Direct-to-Home major Dish TV today said it has partnered with Microsoft for advertising the latter's gaming device 'Xbox 360 Arcade' on its DTH platform.

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"Through this advertising campaign, Microsoft Xbox 360 Arcade aims to break through the clutter and introduce families to the whole new world of casual gaming, reaching an audience of over 25 million viewers," Dish TV said in a statement.

The campaign includes branding of Microsoft’s new offering -- Xbox Arcade’s theme and logo on Dish TV's gaming service as well as its default landing interactive channel, 999.

"An increasing number of Indians are now active gamers and by coming on to the Dish TV platform, we strongly believe we will enhance our positioning as the best gaming console money can buy," Microsoft India Regional Director (Entertainment and Devices Division) Jaspreet Bindra said.

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