Head of Xbox Phil Spencer has been talking a bit more about the brand's commitment to Japanese games in a recent interview with GameStar, explaining that Japanese creators are critically important to Xbox's strategy.
In the interview, Spencer highlighted that he felt better than ever about Xbox's relationship with Japanese creators since he took the job in 2014, and that he's proud of the progress the brand has made over the past four or five years, but recognised there was still work to be done:
"We know we're not a Japanese platform company [and] we know we will have to work to rebuild trust with Japanese creators, and we think that happens over time, continuing to listen to what they're looking for and what they need in order to reach that global audience."
The Xbox boss also hinted at the potential of more Japanese created games showing up at next week's Xbox Games Showcase event on July 23rd, and reiterated their importance to the brand:
"I'm proud of what we're going to show on [July] 23rd - I like our roadmap of working directly with Japanese creators to build great Xbox games, you'll hear more about that in the future, and we know that it's a critically important thing to our strategy to make sure that the amazing creators in Japan feel that Xbox is a platform where they can have success."
Do you want to see more Japanese created games on Xbox? Let us know in the comments.
[source youtube.com]
Comments 33
I live in Japan and I think Japanese would love to buy an Xbox if there is simply a reason for it.
Reason being games. They generally don’t care about the system they play on. They only care about the games and who created those games (e.g. preferably Japanese companies when it comes down to the typical JRPGs).
With xCloud and because Japanese love gaming on phones, Microsoft might have the possibility to capture a big market here.
After the cancellation of Scalebound which I am still sore about, this is one area they really do need to improve upon. Good to see they realise this, however the proof is yet to come. Fingers crossed for some exciting reveals on Thursday.
One thing Phil Spencer is rightfully taking steps in is by bringing all asian titles to xbox which otherwise use to be third party exclusives. Excited for the rumoured japanese studio or the title in which a japanese actress was involved.
@pip_muzz scale bound was a major disappointment. From what I understand though I don’t blame Microsoft. Reports were that platinum was funneling some of the money Microsoft gave them to other projects.
Hopefully there will be better relationships in the future. But personally I don’t play too many Japanese games (though I did love Lost Odyssey and Final Fantasy VII).
Great, hope for new Japanese games announced!
@tatsumi yeah i agree. I think xCloud and Gamepass is a big strategy for that market too.
The excellent relationship with Square Enix and Capcom is already there. It would be good if they can get a Japanese developer like Koei Tecmo. I said months ago that xCloud is going to be very popular in Japan but we also like some Japanese games so I like this progress.
@pip_muzz Platinum partly blamed themselves for that:
Reflecting on the game's cancellation in May 2019, Platinum studio head Atsushi Inaba said it “wasn’t easy” to see publisher Microsoft receive criticism for the decision as he felt “both sides failed,” and that ultimately, the game “didn’t do all of the things that we needed to do as a developer”.
Anime right now has bigger audience in the western market, so I think anime that have "western" vibe,will be a good choice such as psycho pass, ghost in the shell, or cowboy bebop.
Psycho pass as an AAA open world game will be my wildest dream
Sorry for my bad english
It would be huge if Xbox could get a hold in the Japanese market..
"...we know that it's a critically important thing to our strategy to make sure that the amazing creators in Japan feel that Xbox is a platform where they can have success."
That's were it's at, Phil. 🙌
I don’t think it’s going to help if they get Xbox releases games that are already localised on other platforms. The are lots of great Japanese games that have never been translated into english or released in the west. If they could localise things like The Legend of Heroes: Zero no Kiseki and Trails to Azure fans would have a reason to buy an Xbox.
Xcloud is their biggest asset with the Japanese.
Someone feel free to correct me if I am wrong as I am not from there. But the Japanese are very....entrenched with Sony and Nintendo because they are Japanese businesses and have always had a wealth of Japanese-centric games. Particularly with Nintendo in recent years owing to their portability.
Here is where I might get disagreed with. Series X - will not be successful in Japan. 360 started off so well with Japanese software and still couldnt crack it. Series X I dont think will fare any different. Anyone who expects that I would temper that expectation. The Japanese already prefer portable hardware as it is. I cant see them investing in American-made consoles.
However. They are keen on their mobile tech as someone mentioned in a previous post. Xcloud expanding to other mobile and tablet formats. That is the opportunity to get the Japanese involved and invested in Xbox. A software-based path into that market.
It may not atrract exclusives. But it will expand the amount of portable devices japanese-centric games are playable on and its a way into that market.
@Jaxx420 At this point, I doubt that many Japanese are getting a PS5 either. They seem to prefer phones, tablets and Switch. PS4 sales have plummeted over there. 3,339 PS4 vs. 98,484 Switch (Japan hardware chart 11th July).
It would be great if Platinum Games would release a lot of their IP’s to Xbox. I’d be all over that.
@BlueOcean Possibly not but I think more so than Xbox. Not a dig at the brand just the nature of their market. They have always gravitated towards home products and portable even more so which is why Nintendo are doing much better than Sony over there and switch games are dominating their charts.
If Microsoft are going to make some inroads over there I think through mobile and tablet gaming is the way to go.
@Jaxx420 That's why I didn't even mention Xbox One. Microsoft is releasing Series X in Japan, it's a small but symbolic market, but they may be very successful with xCloud in Japan, well, in the whole Asian continent and that's a huge market.
Meh. I could care less about most Japanese games, but I get that a lot of gamers like them. So Microsoft would be wise to invest in that situation more. Especially if it’s just to get Japanese developers to release games like Persona on Xbox.
But I won’t lie.....every time they show a very Japanese centric game at one of their shows, it’s bathroom break time.
There is one huuuuuuuge thing that Xbox can do that would help them get a lot of goodwill with Japanese developers.
And that is to let them know, that under no circumstances will they censor any game that comes out of Japan. Right now there is a huge discussion going on culturally in Japan about freedom of expression. Even the Japanese Diet has gotten involved. The manga and anime industry are worried about the United States and China imposing their cultural standards on Japanese works. It has also affected the video game industry with many developers also expressing dissatisfaction and concern.
Please Xbox, no censorship.
Diversity is key and it's nice that Phil Spencer gets this. Peter Moore and Shane Kim also got this and Xbox 360 was a great machine for all types of games while they were calling the shots. Then they leave, Mattrick comes in and for whatever reason throws all the hardwork others did right out the window. It's been an uphill battle for Xbox in Japan from the start and will likely continue to be but at least now they have a person in charge again who seems committed to actually trying as opposed to somebody who just says 'f*** this' and spits on a market that has given a lot to many of us who have loved this hobby for decades in some cases.
@tatsumi To prove your point, Xbox 360 was by far the best selling Xbox in Japan, thanks to actually getting some pretty good exclusive JRPGs on there.
Getting Yakuza games on the Xbox is a good start. Glad they are finally coming.
Xbox has definately made improvements in terms of Japanese games, but they still have a lot to do.
You have 3rd party games like the Persona, Dragon Quest, Ni no Kuni, Sakura Wars and many others.
It's these types of games that will capture the Japanese Market. Add into the mix xCloud, since Japanese gamers tend to be more into portable gaming these days, and you could have a killer combo of they get a few exclusives as well.
Greenlit Scalebound, you cowards!!
It's good Microsoft are still committed, but I honestly think it's a lost cause by this point. Even getting Sakaguchi onboard didn't really do anything for them back on the 360, and Xbox's popularity has decreased further in Japan since then.
Still, I'm happy to be proven wrong, and if anyone can do it, it's Phil Spencer.
@Royalblues Mid Tier JRPGs are a good starting point, but it’s more than JRPGs. I’ve said this to others. The one thing MS has always lacked are the “companion” genres that go along with that, like Japanese Dungeon crawlers, the visual novels, the cute sim games, etc. For instance, I for one am thrilled the KH Rhythm game is coming to Xbox. When’s the last time that has happened? Anyway, MS needs a slice of those sister genres as well.
Yeah I think they should make their own studio as well..
Yes, Microsoft is doing incredibly badly here, to be honest. Final Fantasy 7 remake? still not even sure it's EVER coming. Dragon Quest 11? nope. Persona 5? nope? Persona 4 Golden, which PC just got? nope. Nier Automata? sure, a year later. They have to do better. anyone who's really into JRPGs just isn't going to be getting an Xbox right now.
@Royalblues just out of curiosity you do know Y’s Origin is on the Xbox right ? I mean you mentioned it @.@ I wasn’t sure you knew..
@Royalblues Yeah
It was actually DotEmu the French company that published it. They also did the work on the FFVIII Remaster, Newest Streets of Rage, etc They tend to put stuff everywhere.
I’m not sure all of it is NISA fault. They were going to put RPG Maker on the Xbox, but that fell through. I assume it has to do with the high print copy etc But I don’t know :/
@Royalblues so here’s an update that’s a first step kinda. NIS is bring Disgaea 4 to PC and Game Pass for PC. https://nisamerica.com/blog/disgaea-4-complete-network-features-information-pc
I don’t honestly think they’ve ever put anything on Gamepass even for PC. Seems like a small olive branch ?
@Royalblues oh no! that’s terrible. Let me guess digitally ?
Yeah I hope so. I think the release also coming when xCloud is going to Gamepass suggests you me some being surprises.
@Royalblues maybe, that would be good. I dunno what happened there maybe they could patch it up with Platinum. Might take some time but maybe with a lot of care ?
@Royalblues we’re getting Giraffe and Annika too!! NIS isn’t publishing it but Playism.
https://youtu.be/5DL8wIMAj3A
@FraserG I think we need a forum post/thread for unexpected surprise announcements like this? I’m not sure a Japanese indie release like this is news, but I don’t want to over step by making forum post, so if it’s okay?
Edit: clarity
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