Attack of the Fanboy

Microsoft will continue to market Xbox in Japan

by William Schwartz


This generation has been a failure in regards to the Xbox push in Japan.  Throughout the past few years, we’ve heard countless stories out of the region that painted a pretty ugly picture for the console.   From retailers failing to stock supply on their store shelves, to Microsoft slimming down their operations, some thought it had gotten bad enough that they may skip launching the next Xbox in Japan.

That does not appear to be the case.  Apparently, Microsoft will launch the Xbox One in Japan, and claims to be committed to the console’s success.  “We think it’s an important market,” said Microsoft’s Don Mattrick at a round table press event in Washington.  “We’re committed to Japan… we continue to build on our partnerships, we continue to build on our offerings for consumers inside of that space.”

Details are slim as to how Microsoft plans to capture more market share in Japan, or if they even have a plan at all.  With the struggles that the Xbox brand has had in Japan, many thought that it would make a lot more sense for Microsoft to focus those marketing and manufacturing efforts in other parts of the world.

The Xbox One is due to arrive later this year.

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