With the lowest spec model now undercutting Nintendo's soaring Wii, Microsoft Europe boss Chris Lewis believes the wide range of family-friendly services offered by 360 are key to the company's mass-market ambitions
The simExchange analyst Jesse Divnich believes a similar move in the US is the company's "only feasible and economic option" to combat Sony's PlayStation 3 momentum.
The console war intensified this week, with senior Xbox exec boss Chris Lewis branding disc formats a thing of the past as Microsoft slashed the price of 360 in Europe — with the entry level model now half the price of Sony's Blu-ray supporting PS3.
With the price of Xbox 360 models slashed this week, Microsoft Europe boss Chris Lewis believes the aggressive move will help snare the elusive casual consumer, while reinvigorating the platform in places where it is being outsold by PlayStation 3.