Microsoft is already claiming early victory on the Grand Theft Auto 4 front by outselling the PlayStation 3 version by 110,000 units in its first week. Does this mean the majority of GTA 4 gamers prefer the Xbox 360 version? Microsoft believes so. More details after the jump.

(Editor's Note: And a wham, bam, thank you, ma'am! It's time for another recap in QuickPeek 38!)

While some of us hate numbers, it's still interesting to see them all lined up there looking pretty. From piratical statistics, calendar dates, new version release numbers, price tags, survey results on "bedroom pasttimes", error codes, and, oh yes, blobs doing arithmetic.

We may have read reasons why Microsoft should support Blu-ray in the near future, but how about reasons NOT to? Here's a good one: according to Microsoft, digital downloads will eventually become the main venue of media distribution, hinting that Blu-ray's existence may become eventually irrelevant.  Read more in the full article.

We know that you are rather thankful that Microsoft has decided to finally bring down the Xbox 360 pricing for Europe. But we are also aware that you are quite curious how the price cuts have been made possible. VP Chris Lewis explains the details in the full article.

In an interview, Xbox UK Regional Vice President Chris Lewis talked about the Microsoft Xbox 360 being the number one console today, and the great lineup of games going for the 360 this holiday season. With 13.4 million units sold and the highest games attach rate at 6.3 games per console, Lewis believes you can't go wrong with the value-for-money video game platform by Microsoft.

More details at the full article!

It's almost Christmas, folks, and you know that that means - plenty of shopping to do. Nintendo, Sony and Microsoft are sending out word even as they make their preparations, they will still be expecting shortages to start occurring on certain areas in the UK. To this end, each company's sent out their corresponding representative to reassure the fans that they'll do what they can to keep the expected holiday (relatively) sane. Visit the full article to read each representative's detailed announcements.

Microsoft Corporation has officially become the first platform-owning company to support the Pan European Gaming Information (PEGI) Online system which seeks to help parents protect their kids from possible threats which may arise in the online community.

The Seattle-based company therefore adheres with the standards set by the movement which means that it will help safeguard children in the means that it is most capable of.

The PEGI recognizes this and commended Microsoft for having the Family setting system for the Xbox 360 console that allows parents to screen what's going in and out of their kids' game systems.

"We’re really happy to be the first platform holder to sign up to PEGI online and to having been a major contributor to the PEGI Online Working Group," says Microsoft Regional Vice President Chris Lewis.

He adds "it’s a great step forward to help us extend the information, education and protection PEGI ratings give to gamers into the online space with Xbox LIVE and Games for Windows LIVE. We take responsible and safe video gaming very seriously and will continue to work with partners in empowering parents – and provide great digital entertainment for consumers."

PEGI is the core of the movement that aims to help children stay away from negative things that may influence their development through video games. PEGI Online is its extension into cyberspace- an area which it sees as a possible source of dangers that are hard to combat.

Game and console manufacturers have been fighting for the attention of the casual gamers in the market today. Apparently, Microsoft has thrown down the gauntlet and is readying for a full scale assault on the territory of Nintendo.

The regional vice president of the Microsoft EMEA (Europe, the Middle East and Africa) home and entertainment division Chris Lewis spoke to MCV and gave word that they need to encroach on Nintendo's market. Aside from targetting the casual market, the company is also looking into "peripheral based gaming experiences" which is the main selling point of the Wii.  

Of course, Lewis gave the standard disclaimer that both companies are currently co-existing (which is actually true, but it's still fun to imagine both companies going at it), but the fact of the matter is, they're going to attack the current market leader on its home turf.

Our drive is to appeal to a wider genre with more casual types of gaming. Clearly we need to continue toward more casual-based gaming experiences, and more peripheral-based gaming experiences in front of the screen. You’re going to hear more about that at E3.

For 360 to appeal in the way we want it to and for us to achieve our aspirations, we need to be in the broader space as well as investing in the core element. Nintendo occupies a very specific space and I genuinely think we co-exist with Nintendo very well. Having said that, it is interesting for us to continue to work on games and experiences that appeal to a broader demographic base.

This could either be a good thing or a bad thing depending on how you view it. It can be a good thing considering that this competition could actually drive game and console prices down. It could also be bad if the game developers start polarizing between the two companies and start only releasing "exclusives" (a bit far-fetched but it could happen). Now, all we can do is wait for Nintendo to respond to this challenge by Microsoft.

Digital distribution of games does not pose a threat and will not kill brick-and-mortar game retailers, says Chris Lewis, chief of Xbox Europe.

Lewis added that digital distribution will not replace traditional game-selling means in the foreseeable future, but instead will share direct proportionality in the market, stating:

I think there are practical limitations to this. Certainly as speeds and storage increase then there will be ever more flexibility, but my own view is that people will continue to want to buy at retail. I think the two will live in harmony for some considerable time yet.

The Xbox Euro boss also explained how the move towards digital distribution actually serves as a boon to the traditional stores, saying "these complement the retail full priced product completely and are not designed to detract but more to enhance."

These remarks were spurred in relation to the upcoming release of the latest expansion to the hit first-person RPG Elder Scrolls 4: Oblivion which will come to Xbox 360 owners via download in the Xbox Live Market Place instead of the traditional boxed disc. The Expansion Shivering Isles will sell for 2,400 Microsoft Points to players worldwide.

There have been constant talks demands from the consumers to lower the rather steep PS3 price. And it has only been out in the market for some months. Now, Microsoft's Xbox 360 has been available for more than a year now and don't you think it's about time to lower its price as well?

We guess every consumer would agree with this but Chris Lewis doesn't think so. The Regional VP of the EMEA Home and Entertainment division recently spoke with gaming site MCV UK and he admitted that Microsoft is not planning nor considering to lower the console's price.

Lewis maintained that the company believes that its pricing is competitive because it's offering an "outstanding value and choice" anyway. He then couldn't help but throw some words towards Sony's:

I’ve given up trying to keep up with what Sony is announcing or not announcing. Sony will launch and sell out their limited quantities. And consumers will try to figure out if the addition of unproven technology is worth the £ 200 (US$ 393) premium over Xbox 360.

Interestingly, Lewis shared that Microsoft is kind of cautious about its console's sales in the second half of the fiscal year. A couple of days ago, the company actually lowered its forecast to the end of June to just 12 million from 13 to 15 million units. Lewis explained,

We looked at three things before we made this adjustment: the historical seasonality of sales during the period, the pricing of the product and inventory levels that we have already sold to retailers. We are taking a more cautious view of the market and our second half revenue, and console guidance reflects this.