Why the Xbox Failed in Japan
Eurogamer has a interesting story on why the Xbox brand failed in Japan. Hit the link to see the story of Microsoft’s biggest challenge to date.
Many foreign companies have struggled to find success in Japan. Microsoft is not the first, and it won’t be the last. But it’s clear that as the gargantuan American company was finding its feet in the land of the rising sun, it didn’t play a smart game. “It’s a very unique iconic market,” John Greiner says. “You’ve got to know what moves people and what doesn’t. They have to do it their way. I know some of the Microsoft Japan guys and they get that. They understand. But it’s hard because a lot of decisions are made out of America, even for them. That’s hard for the Japanese to work with.” Talk to the Japanese about Xbox and you get an odd, almost apathetic response. They know they’re not that bothered, but they’re not that sure why. The Team Ninja of 2012 is very different to the Team Ninja of 2000. Itagaki is gone, hoping to make a success of Devil’s Third. In his place stands Yosuke Hayashi, lead developer of Dead or Alive 5 and Ninja Gaiden 3 – both multiplatform games. The Tecmo Koei booth is one of the larger at Tokyo Game Show 2012. There Dynasty Warriors and all its spin-offs attract attention from the locals. The noise is deafening, and Hayashi’s poor translator has to shout to be heard. Read the rest of the article here.
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