European boss of Xbox Chris Lewis has been promoted to Vice President, Interactive Entertainment Business EMEA for Microsoft.
The new role will see Lewis add two more vital strings to his bow, taking complete responsibility for Microsoft’s interactive business in the region – including Microsoft Games Studios’ European operation and Xbox Live division. He will continue to head up the divisions responsible for the Xbox 360 hardware and first-party releases.
Lewis will now report directly to Don Mattrick, senior VP of Xbox’s Interactive Entertainment Business worldwide.
“We’ve led our industry in developing and publishing great games on a platform that is equal parts hardware, software and services,” said Lewis.
“We’ve led in driving growth for our partners at record rates. Now, it is our mission to fully deliver on our promise for Xbox 360 to be the console of choice for everyone in the family.
"And no territory is more important in this drive than Europe. This re-alignment allows us to work more efficiently with our global organisation and enhances our ability to reach our business goals.”
The news came as part of Microsoft's announcement that it was dropping the prices of its 360 SKUs across Europe.