Microsoft has formally launched its Gen-Next gaming and entertainment system, Xbox 360, in the Indian market. It has already appointed agencies like McCann Erickson, Brand David, Percept D’Mark and Gotocustomer as its communication partners. It has also recently launched its India centric website.
The launch was complimented by the announcement of a new gaming title around cricket, ‘Yuvraj Singh International Cricket 2007’, which has been created specifically for India. Bollywood actor Akshay Kumar and cricketer Yuvraj Singh have been signed on as brand ambassadors for Xbox 360 in India.
The ‘Yuvraj Singh International Cricket 2007’ game, which features the cricketer, encapsulates the spirit of cricket, providing gamers a real-life experience of playing for and against the teams of their choice.
“After the legendary worldwide customer euphoria around the Xbox 360, we are extremely proud to introduce the Xbox 360 in the Indian market. In fact, going by the customer anticipation around the launch here, we can confidently say that India is more than ready for its leap into the next generation of digital entertainment experiences. In this context, the Xbox 360 with its strong portfolio of gaming titles and limitless possibilities will appeal to Indian gamers across multiple genres and equip them to explore new entertainment options,” said Peter Moore, Corporate Vice-president, Interactive Entertainment Business, Microsoft Entertainment and Devices Division.
Speaking at the launch, Neelam Dhawan, Managing Director, Microsoft India, said, “This is a proud moment for us today as we get the Xbox 360 into the hands of the Indian gamers, who have been eagerly awaiting the launch. We remain committed at all times for bringing in the latest and greatest technology to our customers in India and today’s launch reiterates that intention.”
Mohit Anand, Country Manager, Microsoft Entertainment and Devices Division, India, said, “To give Indian gamers access to the incredible versions of their favourite games our launch portfolio comprises 20-25 of the world’s most popular titles. The big news is the launch of the cricket game that has been conceptualised and designed in sync with the preferences of the Indian gamers. In the months ahead, we will continue to introduce new titles that will enhance the overall gaming experience with the Xbox 360.”
The Xbox 360 system will come fully loaded with a 20GB detachable Xbox 360 hard drive for storing music, video and games. The new games on Xbox 360 that will be available at launch include Kameo, Perfect Dark Zero, PGR 3, Dead or Alive 4, Ninety Nights, Table Tennis and Top Spin Two. Apart from these games, there will also be additional titles by third party vendors.