Today Europe is getting a new Xbox 360 advertising campaign on both TV and in print. The new campaign "reflects the change the Xbox brand is bringing to entertainment, to gaming, and to the way we play together.". The new shift in advertising is an attempt to broaden the Xbox reach, not only catering for the hardcore gamers, but also those of us who don't play quite as much.

"Since the launch of the original Xbox, our platform has clearly won the hearts and minds of core gamers through top-rated franchises such as 'Halo' and 'Gears of War'," said David Gosen, VP Marketing, Xbox Europe. "Our commitment to the core is unwavering and we continue to invest in the experiences that made Xbox what it is today, including our ongoing stellar 1st and 3rd party core gamer marketing efforts around titles such as 'Gears of War 2', 'Fable II', 'Tomb Raider: Underworld', and 'Pro Evolution Soccer 2009'."

"Right now there's a strategic imperative to broaden our audience and engage with more and more varied consumers than ever before," said Gosen. "We're doing that with our broadest and strongest Christmas games line-up ever. We're speaking to consumers through a fully integrated consumer marketing campaign aimed at reaching the casual and social segments. It's a defining time for Xbox 360, and this campaign will help change the way consumers feel about the brand and platform and create emotional engagement with new audiences."

The new campaigns start tonight in the UK on ITV, Sky and Channel 4. They will also highlight the new £129.99 price of the Xbox 360 Arcade.