Imagine if friends and families had the ability to instantly watch movies and share pictures, live out their musical fantasies through "Lips" (iNiS Corp./Microsoft Game Studios) and "Rock Band" (Harmonix/MTV Games) and star in their own Hollywood classics with "You're in the Movies" (Codemasters/Microsoft Game Studios) - all from one console, starting at an estimated retail price (ERP) of only €179/£129.99. That is the Xbox 360, and Microsoft today announced the new lower ERP for its Xbox 360 family of consoles in Europe. Now with an entry-level ERP of €179/£129.99 and offering a plethora of exciting and broad entertainment in the living room, Xbox 360 is the true home of mass market entertainment with something to offer for every interest and budget.

From Friday, 19th September, Xbox 360, which includes a 60GB hard drive and one wireless controller, will have 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, will have 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, will have an ERP of €179/£129.99.

The new ERPs are part of Microsoft's ongoing strategy to open up the ultimate in high-definition gaming and entertainment to an even wider audience, with something for everyone. A major part of this strategy is a new Xbox LIVE online experience coming to Europe this autumn that 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 free software, changing the way we play games, watch movies, and even become contestants in game shows. Along with the new Xbox experience, the Xbox 360 platform is offering a stunning games portfolio for all ages and interests this Christmas, with new titles for music lovers, family-friendly games, and exciting blockbuster titles for the committed gamer.

"We're proud to be expanding the reach of Xbox as the first next-generation console to break the €200/£150 barrier, making the platform up to €200/£170 less expensive than competitors" said Chris Lewis, Vice President, Microsoft Interactive Entertainment Business Europe. "History shows that the majority of console sales happen after this price point has been breached, and we're well positioned to take advantage of this mass market pricing. We're passing on the benefits of being the first console to sell over 20 million units worldwide, and of the ever-expanding ecosystem of Xbox, to consumers. We offer a large library of games and family entertainment for Xbox 360, with 90 titles coming between now and Christmas alone, and we're redefining what people can expect from entertainment with the new Xbox LIVE experience debuting later this year. Plus, with well over five million consoles sold to date the combination of the strongest games line up this Christmas, really innovative entertainment experiences and these groundbreaking new price points will ensure we continue to enjoy fantastic momentum in Europe."