A focus on turning the Xbox 360 into more than a video games console has seen its user base expand beyond the traditional gamer, Microsoft has said.

Microsoft says its reinvention of entertainment has seen a shift in where the Xbox lives in the home, with 60 per cent of Xbox consoles now integrated into the family living room. A shift has also been seen in the Xbox 360 user base: 35 per cent of Xbox customers are women and 64 per cent are over the age of 25.

Chris Lewis, vice president Interactive Entertainment Business at Microsoft Europe, says the imminent launch of new social networking features will only help broaden the console's appeal.

"... next week will bring real innovation into the living room through instant streaming high definition movies, connecting with friends on Facebook and Twitter and a personalised music channel. Together, this represents a real shift in the way people are entertained every day," said Lewis.

Microsoft's "reinvention of entertainment" doesn't stop there, with Project Natal expected to "create a new category of gaming and entertainment experiences through controller-free gaming that makes Xbox 360 more inclusive and relevant to an even wider audience".

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