Microsoft Corp., the world's largest software maker, plans to cut the price of its Xbox 360 game console to compete with Nintendo Co.'s top-selling Wii.
The Redmond, Washington-based company needs to lower Xbox's $299 to $479 price to increase sales and lure customers who aren't interested in traditional combat and racing video games, Shane Kim, vice president of Microsoft Game Studios, said in an interview. He declined to say when a price cut may be announced. It won't happen at this week's E3 games conference, he said.
''We need to compete effectively for that customer and part of that is getting to the mass market price point for the console,'' said Kim. ''We definitely are working on that area.''