Microsoft today announced it is lowering the estimated retail price (ERP) for its Xbox 360 family of consoles in Europe.  Now with an entry-level ERP of £159.99, Xbox 360 is a mass market entertainment proposition with something to offer for every interest and budget.

From Friday, 14^th March, Xbox 360, which includes a 20GB hard drive and one wireless controller, will have an ERP of £199.99 – a saving of £50 on the current ERP.  The Xbox 360 Elite, which comes with a massive 120GB hard drive enabling consumers to store huge quantities of content downloaded from Xbox LIVE Marketplace as well as their own music, will have an ERP of £259.99 – a saving of £40.  The Xbox 360 Arcade console, perfect for those wishing to make their first foray into the gaming and entertainment world of Xbox, will have an ERP of £159.99 – a saving of £40.

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.

The new ERPs are part of Microsoft’s ongoing strategy to open up the ultimate in high-definition gaming and entertainment to an even wider audience.

“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.”