Xbox 360 Family Now Offers Fantastic Gaming Experiences For Every Interest and Budget

Dubai, Monday 20th August, 2007- Microsoft today announced an estimated retail price drop for its Xbox 360 family of consoles in the Middle East, and will welcome a new member to the family - Xbox 360 Elite.  With a product to suit every interest and budget plus the best line up of games of any console, the Xbox 360 range is poised to bring amazing gaming and entertainment experiences to even more consumers this Christmas.  The lower cost opens the door to Xbox 360 for more people, helping to broaden the market for gaming and enabling more people to enjoy titles like Halo 3 (Bungie), Scene It? (Microsoft Game Studios), Bioshock (2k Games), Project Gotham Racing 4 (Bizarre Creations), Mass Effect (BioWare), Ace Combat 6: Fires of Liberation (Bandai/Namco), Naruto (Ubisoft), Blue Dragon (Mistwalker/Artoon Co. Ltd) and more - all only on Xbox 360.

From Friday, 24th August 2007, new estimated retail pricing will come into effect for Xbox 360 in the Middle East.  The Xbox 360, which includes a 20GB hard drive and one wireless controller, will be reduced by AED 300, to carry an estimated retail price of AED 1,499.

Xbox 360 Elite will carry an estimated retail price of AED 1,950 when it launches in the Middle East, 6th September, the first day of GITEX Shoppers 2007.  It comes with a massive 120GB hard drive, enabling consumers to store huge quantities of 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 Xbox 360 has pioneered.  A premium black finish marks the Xbox 360 Elite as the ultimate in entertainment devices and the 'luxury' option for seasoned gamers.

"We're pleased to be able to offer Xbox 360 at a new, lower estimated retail price," said Armagan Demir, Head of Entertainment and Devices Middle East, Microsoft. "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," continued Demir. "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 Europe by storm this Christmas."

For the past year, Xbox 360 has been the number one console in EMEA, having obtained more than 30 percent of the market in terms of overall revenue (more than 45 percent in the UK, Netherlands and Sweden*).  Xbox 360 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 (PS2: 3.8; GC: 5.2; Xbox: 4.3 after 17 months on the market*).

As well as the Xbox 360 Elite console, a range of accessories will be made available including:

·         Xbox 360 120GB hard drive: The massive 120GB detachable hard drive allows gamers to save their games, video, music, pictures, trailers, levels, and demos.  It is designed for Xbox 360 owners who wish to upgrade to higher storage capacity.  Estimated retail price of AED 799.

·         Xbox 360 Wireless Controller: Now available with a sleek black finish to match the Xbox 360 Elite, this award-winning, high-performance wireless controller features the Xbox® Guide Button for quick, in-game access to friends and music. It has a range of up to 30 feet and a battery life of 30 hours on two AA batteries.  Estimated retail price of AED 199.

·         Xbox 360 Play & Charge kit. Complete with a charging cable and a black rechargeable battery pack, the Xbox 360 Play & Charge kit allows gamers to recharge their Xbox 360 Wireless Controller without interrupting their gameplay. It is available for an estimated retail price of AED 199.

·         Xbox 360 rechargeable battery. The rechargeable battery pack, now in black, provides more than 25 hours of gameplay per charge. It is available for an estimated retail price of AED 89.

·         HDMI. Xbox 360 HDMI cable. New to Xbox 360, HDMI allows consumers to get HD video (up to 1080p) and multichannel surround sound, all from one cable. It is available for an estimated retail price of AED 249. 

The Microsoft Xbox 360 stand, at GITEX Shoppers, will be located in the West Hall, stand WZ20. The Microsoft Xbox 360 stand will be host to a number of fabulous surprises, promotions and giveaways.

-Ends-

About Xbox 360
Xbox 360 is the most powerful video game and entertainment system, delivering the best games, and unique digital entertainment experiences that revolve around gamers. The system was first launched in North America, Europe and Japan in 2005 and then in Australia, Colombia, Hong Kong, Korea, Mexico, New Zealand, Singapore and Taiwan in 2006. More information can be found online at http://www.xbox.com/xbox360.

About Microsoft
Founded in 1975, Microsoft (Nasdaq "MSFT") is the worldwide leader in software, services and solutions that help people and businesses realize their full potential. Microsoft, Xbox and Xbox 360 are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

For more information please contact:
Tarek El-Moukachar
Public Relations
Entertainment and Devices Division Middle East
Microsoft
Email: b-taem@microsoft.com

© Press Release 2007