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European 360 sales "have hit a wall"

According to Screen Digest (as reported by gamesindustry.biz) Xbox 360 sales in Europe "have hit a wall." The report notes that the Xbox 360 thus far has failed to reach outside its typical demographic of adult males (surprise!). The report also states that the Xbox 360 brand image does not hold up nearly as well in "non-Anglo Saxon markets." Judging from disappointing sales (and advertising) in markets like Japan, it's hard to disagree with that assessment. Screen Digest concludes that Microsoft must make an effort to break free of the limited number of (notably hardcore) genres associated with the Xbox 360. Still, it's not all bad, as the article does mention that many of the year's most anticipated titles will be on the 360 this holiday season, and Xbox Live remains "a beacon of hope."

Would any of our European readers care to comment on the state of the 360 in your area?

[Via Evil Avatar]

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Reader Comments

(Page 1)

1. I live in England and pretty much everyone I know that owns a console owns a 360.

Posted at 2:37PM on Jun 20th 2007 by nath225

2. I come from New Zealand. We're PAL like Europe. Does that count?

If so, 95% of the gamers I know have been impressed by the 360 (including 2 Nintendo "fanboys"), although I am 1 of the only 2 people I know who actually owns a 360. (My money crippled friend keeps trying and my ex wants one.)

Perhaps MS should market the 360's other capabilities more, release more games like Viva Pinata and lower their price. Adding additional codec support might encourage more people who store movies on their computer to use the 360 to watch said movies on a TV. Just a thought.

Posted at 2:50PM on Jun 20th 2007 by Kevin

3. I'd agree with Nath... I don't no anyone with any other console in fact - but I, and all of my friends fit the 'adult male' demographic.

More amazing games are coming and I think sales will dramatically drive 360 ahead of the competition even further!

Posted at 2:52PM on Jun 20th 2007 by barbour9

4. yea, same here. I live in England & most of all my friends have 360's even people within my work & their kids have them

Posted at 2:55PM on Jun 20th 2007 by Richard

5. I live in Scotland and most of my mates have 360's and it's definately the console of choice out of the PS3 and Wii for decent gaming. Don't know where they get that sales have "hit a wall", as far as I am aware the 360 is doing pretty well in the UK.

Posted at 2:56PM on Jun 20th 2007 by crazylegs

6. Here in Norway i got the impression that the 360 is selling pretty good.
Great site btw.

Posted at 2:57PM on Jun 20th 2007 by Psycroptic

7. Out of my large group of friends, only one of us owns a ps3, the rest of us own a 360

Posted at 2:58PM on Jun 20th 2007 by JustinA

8. I'm a Brit living in the US. Of my American friends, I know two people with the Xbox 360, everyone else has a Wii and/or a DS.

Of my British friends, I know one guy with Xbox 360, Wii AND DS, everyone else either has a DS or a system from the last generation, mostly PS2s.

Posted at 3:05PM on Jun 20th 2007 by Dale

9. It would be interesting to get the sales figures that support the "European 360 sales have hit a wall" quote. I've got the impression the 360 is doing very well in the UK, Ireland, the Netherlands, Germand and the Scandinavian countries, and not so good in France and southern Europe, but without real sales figures it's just conjecture.

Posted at 3:06PM on Jun 20th 2007 by ymmv

10. If they wish to break the family mass market in europe they need to release family games. They need to lower the price to tempt the mums into stores to spend dads money. Break the confusion between core and premium packs,Spend some money developing a family brand titles and icons that every kid wants to be or play as.
Then and only then will the family mass market flock to the 360.
Oh yeah finally it don't help things when most people have had problems with the product, word off mouth hurts but reports of failures on national tv on a prime time show like watchdog in the uk will kill it.

Posted at 3:09PM on Jun 20th 2007 by Rez

11. Last week the 360 sold 30,000 and the PS3 15,000 2 to 1 whos hit the wall?

Posted at 3:17PM on Jun 20th 2007 by mike

12. If there's one thing that's currently holding back the sales of the 360 in Europe, I think it's the continuous stream of negative publicity regarding its lack of quality and reputation for scratching discs. It's really sad that Microsoft doesn't tackle these issues adequately, because otherwise they would have a clear winner. In fact, I think sorting out the quality issues could be a more important factor in increasing sales than lowering the price.

Posted at 3:17PM on Jun 20th 2007 by larsu

13. well of course more people own 360s then PS3s, because 360 came out more then a year earlier. 360 came out worldwide at the same time, but PS3 came out in PAL regions much later then the US or Japan.

you cant really base sales on past purchases, the only way to really see how 360 is doing is see current sales numbers, like the past week and month in PAL regions.

Posted at 3:17PM on Jun 20th 2007 by sirpilf

14. I for one (living in Belgium) only know 1 person who owns a 360 (and I don't own one myself either). And I knew another one but he sold it. Along with an extra controller and 3 games for under €400.
I guess he'd go for the PS3.

Belgium just is a Sony-country. They think everything Sony = quality. Tv's, sound systems, camcorders, digital camera's, you name it, they think it's the best of the best.
Same with gaming. I know more people who own a PS3. (But the number of Wii's pwn all, naturally) I think the PS3 will catch up though, in Europe. We're all (sadly) SONY's bitches..

Posted at 3:21PM on Jun 20th 2007 by Frexy Q.

15. Also in England and pretty much everyone I know with a current-gen console has a 360, or a 360 and a Wii :P

Posted at 3:43PM on Jun 20th 2007 by jas0nuk

16. I'm Irish, and the 360 has been doing pretty well, certainly the best out of all the next gen consoles.
But I would agree with this report, the market is not growing for the 360 in the slightest.
This is because, in my opinion, un-like America, where the 360 offers Video Market, {making it not just a games console}, all the console has is games. There is no other worthy function of it. And all those games are mainly hardcore.
Interesting topic, thanks for the post/news item.

Posted at 3:51PM on Jun 20th 2007 by Zeouterlimits

17. Price, as well as XBLA content probably are the main hindrances.

Posted at 4:13PM on Jun 20th 2007 by h0mi

18. Well i work at GAME in england and i can comfirm it in my area (London)

360 sales in our store has gone down dramatically since the PS3 (yes the ps3 is outselling the 360 in my store but the Wii is outselling them both combined)

I and my friends all own a 360 (and a few of them have a wii)so its either the Wii is crushing the competition (which seems the case here) or everyone has got a 360.

Posted at 4:39PM on Jun 20th 2007 by White_hell

19. To microsoft europe consists of 3-4 major countries.Actually to all american companies europe is UK Germany and France.There are other countries that are waiting for xbox or any other next gen system to be sold legally.
In my country there is no legal xbox360 sale but i have a xbox360.They cant say that sales are that bad.People are playing xbox where microsoft guys doesnt dream of coming to.

Posted at 4:42PM on Jun 20th 2007 by osman

20. I live in Norway.

I owne a Xbox 360 myself, I only have one other friend who also got the 360.

The others have DS (mostly "non gamers") or Wii. I'm 28 btw, and my friends are around the same age.

Only one person bought a PS3 that I know of.. but I have the impression that there is a lot of Sony fans in Norway..

Posted at 4:53PM on Jun 20th 2007 by Supino

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