Xbox: Europe key to No.1 dream

Microsoft wants to have the most popular games console in the world – but has to conquer Europe to do it, EMEA chief Chris Lewis says.

Xbox 360’s European market share grew by over 20 per cent in 2010, but the console is still lagging behind in certain territories.

Now the platform holder has told MCV it will use Kinect to eclipse Sony and Nintendo by 2012.

The momentum we have at this relatively late stage in the generation defies the normal logic of a lifecycle,” boasted Lewis at E3 last week.

In EMEA we grew around 20 to 25 per cent last year. To meet our global ambition of No.1 status, we have to be No.1 in Europe.

We enjoy great success in the UK. And we are No.1 in a number of countries around Europe, but not right across as an aggregate. That has to change. We will grow again next year.

Kinect put a huge shot of adrenaline into the arm of the business. Its performance in Europe is in line with the size of the market. We’re seeing a healthy connection with Kinect in the UK, and other parts of Europe are picking up their market share.”

Microsoft kept a close eye on Wii U and PS Vita at E3. But Lewis insists Microsoft is in pole position.

I know you see us as arch-rivals, which we are, but we’re also colleagues in this industry and we do talk,” he said. We have high respect for both of our competitors. But I wouldn’t trade places with anybody.”