Microsoft adds new Xbox distributor

In a step to strengthen the position of the Xbox 360 as one of the most popular consoles in the Saudi market, Microsoft has officially named BDL as its distributor in the Kingdom. The Riyadh-based company will also take responsibility for the distribution of Xbox 360 accessories and games.

Armagan Demir, head of Microsoft Entertainment and Division Middle East, said that Saudi Arabia is a valuable and untapped market. "With support from Microsoft Entertainment and Devices Division, BDL will use its significant resources to ensure that supply in the KSA will meet demand," he said. "Working in conjunction with Pluto, we are determined to penetrate the market with the same force as we have in the UAE."

BDL hopes this new partnership will help to position it as one of the strongest regional gaming distributors. Prince Waleed Saud, president at BDL said it is a great opportunity to grant the Xbox 360 the market share it deserves in the Kingdom. "The region has seen incredible growth in gaming, and Microsoft Xbox 360 has captured a large share of it," he said.

The appointment of a Saudi distributor comes only months after Microsoft slashed the price of the Xbox 360 console by $80 (SR300) to $426 (SR1,599) in preparation for the launch of the Xbox 360 Elite version in Saudi Arabia. The 360 console officially landed in the KSA market in June this year after initially being introduced in the UAE retail channel.