Roku players go up for sale in U.K., Ireland

Hot on the heels of the Netflix (s NFLX) launch in the U.K. and Ireland comes the news that Roku will begin to sell its players in both countries by the end of this month. Roku makes its first move in Europe with a slightly reduced lineup of devices and will only sell the Roku LT and the Roku 2 XS players in both countries.

The entry-level Roku LT will sell for £49.99 (about $77) and the top of the line Roku 2 XS, which comes with a motion-aware remote control for online gaming, will sell for £99.99. That’s a bit of a premium over U.S. pricing, where both models sell for $49 and $99, respectively. Sales will be online and through only for the time being, but the company said that it is going to add additional retailers in the coming months.

Roku had first announced in November that it was going to expand to the U.K. and Canada. The company is hoping to profit from the expansion of Netflix’s services to these countries, and its most recent sales numbers show that Roku’s fate is still closely tied to Netflix: Roku had initially projected to sell 3 million units by the end of 2011. It ended up selling 500,000 fewer devices because of the Netflix customer exodus last fall, according to Roku CEO Anthony Wood.