Microsoft sends word that high on the price drop in the U.S. that UK gamers will be getting a price break on the family of Xbox 360 consoles as well starting August 24th.

Microsoft today announced an estimated retail price drop for its Xbox 360 family of consoles in the UK, and welcomed a new member of the family – Xbox 360 Elite. With a product to suit every interest and budget plus the best line up of games of any console, the Xbox 360 range is poised to bring amazing gaming and entertainment experiences to even more consumers this Christmas. The lower cost opens the door to Xbox 360 for more people, helping to broaden the market for gaming and enabling more people to enjoy titles like Halo 3 (Bungie), Scene It? (Microsoft Game Studios), Bioshock (2k Games), Project Gotham Racing 4 (Bizarre Creations), Mass Effect (BioWare), Ace Combat 6: Fires of Liberation (Bandai/Namco), Naruto (Ubisoft), Blue Dragon (Mistwalker/Artoon Co. Ltd) and more – all only on Xbox 360.

From Friday, 24th August 2007, new estimated retail pricing will come into effect for Xbox 360 in the UK. The Xbox 360, which includes a 20GB hard drive and one wireless controller, will be reduced by £30 to carry an estimated retail price of £249.99. The entry-level Xbox 360 Core console, perfect for those wishing to make their first foray into the gaming and entertainment world of Xbox, will be reduced by £20 to carry an estimated retail price of £179.99.

Xbox 360 Elite will carry an estimated retail price of £299.99 when it launches in the UK this Friday, 24th August. It comes with a massive 120GB hard drive, enabling consumers to store huge quantities of content downloaded from Xbox LIVE Marketplace as well as their own music. The inclusion of a high-definition multimedia interface port (HDMI) is designed for the expanding groups of consumers with HD TVs and HDMI – it offers an alternative method for getting the incredible high-definition gaming and entertainment experiences that Xbox 360 has pioneered. A premium black finish marks the Xbox 360 Elite as the ultimate in entertainment devices and the ‘luxury’ option for seasoned gamers.

“We’re pleased to be able to offer Xbox 360 at a new, lower estimated retail price,” said Stephen McGill, Head of Gaming & Entertainment, Xbox UK. “We pioneered the successful concept of multiple products for multiple categories of consumer. First-timers will love the Xbox 360 Core system, which offers an affordable entry into high-definition gaming. The Xbox 360 Elite, with its large hard drive and wireless controller, will appeal to casual and experienced gamers and families. The Xbox 360 opens up whole new avenues of entertainment for those who seek the ultimate gaming and entertainment experience.

“Whether it’s our lead in console sales, record-setting games and accessory attach rates or our leading online service, evidence is everywhere that Xbox is thriving,” continued McGill. ”When you combine that momentum with these great-value offerings with our unbeatable Christmas game line-up, it’s clear that Xbox 360 is uniquely placed to take the UK by storm this Christmas.”

For the past year, Xbox 360 has been the number one console in EMEA, having obtained more than 30 percent of the market in terms of overall revenue (more than 45 percent in the UK, Netherlands and Sweden*). Xbox 360 continues to enjoy the highest software attach rate of any game console in Europe with more than 5.5 games sold per console since launch (PS2: 3.8; GC: 5.2; Xbox: 4.3 after 17 months on the market*).

As well as the Xbox 360 Elite console, a range of accessories will be made available including:

· Xbox 360 120GB hard drive: The massive 120GB detachable hard drive allows gamers to not only save their games but also store video, music, pictures, trailers, levels, demos and other content available from Xbox LIVE Marketplace. It is designed for Xbox 360 owners who wish to upgrade to higher storage capacity. Estimated retail price £129.99

· Xbox 360 Wireless Controller: Now available with a sleek black finish to match the Xbox 360 Elite, this award-winning, high-performance wireless controller features the Xbox® Guide Button for quick, in-game access to friends and music. It has a range of up to 30 feet and a battery life of 30 hours on two AA batteries. Estimated retail price £32.99

· Xbox 360 Play & Charge kit. Complete with a charging cable and a black rechargeable battery pack, the Xbox 360 Play & Charge kit allows gamers to recharge their Xbox 360 Wireless Controller without interrupting their gameplay. It is available for an estimated retail price of £14.99

· Xbox 360 rechargeable battery. The rechargeable battery pack, now in black, provides more than 25 hours of gameplay per charge. It is available for an estimated retail price of £9.99