Microsoft (NASDAQ: MSFT) will be releasing a family-oriented version of its Xbox 360 gaming console in November to target the family crowd and draw more price-conscious consumers into its gaming ecosystem. The newer Xbox 360 Arcade will forgo the expensive hard drive for a measly 256 megabytes of storage, and will come with a single wireless controller and five family-themed games. Here's the kicker: the system will sell for $279.99, only $30 higher than the reigning family-gaming champ, the Nintendo Wii.

When the Wii debuted almost a year ago, nobody could have predicted that Nintendo's focus on lower price, lower performance but more fun game console would take the market by storm and outsell technically superior offerings from both Microsoft and Sony (NYSE: SNE). Now that the Wii is the gaming console to beat, Microsoft has leveled the playing field a bit on price and a pack of family games, although it's hard to see if those two things alone will challenge the unique, physically-active gameplay that the Wii provides -- and which has made it attractive to the mass consumer.

The Xbox 360 Arcade console will include games like PAC-MAN Championship Edition, Luxor 2 and Uno. At the same time, Microsoft announced that it is increasing the amount of family-related content in the Xbox 360 games that can be downloaded to consoles over the internet (no physical purchase needed). Is this an attack on Nintendo's Wii at the precise time when holiday shopping will start heating up? You bet it is, but I have a feeling the effort may not be a grand slam. The Xbox 360 does offer a much larger amount of graphics horsepower than the Nintendo Wii, but customers have already voted with their wallets, in that they don't care. But the price parity is now largely gone. Will those that were considering the Wii now set the Xbox 360 Arcade edition next to it in those purchase decisions? Microsoft hopes so.

[Disclosure: I own MSFT shares as of 10-25-07]