The vice president of Microsoft Game Studios, Shane Kim, has said that Microsoft needs to cut the price of the 360 in order to lure in the casual gamer.

Speaking to Bloomberg, Kim said, “We need to compete effectively for that customer and part of that is getting to the mass market price point for the console... We definitely are working on that area.”

As you would expect, Kim was not forthcoming with details of when a price cut will be made.

Kim's comments fit with a number of pieces of information that have come out recently. As SPOnG told you on Monday, Darren Huston, president and CEO of Microsoft's Japanese arm has said that price cuts are an option for trying to get the 360 into more Japanese homes.

Chiming in with that are rumours suggesting that thanks to a change in its manufacturing process, Microsoft will soon be able to produce 360s at a lower price point.

Kim's comments also dovetail with those of Peter Moore, who indicated in June that Microsoft would really like your Mum to buy a 360.

Regardless of whether a 360 price cut is imminent (and SPOnG thinks we'll be seeing one in the not-too-distant future), it's at least good to know that as of August Europeans will be able to get their hands on the 360 Elite. Share this item on... Comments >>