Robbie Bach, the head of Microsoft's Entertainment and Devices division, has confirmed the widely-rumored Xbox 360 Arcade pack. The new pack, which comes bundled with a variety of casual games, will be available for US$ 279.

With the Xbox 360 Arcade, Microsoft looks to capture the casual gaming demographic that has so far been enamored with the Nintendo Wii home video game console. Here's what Bach told the Financial Times:

Arcade becomes [for us] the ability to bring in a new set of audiences. They’re probably a little bit more casually focused, they’re looking for a new family experience or they’re more price focused.