to broaden the market for gaming
and enabling more people to enjoy titles like
Halo 3, Scene It?, Bioshock, Project Gotham
Racing 4, Mass Effect, Ace Combat 6: Fires of
Liberation, Naruto, Blue Dragon and more – all
only on Xbox360.
From Friday, 24th August 2007, new estimated retail pricing will
come into effect for Xbox360 in the UK. The Xbox360, which includes
a 20GB Hard-Drive and one wireless controller, will be reduced by
£30 to carry an estimated retail price of £249.99. The entry-level
Xbox360 Core console, perfect for those wishing to make their first
foray into the gaming and entertainment world of Xbox, will be
reduced by £20 to carry an estimated retail price of £179.99.
Xbox360 Elite will carry an estimated retail price of £299.99 when
it launches in the UK this Friday, 24th August. It comes with a
massive 120GB Hard Drive, enabling consumers to store huge
quantities of content downloaded from XboxLIVE! Marketplace
as well as their own music. The inclusion of a High-Definition
Multimedia Interface Port (HDMI) is designed for the expanding
groups of consumers with HD TVs and HDMI – it offers an alternative
method for getting the incredible High-Definition gaming and
entertainment experiences that Xbox360 has pioneered. A premium
black finish marks the Xbox360 Elite as the ultimate in
entertainment devices and the ‘luxury’ option for seasoned gamers.
“We’re pleased to be able to offer Xbox360 at a new, lower estimated
retail price,” said Stephen McGill, Head of Gaming & Entertainment,
Xbox UK. “We pioneered the successful concept of multiple products
for multiple categories of consumer. First-timers will love the
Xbox360 Core system, which offers an affordable entry into
High-Definition gaming. The Xbox360 Elite, with its large Hard Drive
and wireless controller, will appeal to casual and experienced
gamers and families. The Xbox360 opens up whole new avenues of
entertainment for those who seek the ultimate gaming and
entertainment experience.
“Whether it’s our lead in console sales, record-setting games and
accessory attach rates or our leading online service, evidence is
everywhere that Xbox is thriving,” continued McGill. ”When you
combine that momentum with these great-value offerings with our
unbeatable Christmas game line-up, it’s clear that Xbox360 is
uniquely placed to take the UK by storm this Christmas.”
For the past year, Xbox360 has been the number one console in EMEA,
having obtained more than 30% of the market in terms of overall
revenue. Xbox360 continues to enjoy the highest software attach rate
of any game console in Europe with more than 5.5 games sold per
console since launch (PlayStation2: 3.8; GameCube: 5.2; Xbox: 4.3
after a comparable 17 months on the market).
With this move, Microsoft has placed themselves in a dramatic price
war with SONY’s PLAYSTATION3. At almost half the cost of the
equivalent bundle offering from SONY, the Xbox360 and Xbox360 Elite
systems now appear a comparable bargain. When coupled with a
fantastic line-up for the remainder of the year, the question has to
be asked: how well will the PlayStation brand name carry the
PLAYSTATION3 and its still-relatively high price-tag through the
all-important Christmas period? |
