Microsoft is having a bad time in Japan with their primary console, Xbox 360. Despite some notable titles such as Blue Dragon, Ace Combat and Idolmaster the console has never seriously made an impact in a country that has been monopolized by home-grown Sony (PS3) and Nintendo (Wii). Previous reports had even started to speculate that Microsoft was going to call it a day, given the nearly non-existent sales.
“No, of course we’re not pulling out,” said Microsoft EMEA VP Chris Lewis at GamesCom to Eurogamer. “It’s a challenging market. We are up against very strong competition there. All of our competition is strong. We’re very respectful of what Sony and Nintendo do and where they’ve come from and what they bring.”
Even with the major titles going multi-platform, there is still something that can be squeezed in the market, insists Microsoft. While known retailers in Japan are scaling back on Xbox 360, Microsoft thinks that it has a lot more to offer to their audience, despite closed competition.
“Nintendo, particularly with the Wii, have opened up a market opportunity there,” Lewis offered. “We’ve leapfrogged that handheld technology with Kinect. What we’re seeing is users love using their own body without worrying about how to work a controller. So we see ourselves as, frankly, a company that does bring an awful lot of firsts, and we’ve enjoyed fabulous success with Kinect.”
“Japan remains important to us. We’re very committed to that market. The development community there is very important. Tokyo Game Show will be a notable element in the year as usual.”
TGS is set to kick off in September 15, and Microsoft will be in full force to give support and showcase the Kinect even more to the Japanese.
Nice Fred
Aug 20. 2011
It’s nice Japanese gamers enjoy all their cartoonish games and all, but it is very clear they are also very racist people. Literally closing the door on an American product, which by the way outperforms Sony PS3 globally. I feel bad for the Japanese.
Satoru saitama
Aug 20. 2011
Hey Im full Japanese and only reason ps3 sales more is because most people in japan dont like shooters. But I own a xbox 360 and I enjoy my 360 more then my ps3. for one simple reason I really love shooters but none of my japanese friends care for series like halo or cod. In japan we play rpgs. so we are not racist and not that we dont care for american products.just that only big game xbox has are shooters. But dont get me wrong I love xbox more then ps3. sorry for English using a translator
john
Aug 20. 2011
I agreed with Satoru, Japanese don’t play COD or Halo like American do. Xbox is also weak in term of RPG.
Jimmer
Aug 20. 2011
The Japanese don’t support the console because it doesn’t appeal to them. They are not racist. What a ridiculous idea. And the 360 is not outperforming the PS3 globally. It is outperforming it in America. That’s it. The 360 had a year headstart and is a measly 5 million units ahead. Even after all the re-buys from RROD. I love my 360, but it doesn’t offer me what I need as a gamer like the PS3 does and it doesn’t offer me features I need as an electronics enthusiast like the PS3 does. They see that. The Japanese know technology. They know when they are getting screwed with a product.