Microsoft believes recent price cuts to its Xbox 360 games console will help it to attract more casual gamers to its platform.
The price cut means that the entry-level games machine, the Xbox 360 Arcade, now costs less than the Nintendo Wii.
"History shows that £159 is the price point where a console's audience begins to expand," said Chris Lewis, vice president of Microsoft's interactive entertainment division in Europe. "It does now give us much broader appeal. We do have much more mass market content, with more casual titles. This opens up that space even more broadly."