Following Microsoft’s recent price cut of all the Xbox 360 hardware packages in Europe, sales in the UK have risen by 40%. In an attempt to push back against popular incoming Sony software like Metal Gear Solid 4 and the Gran Turismo 5 Prologue PS3 bundle, the price cut looks to have had the intended effect so far.

Given such an immediate rise, it’s likely the sales increase will continue as word gets out and more people are able to take advantage of the new price.

The price cut saw the Xbox 360 Arcade package drop to 159 GBP, the Premium to 199 GBP and the Elite to 259 GBP. With Easter weekend looming, retailers are expecting the 360 to continue selling well.

Software sales didn’t see a similar increase, but Chart-Track’s director Dorian Bloch, speaking to Gamesindustry.biz, indicated that was likely due to some big releases the previous week that drove sales up for that period.

Those outside of North America tend to pay a premium for hardware compared to the US, so this drop was certainly overdue. Microsoft dropped the price recently in Canada by $50 as well, also overdue thanks to rise of the Canadian dollar. However, it’s been well over two years out from launch and the price is only $50 less than the initial price in the US and Canada. Isn’t it time Microsoft gave North American gamers a break too?

Due to the initial high cost of the PS3, a price drop seemed to be the ace that Microsoft was holding up their sleeve. With their hardware struggling more in Europe and the impending release of regionally popular titles on Sony’s platform, Microsoft took the plunge.

It seems they feel strong enough in North America for now: the Premium is $50 under the cheapest PS3 and the platform boasts exclusive extra content with the release of Grand Theft Auto IV just over the horizon. It seems high time Live was finally made free–for everyone.

Rumors persist of a new 360 model, perhaps including a larger drive. Microsoft may also plan to maintain the price, but include a bit more space at the same time. That is a noticeable trend this generation, and frankly a frustrating one.

To many consumers even a $350 console is quite a lot, and companies should see that they could bring more of those people into the mix with a lower price point, as opposed to more storage space. As with all things, time will tell.

Tags: Sales, UK, Xbox 360

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