NEWS - Monday, August 20, 2007

Microsoft Slashes UK Xbox 360 Pricing

Microsoft has announced that it will be cutting the recommended retail price of all Xbox 360 models in the UK as of Friday, August 24, when the firm will also be launching the Elite Xbox 360 for a less-than-anticipated £299.99. From Friday, the Premium Xbox 360, 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 Xbox 360 Core console will be reduced by £20 to carry an estimated retail price of £179.99, a price that matches the retail value of Nintendo’s highly successful Wii console. The Xbox 360 Elite, initially slated to retail for £329.99, will carry an estimated retail price of £299.99 when it launches in the UK later this week. The console comes with a 120GB hard drive, HDMI port and premium black finish as standard. As well as the Elite 360, a range of accessories will also be made available in the UK this Friday. A 120GB hard drive will be priced at £129.99, a black wireless controller will sell for £32.99, the Xbox 360 Play and Charge Kit will cost £14.99, and the Xbox 360 rechargeable battery will be priced at £9.99. “We’re pleased to be able to offer Xbox 360 at a new, lower estimated retail price,” said Stephen McGill, head of Gaming and Entertainment, Xbox UK. “We pioneered the successful concept of multiple products for multiple categories of consumer. First-timers will love the Xbox 360 Core system, which offers an affordable entry into high-definition gaming. The Xbox 360 Elite, with its large hard drive and wireless controller, will appeal to casual and experienced gamers and families. The Xbox 360 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,” McGill added. ”When you combine that momentum with these great-value offerings with our unbeatable Christmas game line-up, it’s clear that Xbox 360 is uniquely placed to take the UK by storm this Christmas.” In the press release, Microsoft also stated that for the past year Xbox 360 has been the number one console in EMEA (Europe, Middle East and Africa), having obtained more than 30 percent of the market in terms of overall revenue, while the 360 family of consoles boasts the highest software attach rate of any game console in Europe with more than 5.5 games sold per console since launch.


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