Xbox 360 has sold 10 million consoles across Europe, the Middle East, and Africa in four years.
The software company predicts the arrival of the much-anticipated Project Natal will create a new category of gaming and entertainment experiences through controller-free gaming.
Martin Olausson, director of digital media research at Strategy Analytics, says: “By introducing innovative new services and content such as Natal, Xbox will likely attract a wider audience than its rivals and is in a great position to maximise sales in the next few years”.
He adds that 2009 has been an important year for Xbox 360 as it has made strategic moves to change the way people consume and share entertainment content, and interact with each other online.
Beyond gaming
Chris Lewis, vice-president of interactive entertainment business at Microsoft Europe, says European consumers are very discerning and demand a connected entertainment experience. “That's why we focused on providing content that is right and relevant for them and entertainment beyond just gaming, to movies, music and social networking.
“We have delivered on this promise and next week will bring real innovation into the living room through instant streaming high definition movies, connecting with friends on Facebook and Twitter, and a personalised music channel.”
According to Microsoft, the majority (60%) of Xbox's target market is now becoming integrated into the family living room. Microsoft says this has also caused a shift in Xbox's customer base, as 35% of Xbox customers are women and 64% are over the age of 25.
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