Since the European price reduction took effect April 26, weekly sales are running neck-and-neck with PlayStation 2. Based on week-to-week sales since launch, Xbox represents 49% of the next generation console market in the United Kingdom1, 46% in France and 55% in Germany2.
Already-strong attachment rates for Xbox games have increased as well with an average of 3.7 games purchased for each Xbox video game system in the United Kingdom3. Award-winning Microsoft Game Studios title “Halo” (recently awarded Game of the Year, Technical Achievement of the Year and Audio Achievement of the Year by influential industry magazine Edge) built on its success, with an average attach rate of 88%4. Increased European sales have taken “Halo” well past the one million sales milestone worldwide.
“Our customers have reacted positively to the price drop and we have seen an uplift in sales since April 26,” said Alex Croft, head of buying for GAME Stores Group Ltd5. “This activity reaffirms Microsoft’s commitment to the market and highlights the excellent value Xbox now represents to our customers.”
“I’m glad that more gamers in Europe are able to experience Xbox for themselves,” said Sandy Duncan, vice president, Xbox Europe. “Our strategy is to give outstanding value to as many consumers as possible, and the increased Xbox sales since the price reduction indicate that strategy is on track. The new price allows us to be more competitive and make serious inroads into the hearts of European gamers leading up to Christmas, 2002.
“As we’ve said before, this is a marathon, not a sprint — and these initial figures are extremely encouraging,” said Duncan. “But it is delivering great games and great experiences to hundreds of thousands of happy consumers in Europe over the long term that is our most important goal, and we will continue to drive initiatives to continue this cycle of success.”
In addition to the new price point, word-of-mouth recommendations and stellar reviews are driving gamers to the great games available on Xbox.