Platform holder Microsoft has fired a warning shot at Nintendo this week as it prepares to unleash a full-scale assault on the casual games space.

While Xbox 360 continues to build momentum within the UK enthusiast gamer market, regional vice president of the EMEA home and entertainment division Chris Lewis has told MCV that invading Nintendo’s patch is vital in taking Xbox 360 to the next level.

“Our drive is to appeal to a wider genre with more casual types of gaming,” he said. “Clearly we need to continue toward more casual-based gaming experiences, and more peripheral-based gaming experiences in front of the screen.

"You’re going to hear more about that at E3. For 360 to appeal in the way we want it to and for us to achieve our aspirations, we need to be in the broader space as well as  investing in the core element.”

The fresh push into the non-core market is likely to include increased use of Microsoft’s existing camera peripheral, a significantly expanded range of titles designed to appeal to a wider demographic and perhaps even a controller aping the Wii’s highly successful motion-sensing capabilities.

“Nintendo occupies a very specific space and I genuinely think we co-exist with Nintendo very well,” added Lewis. “Having said that, it is interesting for us to continue to work on games and experiences that appeal to a broader demographic base.”