Lewis: Britain has highest 360 attach rate in the world

Thursday, 10th June 2010 07:26 GMT By Patrick Garratt


European Xbox boss Chris Lewis has told MCV that British gamers buy more software per console than any other nationality.

“The UK continues to be a very strong market for us with the highest attach rate in the world,” he said.

“In the face of price drops, new form factors and massive marketing expenditure by the competition, Xbox 360 still grew full-year market share in EMEA from 2008 to 2009.

“In November, we also celebrated selling 10 million consoles into customers’ homes in EMEA. Our games attach rate remains the highest in the industry, by an increasing margin, which makes us both an enviable platform and a great partner for publishers and retailers alike.”

An exact figure wasn’t given for the British attach rate, but Microsoft said in April that the US number was 8.8 per console.



  1. Zekeban

    It may have some impact that some EU countries buy games from UK cause it’s cheaper. A new game costs about 45-55euros when you order it from the UK, and the same game costs 69,95€ in Finland for example.

    Zavvi and The Hut (almost the same thing) also offer 2 month old games sometimes 17,95 pounds which is like 20euros, so only parents or minors buy games here, the rest order from abroad.

    #1 5 years ago
  2. Hunam

    It’s always raining outside. What else is there to do?

    #2 5 years ago
  3. Gama_888

    i am suprised at that
    whats with M$ releasing all these sales charts and watnot?
    they did a similar thing to this yesterday with the halo 3 comment.

    are they scared or somet?

    #3 5 years ago
  4. Blerk

    lol, Hunam! It’d be funny if it wasn’t true. :-D

    #4 5 years ago
  5. polygem

    @1. this definitely has some impact. i´m german. about 85% of my games are from uk. i know that many german gamers buy british too. on many german game related blogs you will see links to amazon uk etc. uk means: cheaper. uncut. i always play english versions of the games anyway. german language is included in most of the games if you want that. just depends on your console settings. but german synchro can be really annoying sometimes, even for a german.

    #5 5 years ago
  6. kasasensei

    I live in france and like a big dozen of my friends, 90% of our games are from UK. Prices are way more attractive.
    (and i’m talking about my wii/ps3 and 360 games).

    #6 5 years ago
  7. CptKurk

    Ditto, Zekeban. I usually shop around for second-hand bargains in Helsinki, but with Fallout 3 going for under a tenner at The Hut, I’m not sure whether all this “bargain-hunting” is worth the effort.

    #7 5 years ago
  8. Kysshin

    Well, that’s no wonder…..

    In France and in some other places of the world, games are like 70 euros new and for 45-55 euros, you can get the UK version that is exactly the same.

    #8 5 years ago
  9. NiceFellow

    Agree with others – UK figures are likely getting a big skew from other countries importing.

    Also, what’s with the defensive tone (to me anyway) of MS at the moment? Halo 3 sold the most, we have great attach rate in the UK… I thought they’d moved away from this to focusing on Natal and the future.

    Makes them sound like the new kid pushing their results vs the old timers in the industry to me. They should chill with this kind of stuff.

    I mean Halo 3 was a beast of a seller, but everyone in the industry knows that. Bringing stuff like that up makes it seem like they have nothing current to talk about. Why not talk about Alan Wake sales or something more recent, or growth rates or the like.

    Ah well. PR and Marketing I guess. I always find it perplexing.

    #9 5 years ago
  10. Kysshin

    They do brag a lot, but that’s normal considering how close sony is getting sales-wises so they feel threatened, simple defence mechanism really.

    #10 5 years ago
  11. Happy Hardon Harry

    Nothing to be proud of…

    #11 5 years ago
  12. Mad-elph

    If all of the above statements are true, that people in the EU are getting games from the UK, then their claim is probably incorrect. They likely base it off of total software sales divided by total system sales. Its a similar comment to yesterdays Hale 3. When you look for only the positives you tend to ignore what is really happening. Halo 3 outsold those other games in America where there are many more Xboxs than PS3… had they included WW sales numbers then you could probably cut out 3 of 4 of those 6 games to form an equal number. Doesn’t seem too pretty now. Same thing here, if you were to compare EU attach rate in total not just UK then we’d get a better picture. Also notice there is no mention of US atach rate, where its is probably only 3 per console (Halo 3 and COD MW, MW2).


    #12 5 years ago
  13. Psychotext

    I could have worn I posted in here… or maybe Mad-elph posted a similar comment in another news item.

    Anyway, the last time NPD released attach rates for the US, the 360 was at 8.2, but that was a while back. The last worldwide one Microsoft released was 8.8.

    #13 5 years ago
  14. Mad-elph

    I stand corrected, thanks Psycho

    #14 5 years ago

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