Pluto grabs Xbox rights as market awaits launch

Microsoft names distributor tasked with driving regional console sales.

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By  Administrator Published  April 1, 2007

Microsoft has geared up for the imminent Middle East launch of its Xbox 360 console by revealing that Pluto General Trading has been appointed as the official distributor for the system.

"We have been dealing with Pluto for quite some time and it has been our games distributor in the GCC, along with Red Entertainment, for a while now," said Armagan Demir, head of Microsoft's Middle East entertainment and devices division.

"It has a lot of experience in the gaming industry and we're confident it will prove to be the right choice of distributor for the Xbox 360," he added. The Xbox 360's official Middle East launch, which is due at the end of April, is long overdue after the console was introduced to other regions around the world more than a year ago.

One UAE-based retailer said the console would help to shake up the market and endorsed the appointment of Pluto. "Pluto gives Microsoft advantages as it can do a lot more in terms of bundling and maybe add some creativity in terms of how the product is marketed," said the source. "It has a very strong reputation in terms of gaming software, which will definitely benefit Microsoft."

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