Microsoft bets big on Xbox 360 here

NEW DELHI: The business of gaming is no child’s play. Especially in a price sensitive market like India where gaming has largely been a mobile phenomenon. But Microsoft is betting big on the Indian consumer.

Armed with the Xbox 360, the company has put in place a long-term strategy to tap the digital entertainment market here. Besides getting Xbox 360 to India, the company is also looking at getting a host of online business models.

So will a Rs 20,000 price tag for a digital gaming experience work its magic in the Indian market? Well, just lay your hand on the latest Xbox and the rest will unfold, says Microsoft.

“The box itself is subsidised, and one has to see the online transaction opportunity though premium downlaodable content.

The idea is to introduce the Indian market to the Xbox experience, and we have come here with a long-term strategy with our online business models to make profit in the future,” says Peter Moore, corporate vice-president, interactive entertainment business, entertainment & devices division, Microsoft.

Their target audience: new-age India with its young population and disposable income to splurge. So while the first step is to get people hooked on to console gaming and later to Xbox live features, the next phase could be all about in-game advertising.

“For instance there can be a car racing game, where the cars will pass by billboards advertising say a beverage or a consumer durable brand,” he points out.

Microsoft is also working on some attractive financing options to increase the penetration of the new system. Meanwhile, the Xbox 360 is trying to capture some local flavour.

Besides roping in Bollywood actor Akshay Kumar and cricketer Yuvraj Singh as brand ambassadors, the company has also unveiled a new gaming title around cricket.