Peter Moore, Corporate Vice President, Interactive Entertainment Business, Microsoft Entertainment & Devices Division announced the formal launch of Xbox 360 in the Indian market on 23 September ’06. The launch was complimented by announcement of an all new gaming title around cricket, the ‘Yuvraj Singh International Cricket 2007’, which has been created specifically to cater to the tastes of the Indian gaming market. Popular Bollywood actor Akshay Kumar and cricketer Yuvraj Singh have been signed on as the Brand Ambassadors for Xbox 360 in India. The ‘Yuvraj Singh International Cricket 2007’ will feature Yuvraj Singh, who is also Xbox 360 brand ambassador in India. The game encapsulates the spirit of the Cricket, providing gamers a real-life experience of playing for and against the teams of their choice. Sharing his excitement about the launch, Peter Moore said, “After the legendary worldwide customer euphoria around the Xbox 360, we are extremely proud to introduce the Xbox 360 in the Indian market. In fact, going by the stupendous customer anticipation around the launch here, we can confidently say that India is more than ready for its leap into the next generation of digital entertainment experiences. In this context, the Xbox 360 with its strong portfolio of gaming titles and limitless possibilities will appeal to Indian gamers across multiple genres and equip them to explore new entertainment options.” Speaking at the launch, Neelam Dhawan, Managing Director, Microsoft India said “This is a proud moment for us today as we get the Xbox 360 into the hands of the Indian gamers who have been eagerly awaiting the launch. We remain committed at all times for bringing in the latest and greatest technology to our customers in India and today’s launch reiterates that intention.” Elaborating on the Xbox 360 India launch, Mohit Anand, Country Manager, Microsoft Entertainment and Devices Division, India said “This is a big day for all of us indeed as we are all set to unlock the new era of digital entertainment in India centered on the Xbox 360 experiences. Xbox 360 is the most advanced games and entertainment system on the planet. It gives the most realistic cinematic games experiences & brand new ways to play and have fun. All in all Xbox 360 is a Total Home Entertainment solution. Xbox 360 is definitely a must-have for Indian gamers who want to get on to the collaborative entertainment environment like their counterparts in other parts of the world.” “To give Indian gamers access to the incredible versions of their favorite games our launch portfolio comprises 20-25 of the world’s most popular titles. The big news is the launch of the cricket game that has been conceptualized and designed in sync with the preferences of the Indian gamers. In the months ahead, we will continue to introduce new titles that will enhance the overall gaming experience with the Xbox 360” concluded Mohit.