Chris Lewis, Vice President, Interactive Entertainment Business EMEA, said: “We’re very excited that more consumers in Europe are joining the ever-growing Xbox 360 community. We’re now the best-value next-gen console on the market with an entry-level ERP of €179/£129.99, and consumers have clearly responded to that offering. We’re supporting this momentum by putting launch-level investment into a European advertising campaign, launching this week, which shows how Xbox 360 is changing the way consumers experience entertainment. With the New Xbox Experience on the horizon, and great titles like Lips, Scene It?; You’re In The Movies, Fable 2, and more, there’s never been a better time to jump in to all that Xbox 360 offers.”

From last Friday, 19th September, Xbox 360, which includes a 60GB hard drive and one wireless controller, has an ERP of €239.99/£169.99. 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, has an ERP of €299.99/£229.99. The Xbox 360 Arcade console, perfect for those wishing to make their first foray into the gaming and entertainment world of Xbox, has an ERP of €179/£129.99.

The price drop has set the stage for a record breaking holiday season, and the launch later this year of the New Xbox Experience, which will reinvent home entertainment from the inside out, with a bold new look and feel that is fun, social and simple to use. It’s the first time in history that a mass market consumer electronics device has been reinvented through software, changing the way we play games, watch movies, and enjoy great all-round entertainment.