Microsoft's motion sensor Kinect is "incredibly liberating" for women.
"For women, that's incredibly liberating," she said. "Why it's important that it appeals to women is women control the living room. There's a real battle going on for the living room. Women are the gatekeepers of that. They decide what's coming in, what's coming out."
Microsoft hopes Kinect, which enables controller-free gaming, will broaden the appeal of the Xbox 360 as well as extend the life of the console.
"The key thing is it's something for everybody - Kinect appeals to all different types of people, casual and core gamers," Stephen McGill, head of the UK Xbox business, told Eurogamer in an interview published today.
"We announced some core games at Tokyo Game Show and we'll be showing more of them in the months ahead, but I think the games we've got for Kinect for launch and through Christmas will surprise people. Core gamers may not have expected some of these games to be as appealing as I know they're going to find them."
"Microsoft Kinect, this is a great opportunity to get inside the living room," Parmar added. "Traditionally consoles have been relegated to the bedroom or the attic or the boy's den."
Tell us about your boy's den, readers.