Microsoft has pulled off a major coup by luring former I-Play CEO and MD of Nintendo Europe David Gosen to its management team, MCV can reveal.

The new VP of strategic marketing within Microsoft’s interactive entertainment business in Europe joins a newly-promoted Chris Lewis to further drive Xbox 360’s expansion into wider markets.

Reporting to Lewis, Gosen’s remit will focus on nailing the mass market – an element of Microsoft’s strategy that went a step further this week after a round of Xbox 360 price cuts.

“I’m very excited to be part of Microsoft IEB at this key stage in the gaming industry,” said Gosen. “Xbox 360 is now a mass-market gaming console, and with the recent price reduction we’re poised to open the market for Xbox 360 even wider. The content portfolio goes from strength to strength and is providing compelling experiences for a broader audience, and the titles we have coming up are massively appealing.

“Meanwhile, Xbox Live continues to set the standards for online gaming and community – it is the first unified online entertainment network seamlessly integrated throughout the entire console experience, making it easy for consumers to find the friends, games and entertainment they want. I’m very much looking forward to joining the the Microsoft IEB team and inviting more and more people into the world of Xbox.”