Microsoft “Preparing a Strategy to Change the Image of Xbox” in Japan

Microsoft “Preparing a Strategy to Change the Image of Xbox” in Japan

The Xbox One still doesn’t have a release date in Japan, but why? Apparently Microsoft is busy plotting its return to the local spotlight after two generations of unsuccessful attempts with the Xbox and the Xbox 360.

The prominent newspaper Asahi Shinbun reported that according to someone familiar with the situation at Microsoft Japan the company is “preparing a strategy to change the image of Xbox, that in the past two generations has been seen as a console [only] for enthusiasts” (literally, for maniacs).

Indeed, in Japan only the most hardcore of the hardcore between gamers have an Xbox 36, due to its present focus on western games that normally don’t really appease to the local gaming community. It’s actually quite possible that the Microsoft’s focus on non gaming applications with the Xbox One, that wasn’t very well received by many gamers in the west, could help them broaden the appeal of the console in Japan.