Xbox’s head of the Asia region, Jeremy Hinton, has been talking to IGN Japan as part of an all-new interview, confirming during the chat that the region is now "Xbox's fastest growing market worldwide."
Hinton pointed out that they have "seen phenomenal growth" over the past twelve months, with a high percentage coming from Japanese players who have never owned an Xbox console before, and stock selling out "within minutes."
“There is no doubt that the demand is absolutely growing in Japan, and I see that in the data that I can see, we have a really high percentage of consoles being bought by people who have never owned Xbox consoles in the past.
And the next segment of consumers buying consoles are upgrading from Xbox 360, which was quite a successful generation for us in Japan. So we're seeing strong leading indicators in terms of us reaching new people. Demand is certainly higher, we see stock sell out within minutes.”
Notably, Hinton also highlighted that the Xbox Series S is seeing stronger demand compared to the Xbox Series X so far - both due to its price and its size - and developer interest in the region is also increasing as a result.
"We've got more Japanese-developed content in our ecosystem now than we've had at any point within our history... I think we have more development kits with independent developers in Japan than we've ever had in our history before, and there's a lot of talent and a growing independent scene in Japan."
Head of Xbox Phil Spencer has talked numerous times about his desire to increase Xbox's reach in the Japan region, and the efforts the team have put in over the past year-or-so really seem to be paying off. Great news!
What are your thoughts about Xbox's focus on Japan? Let us know down in the comments below.