“Culturally connected” 360 marketing will help break southern Europe, says Lewis

By Patrick Garratt, Sunday, 10 August 2008 20:47 GMT

European Xbox chief Chris Lewis has said part of the reason Xbox 360 has failed on a relative level to connect in southern European markets as it has in the UK is a failure to develop culturally appropriate marketing – but that the situation has improved and will get better still.

Let’s pick on France, Italy and Spain, for example,” Lewis told Edge. “There’s a much more casual gaming orientation there – people like to dip in and out, they’re not perhaps so likely to buy multiple consoles and they are more price-sensitive markets.

“I would also put our marketing fairly central to it in as much as I’m not sure we work hard enough to develop locally customisable, culturally connected marketing in the way that we needed to. We are addressing all that and I think we’ve got a much deeper insight, much higher levels of empathy with that now than we had in the first few years and phases.”

Show us some figures, Chris. More through the link.

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