Xbox 360 Price-drop Live on Amazon.co.uk - Now Confirmed

by Patrick Steen on March 10, 2008 at 6:22 am

After rumours that the Xbox 360 would be seeing a price cut in Europe, today is the day Amazon.co.uk let the numbers slip before the end of the announcement’s NDA. The NDA has now been lifted. Follow the jump for the new prices and PR.

Not only have Amazon.co.uk listed the new prices, they have cut them by a further £10. As far as price drop rumour rumblings, these came from the German Financial Times and two stores in the Netherlands. The price cut was rumoured to be as follows:

Xbox 360 Arcade - from €279.95 to €199.95
Xbox 360 Premium + 2 games - from €399 to €299.95
Xbox 360 Elite - from €449 to €399.95

Amazon.co.uk can now confirm the new UK prices. The Xbox 360 Arcade will drop from £199.99 to £159.99 (cheaper than the Nintendo Wii no less, a phenomenon we can recall from December 2007), the Xbox 360 Premium from £249.99 to £199.99, and the Xbox 360 Elite from £299.99 to £259.99.

The Xbox 360 Elite is still priced considerably higher than the Premium even though the value added does not appear to match £60. Still, at a further £10 off of each model at Amazon.co.uk, Microsoft have set themselves up for some jolly shopping by the time Grand Theft Auto IV comes out. This is especially clear when compared to the PS3’s current cost of £284.99 at the online retailer.

You’ll find that the price cut will be officially announced at approximately 2pm GMT today.

*Update 12.55pm GMT* Amazon.co.uk have returned their Xbox 360 prices to the original costing, presumably because they have jumped in front of the official press release. Thankfully we have a screenshot to prove the price drop.

*Update 2.20pm GMT* Just after 2pm, as I predicted, the Microsoft Press Release comes. The price cuts will be effective in Europe as of March 14th.

Microsoft today announced it is lowering the estimated retail price (ERP) for its Xbox 36 family of consoles in Europe. Now with an entry-level ERP of £159.99, Xbox 360 is a mass market entertainment proposition with something to offer for every interest and budget.

From Friday, 14th March, Xbox 360, which includes a 20GB hard drive and one wireless controller, will have an ERP of £199.99 – a saving of £50 on the current ERP. 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 £259.99 – a saving of £40. 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 £159.99 – a saving of £40.

Xbox 360 is the number one next-gen console in EMEA, owning 42% of the market in terms of life-to-date revenue. Xbox 360 continues to enjoy the highest software attach rate of any game console in Europe with more than 7.0 games sold per console (PS3: 3.8; Wii 3.5) after 26 months on the market.

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 an offering for everyone.

“Xbox 360 is now mass market in Europe,” said Chris Lewis, Vice President, Microsoft Interactive Entertainment Business Europe. “We have reached and surpassed several key milestones that form part of our long term strategic plan to achieve critical mass in Europe; and our portfolio now offers the kind of mainstream entertainment experiences that secure wider appeal for Xbox 360. These factors allow us to execute on our strategy to widen the market for Xbox 360, as planned.

“We continue to offer intense, immersive gaming experiences for gamers – but now we’re priced in a way that will allow new consumers to find out for themselves why Xbox 360 is the ultimate in high-definition entertainment.” said Lewis. “History shows that £159.99 is the price point where a console’s audience begins to expand, and with these new ERPs in place we’re ready to bring more consumers into the Xbox 360 world.”

Credit: Gamer.nl for magazine scan
Full Press Release can be found at MCV.UK
Xbox 360 Price Cut Q&A with Chris Lewis, Regional Vice President Xbox Europe: Wonderwallweb.com

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Tags: amazon_co_uk, Arcade, Europe, financial_times, netherlands, rumblings, xbox_360

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Comments »

Geoff H
on March 10, 2008 8:34 am

This spreading to North America too probably? It’s about time, but certainly smart to do it around GTA4.
John Kershaw
on March 10, 2008 10:03 am

Woah, 360 cheaper than a Wii? Only £150! this is madness!
Patrick Steen
on March 10, 2008 10:15 am

The Premium is clearly the best deal.
Norm // Meet In the Lobby
on March 10, 2008 10:56 am

But in the UK, the 360 controls are reversed from the US, right? Oh wait, I’m thinking about cars. Never mind.
Kev Lochun
on March 10, 2008 12:06 pm

By Jove.
I’ve just wet myself.
How gutted would you be if you bought a 360 this morning. Some poor bugger must have…
atreusk
on March 10, 2008 6:36 pm

150 British pounds = 302.01 U.S. dollars
ok????
Mike
on March 10, 2008 8:33 pm

‘This spreading to North America too probably’

It happened in NA first - just Canada mind you, but we’re still part of North America ;)
alba posters
on March 11, 2008 12:40 am

The Wii is fun, but X-box is simply amazing! I’m glad Microsoft is not sitting back and losing the game war!
needtocontrol
on March 11, 2008 8:36 am

“The Wii is fun, but X-box is simply amazing!” - No it’s not, it’s just a box of boring electronics. The GAMES are great. sheesh, when will you kids ever learn?

I might just stretch to buying one. Hmm, maaaaaybe.
Geoff H
on March 11, 2008 8:49 am

@Mike–Actually I live in Canada right now. I’m aware the price has come down to $350, but that Euro price translates to about $300 for NA.

I think it’s about time we see that price at least. Going on two and a half years out and it’s only down $50? C’mon.
eNorby
on March 11, 2008 3:50 pm

hell yeah i’m gettin myself a 360 Premium by Easter :D
Mykul
on March 12, 2008 8:09 am

Wouldnt have one even if Bill gave me one for free… I Just dont like Microsoft and think they should’ve NEVER gone into this market.
Anonymous
on March 12, 2008 6:51 pm

@Mykul

Awwwh Why? Did Microsoft steal most of Sonys fanbase away from them? Did you not like the competition? It’s ok Sony fanboy you can go and cry now.
Mykul
on March 13, 2008 6:35 am

@Anonymos(please put in your name coward), Look I like the Xbox360 as a console it a good machine if it was made by Saga, I’d have bought one a long time ago, I own a Wii and have a large collection of other consoles. I didnt like Microsoft before the released the Xbox, this is one market Bill(Microsoft) should have stayed out off, IMO, he’s just taking over the world a little bit at a time. I mean whats next uh!! Microsoft TV, Microsoft Snacks, Microsoft Cars??
As for stealing Sony’s fan base I dont give a flying F**K about Sony either it there war not mine. Sorry but you must have me confused as some kind of silly fanboy child.

Hope this answers your comment fanboy.

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