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UK has world’s best 360 attach rate

Ben Parfitt
UK has world’s best 360 attach rate

The PlayStation brand has always enjoyed a strong following in Europe and, in particular, the UK but Microsoft’s VP of interactive entertainment business for EMEA Chris Lewis has revealed why it remains one of his firm’s key territories, too.

“We don’t break out figures by country, but the UK continues to be a very strong market for us with the highest attach rate in the world,” he told MCV in an exclusive interview in this Friday’s magazine.

“In the face of price drops, new form factors and massive marketing expenditure by the competition, Xbox 360 still grew full-year market share in EMEA from 2008 to 2009.

“In November, we also celebrated selling 10 million consoles into customers’ homes in EMEA. Our games attach rate remains the highest in the industry, by an increasing margin, which makes us both an enviable platform and a great partner for publishers and retailers alike.”

MCV has spoken to each of the three platform holders in its E3 Special Edition, which will be circulated at the LA event next week. To read the interviews in full, make sure you check MCV magazine this Friday.

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Tags: Microsoft , uk , xbox 360 , best , chris lewis , attach rate

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