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Xbox 360 hits six million in Europe

Microsoft has excitedly announced that it has now shifted six million Xbox 360 units across Europe. “We’re now the best-value next-gen console on the market with an entry-level ERP of £129.99, and consumers have clearly responded to that offering,” trumpeted Chris Lewis, Vice President of Interactive Entertainment Business EMEA. Of course, Wii hit the six mil mark back in January, while PS3 was on at least five million back in May, but let’s not dwell on that.

There are lots of references in the press release to the New Xbox Experience, Microsoft’s ‘re-boot’ of the console, including a new look for Xbox Live, updated social networking features and a bunch of new casual games including Lips and Scene It: You’re in the Movies. There’s an interesting claim in the last paragraph:

It’s the first time in history that a mass market consumer electronics device has been reinvented through software.

Well, that’s one way of looking at a re-design. But will the friendly new look, which – shall we say – borrows a few ideas from Wii, capture the imagination of casual users? Microsoft is clearly hoping that with its sub £130 price point, and a whole new Live experience, 360 will be perceived as an entirely new machine by the non-hardcore masses. Will it work?

Microsoft is possibly correct in its assertion that no-one has previously attempted to re-launch a consumer electronics platform from the inside out. But is there a reason for that?

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