In a bid to encourage the gaming culture in India, Xbox 360 has launched a first-of-its-kind "Xbox Entertainment Lounge" within the 'Mobile Store' at Walkeshwar in Mumbai.

The Mobile Store, which is an Essar initiative in telecom retail, stands for all that is young and is fun. The launch of the first ever Xbox Lounge within this store is a sure step towards making it a popular youth hangout.

As it is, the Mobile Store offers a wide choice of mobile phones, mobile connections and recharges, mobile repairs, mobile accessories, value adds, plus music and gaming devices.

And, the Xbox Entertainment Lounge promises a perfect setting for family and friends to hang out and spend time together. Customers can even buy their favorirte game and/or console after trying their hands at it.

Rajiv Agarwal, chief executive officer and director of the Mobile Store, said the complete entertainment provided by Xbox 360 will add to the experience of their valued customers.

Meanwhile, Mohit Anand, country manager (Entertainment Devices Division) of Microsoft India, said they are steadfast in popularizing the gaming genre in India. He said the Xbox Lounge concept is the next step to make gaming as an entertainment option accessible to a broader set of audiences.

Recently, Microsoft held the Xbox 360 Gamer's Night in various cities, including Mumbai. The Xbox Entertainment Lounge initiative is intended to take-up where the Gamer's Night left-off -- as one more step towards building a gaming community in India.