Xbox has faced challenges globally, yet recent developments indicate a growing presence in Japan. Historically a tough market for Microsoft’s gaming division, Xbox’s fortunes seem to be changing.
Xbox’s Growing Presence in Japan
During the Beyond the Strand event celebrating Kojima Productions’ 10th anniversary, Phil Spencer, CEO of Microsoft Gaming, shared insights on Xbox’s performance in Japan. Reports suggest that playtime across Xbox’s ecosystem in Japan has risen by approximately 20% over the past year. This growth is evenly distributed across console, PC, and cloud platforms, with the PC market playing a significant role in this uptick.
Strengthening Relationships with Japanese Developers
Microsoft plans to expand its market share in Japan by offering more content tailored to local players. Spencer confirmed ongoing discussions with partners and emphasized Xbox’s strong ties with renowned Japanese developers, including CAPCOM, Square Enix, SEGA, Bandai Namco Entertainment, and Konami.
Future Plans and Hardware Developments
Regarding hardware, Spencer noted that a new Xbox console is on the horizon, though specific details remain sparse. The launch of the ROG Xbox Ally hints at a broader strategy to unify devices under the Xbox ecosystem. Additionally, Xbox is focusing on the Japanese market by setting the next entry in the popular Forza Horizon series, Forza Horizon 6, in Japan and publishing anticipated games like Ninja Gaiden 4, which marks the series’ return after an extended hiatus. This strategy could lead to the revival of other dormant Japanese franchises.
In the past year, the total playtime across the entire ecosystem has increased by around 20%.