Microsoft officially launches new Xbox 360 Arcade

Tuesday 23 Oct 2007

Microsoft has officially taken the wrapping off its new Xbox 360 Arcade console. The new console includes five family friendly games, a wireless controller, an HDMI output as well as 256 MB memory unit to save games. The new console enters the fray at $279.99.

The Xbox 360 Arcade became available in the US yesterday and includes full versions of these five games: PAC-MAN Championship Edition (NAMCO BANDAI Games America Inc.), Uno (Carbonated Games), Luxor 2 (MumboJumbo), Boom Boom Rocket (EA) and Feeding Frenzy (Sprout Games).

Low price, high value

“As families gather together this holiday, it’s the perfect time to launch a new low-priced, high-value Xbox 360 that plays games, TV shows and music for everyone to enjoy,” said Jeff Bell, corporate vice president of global marketing, Interactive Entertainment Business at Microsoft. “In addition to offering an incredible all-in-one package for families to get right into the fun, the Xbox 360 Arcade system features the industry-leading Family Settings, which allow parents to control what their kids are watching and playing — and we know how important that control is to families around the world.”

The Arcade console has been common knowledge for quite some time now after pictures confirming its existence were posted on various sites. However, up until now Microsoft had not officially launched the console which is widely believed to be an effort to counter the success of the Nintendo Wii which comes packaged with five free games in the form of Wii Sports. The new console also comes in light of Sony’s new 40GB PS3 model which will be hitting North American shores on the 2nd of November as well as a confirmed price cut for the 80GB model in the US.

Taking on the market

Microsoft also appear to be trying to target the so called non-traditional gaming market which Nintendo has up until now laid sole claim to, marketing the Arcade as “part of a broader initiative by Microsoft to bring the Xbox 360 experience to families everywhere.”

The company has also announced plans to expand its line-up to include more family content including the likes of Warner Bros. Bugs Bunny and Daffy Duck in the first ever Looney Tunes downloadable cartoons on Xbox 360 starting from today. Nickelodeon has also stepped up to the plate by adding three new shows on Xbox Live, ‘Blue’s Clues,’ ‘The Backyardigans’ and ‘iCarly,’ while THQ’s SpongeBob SquarePants Underpants Slam and Activision’s Shrek-N-Roll will also be available exclusively on Xbox Live Arcade. In addition family games including Guitar Hero III: Legends of Rock and Viva Pinata: Party Animals will be released over the coming holiday season.

The Xbox 360 Arcade console includes family settings so parents can restrict game access for younger players.

Karen Dodge, senior vice president and chief merchandising officer at Toys “R” Us, added, “We are excited to offer this new gaming experience to our customers — children and families — who can now enjoy the fun of Xbox 360 together. Many of this holiday season’s hottest items provide Internet connectivity, and with the online entertainment options available through Xbox LIVE, Xbox 360 Arcade offers families a great mix of online content and traditional gaming in one console.”

[UPDATE] The Xbox 360 Arcade will be available in UK stores from the 26th of October for £199.99.