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After years of a separation caused by bad decisions, Xbox begins to advance step by step in Japan, thanks to the good reception that Xbox Series S has had, which has been such that it recently surpassed the PlayStation 5 in weekly sales. In years Recently, and under the command of Phil Spencer, Xbox has expressed its intention to strengthen ties with Japan, but someone close to the brand thinks it is not worth it.
Former Xbox executive sees no point in interest in Japan
They say the bulls look different from the sidelines, and it seems that could be the case for Ed Fries, who was Microsoft’s vice president of video game publishing, leaving the company in 2004, almost 20 years ago. Recently, this former manager has made some controversial statements such as his fear of Xbox Game Pass and now he did it again, belittling Xbox’s interest in Japan. During his participation in the Xbox Expansion Pass podcast (via Pure Xbox), Ed Fries criticized Xbox’s insistence on the Japanese market, which he considers limited for the brand and worse still, with less importance than it had years ago .
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Xbox Series S begins to stand out in the Japanese market
In this regard, Ed Fries pointed out: “It is very difficult to be successful in Japan with a foreign game system, that is what I would say. Xbox has never been successful there, I don’t think it will ever happen, and the importance of the Japanese market is not so big as it was before. I think it’s okay for Microsoft to focus on the rest of the world, I think they would have been better off if they had done it sooner. Is there anything lost if you try and always fail? I mean, Microsoft just doesn’t sell many Xboxes in Japan. Is it important to just try? I’m not sure it is. If you try but no one buys what you’re selling, maybe you should try something different.”
After 8 years, Xbox was able to make remarkable progress in terms of console sales and there is no denying that Microsoft’s gaming division has made great efforts to build relationships with Japanese developers and publishers and has had good results. In addition, although Nintendo and Switch dominate in Japan, a great opportunity has opened up to be successful in this country as PlayStation has forgotten about this market.
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