Microsoft launches family-friendly Xbox

23-10-2007

by Stephen Errity

Microsoft has set its sights on the family entertainment market with the launch of a new family-friendly 'Xbox Arcade' package.

The new console bundle has been launched in time for the Christmas market and will come bundled with family-oriented games such as 'Pac-Man: Championship Edition', 'Uno' and 'Feeding Frenzy'. The console also features parental controls that can be used to restrict children from viewing or playing inappropriate content. The package will retail for EUR279.99 and will be available in Irish stores from this Friday, 26 October.

"As European families gather together this Christmas, it's the perfect time to launch a family-orientated Xbox 360 package that plays games, video and music for everyone to enjoy," said Orla Sheridan, country manager of Microsoft's Irish entertainment and devices division in a statement.

The software giant has also announced the addition of children's TV shows to the Xbox Live on-demand service, including classic 'Looney Tunes' episodes as well as Nickelodeon offerings such as 'Blue's Clues' and 'Backyardigans'. The shows can be viewed for the equivalent of USD1.50 per episode, USD1.75 for high-definition versions.

This pursuit of the family market is being seen as a reaction by Microsoft to the success of Nintendo's rival Wii console, which was aimed squarely at casual and family gamers from day one. The Xbox 360 had until now been targeted at the hardcore gaming market on the strength of its flagship title, the action shoot-em-up Halo 3.

Recent figures have shown that computer games are now a highly popular means of bonding amongst families. A survey of 'casual gamers' by Pop Cap Games in August revealed that 92 percent of the parents and grandparents amongst them used computer games to bond with their children, while 70 percent cited the benefits of computer gaming for children.