Posted Jul 20, 2006 at 07:01AM by Anna S. Listed in: Opinions & Analysis Tags: Microsoft, Japan, Sony, Mike Wolf, Ben Bajarin, Michael Pachter
Ó

Xbox Daijoubu?


What should an Xbox 360 do to make it big in Japan? Enlist the help of flippy haired boybands to shake their bonbons and flash those pearly whites for a TV spot that will double as plug for their latest single? Which they have already done, so why then is Microsoft's Xbox 360 still having a miserable time in the Land of the Rising Sun?

Analysts like Michael Pachter of Wedbush Morgan Securities, a leading financial services and investment firm that provides private and institutional brokerage, investment banking, private capital, research, and asset management to individual, institutional and issuing clients, thinks that it more of a cultural difference rather than being product based.

"I think it will be exceedingly difficult for Microsoft to succeed in Japan, due to cultural bias against American/foreign companies that threaten established Japanese companies. Microsoft is taking on two Japanese companies, both of which have well-developed relationships with Japanese publishers, and both of which have superior first-party development capability (compared to Microsoft)," says Pachter. Adding that in hindsight it may have been a smart move to have partnered with a Japanese company like Toshiba to put an HD-DVD drive in the Xbox 360.

Ben Bajarin of Creative Strategies, a company that leverages more than three decades of analysis, strategizing, and hands-on corporate advisory board experience, also shares the same concern by Pachter. Using the success of Sony and Nintendo as example, he says, "Sony and Nintendo do well in Japan because they have a deep understanding of their consumers' lifestyles. Microsoft has created a lifestyle product in the 360 and much of the lifestyle it caters to is U.S.- and U.K.-based. So for Microsoft to succeed in Japan, they need great games for that market, but they also need to provide a product that fits into the Japanese lifestyle and culture. That may mean a very different looking and feeling Xbox 360 [for Japan]."

But ABI Research's Mike Wolf, doesn't exactly have the same sentiments as Pachter and Bajarin. He says that what the company needs is a respectable market share to lure in Japanese developers and "exclusive must-haves" for the console to have the Japanese flocking over it.

"For all the talk of supporting the Japanese market with relevant titles, the [Xbox 360] launch list -- and even today -- shows a dearth of titles that will entice the Japanese game player. Ninety-Nine Nights and Final Fantasy XI are a start, but what they need are some exclusive must-haves that would drive the Japanese consumer to the console."

The industry representatives have had their viewpoints heard, time to hear the voice of the masses. So, why do you think Microsoft is still not doing so well in Japan?


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47 Comments


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   by Vecha - 2006-07-20
 » other countries...

are waaaay more strict then america is with illegal aliens...

everyone thinks america is the most racist country in the world...

I find it funny that Japan gets pist off over a small small SMALL ass town of brizillians claiming they have a problem.

Then everyone believes america is the fattest country...

ever been to britian?

   by Annony - 2006-07-20
 » So it is racism!

That's very very sad.
They don't buy U.S. products, and then turn around and expect us to buy there sh*t. AND WE'RE DUMB ENOUGH TO DO IT!!

Makes me want to skip out on the Wii and PS3, just so I can support 'Made in America'

... oh, wait...
Japanese-made, American-made... ALL MADE IN TAIWAN!!!

   by BIGHAWK (Unregistered) - 2006-07-20
 » DUUUUDE!! common now

"The 360 has like 9 rpgs coming out by next year....6 of which are jrpgs..."
u dont need "research" to know that playstation has more of this inclination to rpg's than xbox. and yes the fast that xbox has had fps games does mean that 360 will also since it has a base there. dude u gotta understand that even to a xbox fan when they hear that name or even a japanese gamer upon hearing the name they see RPG. but when poeple hear xbox they automatically see halo. its that simple. ps3 rpg, xbox shooting and action.

and even thought they have 9 rpg commin out and however many jrpg u said commin out also for 360 that dont mean a damn thing since sony playstation has already built its incredibly large fans base due to its massive rpgs and adventure games it has and is well known for and those fans since they have either the ps or ps2 well carry on the games they have wit the ps3. that explains why japanese gamers arent as attracted to xbox. i mean xbox didn't really attract japanese fans as much as the ps2 did because it had more action based stuff that americans like. look at it like a first impression. i mean japanese gamers didn't buy no rpg's for xbox that they can carry on the 360, if anything they didn't even buy any rpg's that xbox had becuz ps2 had a strong base of rpg already.
u might think that 360 has the advabtage by realeasin 9 or a million rpg's out b4 sony or watever but the japanese gamers well only go to the ps3 has they are already familiar with the system's inclination in games or the system's games genre. if xbox had has many appealing rpg's as ps2 last gen, then this time around it would be diff and i would understand ur point on """oh xbox 360 has 9 rpgs comin out compared to 10 or 11 ps3 rpg""" but since the japanese gamers have grown to like the ps3 and its games its nearly impossible for them to like the xbox not to mention the 360.
its simple really. its more of like microsoft's fault for not establishin a strong base with rpgs makers b4 like sony did wit the ps2 or ps.
japanese gamers believe in 1st impression i guess, and ps2 was right on track and set up the ps3's pedestal thats why the 360 can't quite catch up to sony in terms of fan base in japan.

   by Vecha - 2006-07-21
 » what?

did i say advantage?

I was proving a point that dumbass(like you) look at the past and say

well the ps2...had rpgs...so the ps3 MUST have more then the 360...Even if they are rehased FF rpgs!

And xbox had Halo and fpss! so the 360 will be the same!

I never said this was an advantage...

I just find it funny that fanboys(like you) jump to conclusion when i state a FACT...and yes..research does help...makes you less IGNORANT..which you obviously are...a blind fanboy that looks to the past and even if the ps3 has nothing interesting(not saying it doesn't) you'd still buy it...for the sake of it being a SONY product and having a past of having a good line up of games(which if you look at launch...doesn't seem to really implying a good setup of games...sure the ps2 had a crappy launch...but if you don't look to the FUTURE..then you are a dumbass fanboy)




do some research before making yourself look ignorant.

   by reply # 33 and #34 (Unregistered) - 2006-07-21
 » for ps2, there are currently an average of 20 rpg released a month there in japan. oh and uhh you make yourself sound ignorant just now, vecha. sorry

this is no lie, you would be suprise how many never release in english and the western world. so a measly 9 rpg for a year compare to ps2's usual 200+ per year is a reason why they dont bother with xbox 360 if them being rpg fans are being the reason why xbox 360 are not used by them.
by the way vecha, the reason why ps2 is sold in japan is because dvd player were really pricey when ps2 came out so buying a ps2 was too good of a deal since it did come out 9 months before we from the western part of the world gets it.
sorry

   by Realist G (Unregistered) - 2006-07-21
 » I'm not surprised it took americans this long to realize the truth!!!!!

Most Americans are finally realizing that Japanese aren't our friends that they are made out to be by big wigs in the business industry, most American companies have set out to export American jobs overseas and we are a country who is almost completely dependant of other nation resources (primarily Japan), I personally have started boycotting Japanese related products but it is hard since most appliances comes from there. But the truth is its just not Japanese hating American based products-if anyone knows their history and knows how well the Japanese are traditional, my personal opinion(I may be wrong) I believe that they are retaliating for World War 2-when America went in there and atomized them, yes I know its been over 60 years and its outrageous that I say that but just think about who the big wig are and runs the major Japanese companies, its not just some Joe shmoe, but someone that was affected by the bombing from world war 2, and least to my thinking, how can you retaliate towards a country you cannot beat in combat, beat them with the economics game..... Example, you have japans companies buying major real-estate in America, they are often neglectful on purchasing any American products through the trading industry, look back over 10 years ago, America had to beg the Japanese to buy anything. Its a shame that no one is seeing this, I think their goal is to humiliate Americans and they have already pass the threshold, they own major properties in America, they provide America with the most technologies along with china(all regions), and their yen has more value than the American dollar, pretty soon, America might end up being a 3rd world nation if we cannot wake up and realize that not only Japan, but also middle east oil companies own America, what ever they dictate, we obey because we have no real control of anything anymore, I just wonder what these amercing companies are thinking and doing when they export jobs outside of the U.S.- I'm sorry that I may sound like I hate Japanese people but I don't... I believe they are very creative, original and intelligent people but they wouldn't be were they are at if Americans had not blew the atom bomb, Japan would have been more like north Korea right now but with more advanced weaponry.... heh, I know we are here to talk about the Xbox 360 and what Microsoft can do to improve it, my opinion on that is: stop selling Xbox there cause Japanese people are not going to buy it even if it was a 10 terabyte 250 Processor Core Chip with 900 Gigabyte of ram and a Quantum Physics Immersion reality graphics card. Japanese are taught from birth to support their own and the Japanese people who sway from that path are often disown (that’s one of their most traditional way of being) Yes their cultural lifestyle is very different from Americans but when you have a woman who looks like Jennifer Lopez, women like her is considered overweight there she is considered ugly, while women who are anorexic and looks like a child is considered HOT and beautiful. I don't know I dwelled on this long enough, Microsoft, you have better chances of selling the Xbox 360 to the North Koreans in which they can reverse engineer the technology and make bombs with them and blow the Japanese and Americans for being ignorant, lazy and most importantly..... GREEDY!!!! America is heading towards a new Germany(Nazi) path since most of the world hates us now and we are getting involved in everyone affairs and life in America is becoming more controlled-less freedom.

This was just some food for thought........

   by Vecha - 2006-07-21
 » say what?

"this is no lie, you would be suprise how many never release in english and the western world. so a measly 9 rpg for a year compare to ps2's usual 200+ per year is a reason why they dont bother with xbox 360 if them being rpg fans are being the reason why xbox 360 are not used by them.
by the way vecha, the reason why ps2 is sold in japan is because dvd player were really pricey when ps2 came out so buying a ps2 was too good of a deal since it did come out 9 months before we from the western part of the world gets it.
sorry"

I never said that the ps2 didn't have more jrpgs.

And the ps2 is not being sold because it is a cheap dvd player(right now) because it has a good line up of games.

Also...on the "rpgs" side of your debate...

The ps3 won't be releasing a rpg anytime soon....their launch has ZERO rpgs...an Action adventure(I thought the 360 was supposed to be the system with these...guess you were wrong) a fps(oh...how much is this NOT an rpg) a couple of more action adventures(ooooh they keep coming) and couple of racing games(wow..where are the 200+ rpgs now?)

The 360 on the other hand has a Jrpg coming out Next month..then two Jrpgs made by the man who brough us FF1-10 and those who brough us Chrono Cross(or trigger...doesn't matter both were great games).

The only thing microsoft has to deal with...is that the japanese don't want american products...the 360 has a great line up of games...compared to the Giant Crab and another Final Fantasy(which keep getting worse since 10)

I'll be getting a ps3...because there are a few good games..

But calling me Ignorant because I don't believe that the japanese are "waiting" for that 20+ rpgs a month is just plain retarded...

You are blind and ignorant to believe everything will be the same.


The fact that the 360 has 9 or more jrpgs planned(more then the xbox could ever dream to do) shows that the 360 is different.

Will it be better then the ps3? Never have said this...and if you take this comment as some attack against the ps3...go stare at pics of ps3s to get your insecurities streigneted out.

I loved the ps2 and ps3...but I never believe a console is better then any other.

   by Venpacasa (Unregistered) - 2006-07-21
 » agree wit 36

DAT WAS DEEP 36.........

   by Advertising -
   by umm (Unregistered) - 2006-07-21
 » umm

You people are god damn MORONS.
You dont know what the hell youre talking about saying the Japanese dont liek American products. Youre outta your damn mind. You know how much American stuff sells over there that they eat up like candy? You DO know the movies that come out of Hollywood Trounce ANY japanese made movie released over there? Do you know the % of Japanese youth/teens/young adults OBSESSED with hip hop? NOT to mention the amount of western clothing lines that sell there? Do you know that MS is Actually a POPULAR brand name there? PLENTY of western things sell like hot cakes in Japan.

However, ELectronics is a Different story. FOr decades Japanese electronics have been far superior. And NOW you dont understand why they dont buy a system that has MORE WESTERN style game with genres that dont sell so well in Japan? Does someone have to beat you over the head with a rock before you get it? Its the GAMES.... Xbox1 had pretty much 0 JRPGS, this obvious left a sour taste in gamers mouths, so WHY would they run out and buy the 360 when th elaunch lineup was VERY similar to the JXbox1 release? 360 May be getting a Jrpg next month or so, but its NO FF. 360 in Japan as it stands is for hardcore gamers. the stuff that sell a Lot in Japan is to the casual crowd for the most part. You also know that Metal Gear Solid sells far more units in the West then it does in japan? It comes down to the games.

Dont sit here spouting out garbage about JP hating american things. When the 360 game lineup lands exclusives from JP publishers, that are ALREADY POPULAR ESTABLISHED FRANCHISES, and matches the PS3 lineup in Japan THEN come to me and say stuff about WHY people are not buying it. As it stands, most of the Major J360 games that show the most promise wont be out till this winter, and next YEAR.

Youre one sides arguments are stupid.

the FACt remains that the 360 and Xbox1 lack popular franchises that sell Millions of units in japan.

   by Vecha - 2006-07-21
 » silly boy.

The ps3 has a sucky ass launch lineup..hell even the ps2 did.

So why are they buying the ps3? 600$ for FF?

Don't think so.

Blue Dragon and Lost Odyssey could easily topple FF If it was on the ps3.

The 360 had 19 titles...the ps3 will have about 10...none of those for the ps3 are jrpgs...hardly even reflect what japan enjoys..WarHawk? Resistance fall of man?

Yea sure.

The 360 is alot different from the xbox...I was hardly hyped for the xbox...but with the 360...it's a different story...

FF.DMC.MGS...for 600$

Blue Dragon. Lost Odyssey. Enchant Arm(out next month). Mass Effect. Jade empire 2. Splinter cell. For 400$?

The Japanese don't want an american Electronic product.

The 360 wouldn't sell in japan even if Blue Dragon was out right now.

   by xloveGirl (Unregistered) - 2006-07-21
 » why always refering to ps3

I have an xbox 360 and at this point i'm really disapointed.
There is no game go enough for me.... Where's the Next-gen stuff! I really want to love my xbox 360 but from the bottom of my heart, i know that is going to stay at the same level than xbox 1. The jap feel the same thing..... i think. Why the jap will buy something elsewhere when they master it in there own country.

Ah and for the next gen stuff, when xbox 360 will have it, it's gonna be to late. Xbox have 1 year before the competition.

....It's like the rabbit and the turtles.

   by Vecha - 2006-07-21
 » what?

"I have an xbox 360 and at this point i'm really disapointed.
There is no game go enough for me.... Where's the Next-gen stuff! I really want to love my xbox 360 but from the bottom of my heart, i know that is going to stay at the same level than xbox 1. The jap feel the same thing..... i think. Why the jap will buy something elsewhere when they master it in there own country.

Ah and for the next gen stuff, when xbox 360 will have it, it's gonna be to late. Xbox have 1 year before the competition.

....It's like the rabbit and the turtles."

no next gen stuff?

FN3 isn't next gen?

I guess War Hawk and Resistance fall of man is?

Let's not forget Heavenly sword.

What exactly is next gen? Graphics? Gameplay?

I'd say Nitendo wii takes the medal for most innovative.

Sony has most graphic games?

Don't think so...the launch games look nothing like their CGI counterparts shown...and when they show real gameplay footage...it looks as good as launch games for the 360.

Have you seen all games for the 360? And what is to come?

   by BIGHAWK (Unregistered) - 2006-07-21
 » TO VECHA

well said number 39

AND VECHA or watever ur name is ur closed minded well guess i can't change that but hey guess what with all those million games commin out for 360 all those million rpgs ur talking bout commin out for 360 or so it wouldn't help the system sell more in japan, wanna know y? cuz what i said is right. an when i talked bout ps2 having rpgs i was gettin my point across ur bulky head by saying that ps2 has set the pedestal by having rpgs that are games which japan loves and since they already own those games and are more familliar wth the ps they would automatically love the ps3 plus they would have ps2 games that would follow up on the ps3 so it makes since that they like it more. xbox had no rpg's that japanese gamers like and wasn't as popular as the ps2 was so microsoft cant expect to WOOOOO!!!!! THE JAPANESE GAMERS BY just now starting to make million rpgs. i understand they have rpgs for 360 but they are just making them this time around for the 360 and japanese gamers are already attracted to ps2 and its games genre so thats y they hate 360. There u go VECHA and dont be too quick to lose ur temper it makes u less of a man.

   by Vecha - 2006-07-21
 » lose my temper?

Did I ever say I expect Microsoft to WOOO the japanese population? You are jumping to conclusions.

Never said there were a million rpgs coming out either.

The ps1 showed up one year and "wooed the population" very easily. Sure microsoft is in its second year...but what does that have anything to do with it?


You aren't making a point man. What is your point?

Read my posts again...I was showing the japanese population mostly wants sony because it is Sony.

The launch list for the ps3 has NO rpgs....so obviously dumbass they don't care for the rpgs at the present but Expect(yes they predict and expect) that the rpgs will come flowing just like they did on the ps2.


Akira Toriyama and the man beind FF 1-10 along with the man who did the music score for FF7 and other...are making Blue Dragon...

But obviously it isn't enough...the Japanese population doesn't want an original Rpg...they want a Rehash of FF.

"makes you less of a man"

less of a man?...I think you need to stop losing your temper...and stop exagerating.

   by LOL MASTER (Unregistered) - 2006-07-22
 » KEKEKEKEKEKE

lemme Say Kekekekeke

   by BIGHAWK (Unregistered) - 2006-07-22
 » VECHA

vecha the world doesn't revolve around u and when i say stuff im not talking bout u only, im talking bout other people out there that are as stubborn as u. when i said that "so microsoft cant expect to WOOOOO japanese gamers i wasnt saying its something u said i was just pointing out a fact. by all means i know u wouuldn't say something like that i mean u dont even understand figurative speech for gads sake. ur not up to that level of intellect, an i'll stop arguin wit u for that kind of a matter.

and one more thing "The ps1 showed up one year and "wooed the population" very easily. Sure microsoft is in its second year...but what does that have anything to do with it?"
well duh think of two high teck corporations. when ur successful by selling ur products line for a while and customers like it and then another corporations starts selling the same product line a few months or years after, with the same prices and products, who do u think "most" of the customers will go with?? the new corporation or the one they are most familliar with, which is btw still going strong.

if u can't get that in ur head an thats common sense then ur wastin my time.

losing my temper lol, pleaz.

   by mike (Unregistered) - 2006-07-22
 » 360 dual hdmi

mr danger still sucks, lets change the subject, how about dual hdmi? the 360's a/v port is just like a video card right? so it has dvi and vga plus video right just like two 6200 nvidia card so it can do hdmi, so if you add anorther hdmi like the pictures of the new 360 motherboard, then they are going to put another hdmi port plus the one they already have in the a/v port equals dual hdmi. right? that would sure attract a lot of Japanese people, and it would atract me too.
o yeah if you make a mistake the only way to learn and grow from it is to admit you made a mistake and fes up to it(Iraq), sorry had to put that in.



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