Why Xbox Failed In Japan

Summary

The Xbox One console has seen global success but has struggled to gain a foothold in Japan, despite being the world's second-most popular gaming console. Factors contributing to its poor performance in Japan include a late market entry, a bulky design unsuited to small Japanese homes, and a lack of popular Japanese game titles. Microsoft's initial foray into gaming was met with skepticism, and the company faced challenges in securing partnerships with Japanese developers. Despite these obstacles, the Xbox 360 and Xbox One have seen some success, and Microsoft continues to innovate, shifting focus towards cloud gaming and software services.

Takeaways

• 🎮 The Xbox One console had a significant global success but struggled to find a market in Japan.
• 🌏 In the early 2000s, Japan dominated the gaming industry with companies like Nintendo, Sega, and Sony, making it a tough market for the American Xbox to penetrate.
• 🤔 The Xbox was initially perceived as an outsider in Japan, facing skepticism due to its American origin and software background.
• 🚀 Despite the global success of the Xbox One, with nearly 46.9 million units sold worldwide by Q2 2019, only 0.3% of those sales were in Japan.
• 💡 Microsoft's entry into gaming was strategic, aiming to compete with Sony's PlayStation, which threatened to replace PCs as home internet devices.
• 🛠️ The Xbox's bulky design and controller were not well-received in Japan, where smaller living spaces and different aesthetic preferences played a role.
• 🗓️ Microsoft faced timing issues with the Xbox's launch in Japan, missing the crucial holiday sales period.
• 👾 Japanese gamers preferred role-playing games, which were not the Xbox's strong suit, as it focused more on shooter-style games.
• 🔄 Loyalty played a significant role, with Japanese developers hesitant to defect from established relationships with Sony and Nintendo to support the Xbox.
• 🌐 Microsoft's focus on global gaming and cloud technology, such as Project xCloud, shows a shift from traditional console sales to a broader gaming ecosystem.
• 📉 The declining sales of Xbox hardware indicate a broader trend in the industry, with consumers increasingly turning to mobile and streaming gaming options.

Q & A

Why did the Xbox fail to gain popularity in Japan despite being successful globally?

The Xbox failed in Japan due to several reasons: Japanese developers were hesitant to support a non-domestic console, the Xbox's bulky design and controller were not well-received in small Japanese homes, and Microsoft's late entry into the Japanese market meant it missed the crucial holiday sales period.

What was Microsoft's initial strategy when launching the Xbox in Japan?

Microsoft aimed to integrate its technology and software expertise into the gaming console market to compete with Sony and Nintendo. They also sought to bring their technology into consumers' homes and maintain dominance in the software ecosystem.

Why were Japanese game developers initially reluctant to support the Xbox?

Japanese game developers were hesitant to support the Xbox because it was an American console and not popular in Japan. They were also loyal to established companies like Sony and Nintendo, and the Xbox's high cost technology was a concern for them.

How did Microsoft's reputation as a PC and software company affect its entry into the gaming console market in Japan?

Microsoft's reputation as a PC and software company made the gaming world suspicious of an American console made by a company not known for hardware. They were perceived as an outsider invading the Japanese market.

What was the role of Mitsumi in the Xbox's failure to launch successfully in Japan?

Mitsumi, which made circuit boards for Sony's PlayStation controllers, refused to provide the same technology for Microsoft's Xbox, forcing Microsoft to use larger circuit boards, which resulted in a bulkier controller that was not well-received in Japan.

How did the Xbox One perform in terms of sales in Japan compared to the global market?

The Xbox One sold almost 46.9 million units worldwide through the second quarter of 2019, but only 0.3 percent of those sales were in Japan, indicating a very limited market penetration.

What steps did Microsoft take to address the issues faced by the Xbox in Japan with the Xbox 360?

With the Xbox 360, Microsoft planned to launch before the holiday season and before Sony's PlayStation 3, worked with a Japanese design firm on the console's design, and collaborated with Japanese creators to make games for the Xbox.

How has the gaming market shifted, and how is Microsoft adapting to these changes?

The gaming market has shifted towards mobile and streaming games, leading to a decline in console sales. Microsoft is adapting by focusing on software and services, selling subscriptions to game libraries, and investing in cloud gaming technology.

What is the significance of cloud gaming for Microsoft's future in the gaming industry?

Cloud gaming allows Microsoft to offer gaming services across various devices without the need for physical consoles, which is a strategic move as the market shifts towards digital and streaming services.

How did the partnership between Microsoft and Sony in cloud gaming come about, and what does it mean for the gaming industry?

The partnership between Microsoft and Sony came as a surprise as they were long-time rivals. It signifies a seismic shift in the gaming industry towards cloud-based services, allowing for gaming on any device with an internet connection.

What is Project xCloud, and how does it fit into Microsoft's strategy for the gaming market?

Project xCloud is Microsoft's cloud streaming service that allows users to stream their entire Xbox One libraries to mobile devices. It is part of Microsoft's strategy to move away from hardware dependency and focus on software and services in the gaming market.

Outlines

00:00

🎮 Global Success of Xbox, But Struggles in Japan

While Xbox consoles are globally popular, Japan's reception has been significantly lukewarm. Japan, once the gaming capital with companies like Nintendo, Sega, and Sony dominating, viewed Microsoft's Xbox skeptically. When the Xbox debuted in 2001, the gaming community in Japan saw it as an outsider product from a company known more for software than hardware. Although globally successful, Xbox never gained traction in Japan, making up only 0.3% of its global sales by 2019. Microsoft's push to enter the Japanese market faced resistance due to its outsider status and competition from local giants.

05:01

🇯🇵 Japanese Developers and the Xbox Struggles

There were several reasons for Xbox's failure in Japan. Most game developers were Japanese, and they hesitated to defect from popular brands like Sony and Nintendo. Xbox offered better graphics and technical power, but the high cost of the console and its massive size made it unappealing to Japanese gamers. Japanese homes were small, and the Xbox controller was bulky, contrasting with the sleek PlayStation design. Microsoft couldn't secure the necessary circuits to reduce the controller size and missed the critical holiday season launch in Japan, which further impacted its reception.

10:01

☁️ The Shift to Cloud Gaming and Microsoft’s Long-Term Vision

Microsoft has shifted focus from hardware sales to cloud-based gaming. Despite Xbox’s limited success in Japan, Microsoft's collaboration with Sony in 2019 marked a new era, with both companies working on game streaming technology through Microsoft’s cloud. Cloud gaming, while still small, is projected to grow, with Japan poised to be a major player. Microsoft's focus on democratizing game development and making tools widely available has redefined the gaming industry, moving away from traditional console dependence and embracing streaming technologies.

Keywords

💡Xbox One

Xbox One is a gaming console developed by Microsoft, succeeding the Xbox 360. It represents the company's attempt to capture a significant share of the global gaming market. The console's launch was met with enthusiasm worldwide, as indicated by fans lining up to purchase it. However, in Japan, the Xbox One, like its predecessors, failed to gain significant traction, selling only a tiny fraction of its global units.

💡Japanese game developers

Japanese game developers are renowned for their high-quality and innovative games. Their support is crucial for the success of any new gaming platform, as their games often drive console sales. In the context of the video, the reluctance of these developers to support the Xbox due to its lack of popularity in Japan is a significant factor in the console's poor performance in the Japanese market.

💡Microsoft

Microsoft is a multinational technology company known for its software products, including the Windows operating system and Office suite. The company ventured into the gaming industry with the Xbox, aiming to compete with established players like Sony and Nintendo. The video discusses Microsoft's challenges in breaking into the Japanese market, despite its global success with the Xbox One.

💡PlayStation 2

PlayStation 2 is a gaming console by Sony that was a dominant force in the early 2000s. It was considered a threat to Microsoft's PC business due to its potential to replace PCs for internet access at home. The console's success highlights the uphill battle Microsoft faced in trying to establish the Xbox in the Japanese market, which was already dominated by Sony.

💡Antitrust lawsuit

An antitrust lawsuit refers to legal action taken against companies for practices that violate antitrust laws, which are designed to promote fair competition. Microsoft faced such lawsuits in the late 90s, which may have influenced the gaming industry's wariness of collaborating with them on the Xbox project. This historical context is important for understanding the initial resistance Microsoft encountered in the gaming market.

💡Xbox 360

The Xbox 360 is Microsoft's second gaming console, which achieved more success in Japan than the original Xbox. It was Microsoft's strategy to launch it ahead of the holiday season and before Sony's PlayStation 3, attempting to capture the market with a timely release and collaborations with Japanese creators. Despite these efforts, the Xbox 360 still lagged behind the PlayStation 3 in Japanese sales.

💡Cloud gaming

Cloud gaming is a technology that allows users to play games on any device with an internet connection without the need for a dedicated gaming console. Microsoft's investment in this area, with initiatives like Project xCloud, signifies a shift in the gaming industry away from hardware sales towards software and services. This development is particularly relevant to the Japanese market, which is poised to be a leader in cloud gaming.

💡Global sales

Global sales figures are a key metric for measuring the success of a product like the Xbox One. The video highlights that while the console sold nearly 46.9 million units worldwide, less than 0.3 percent of these were in Japan. This stark contrast underscores the unique challenges Microsoft faces in the Japanese gaming market.

💡Hardware revenue

Hardware revenue refers to the income generated from the sales of physical products, such as gaming consoles. The video mentions a decline in Xbox hardware revenue, indicating a shift in Microsoft's business model towards software and services. This change is part of a broader trend in the gaming industry, where traditional console sales are being supplemented by digital and subscription-based models.

💡Project xCloud

Project xCloud is Microsoft's cloud gaming service that aims to stream Xbox games to various devices, including mobile phones and computers. This initiative is part of Microsoft's response to the growing popularity of cloud gaming and represents a significant move away from traditional console-based gaming. The service's potential to reach a global audience aligns with Microsoft's strategy to expand its gaming presence beyond hardware sales.

💡Game streaming

Game streaming is a method of delivering video games to users via the internet, allowing them to play games without the need for high-end hardware. The video discusses Microsoft's collaboration with Sony to develop game streaming technology, leveraging Microsoft's cloud infrastructure. This partnership highlights the evolving landscape of the gaming industry, where traditional competitors are joining forces to capitalize on new technologies.

Highlights

Xbox One console faced lack of enthusiasm in Japan despite global success.

Japan, a dominant force in gaming with companies like Nintendo, Sega, and Sony, was initially skeptical of the Xbox.

Japanese game developers were crucial for the success of new gaming platforms.

Microsoft's entry into the gaming market with Xbox was met with suspicion due to its software background.

Xbox's three launches in Japan were commercial failures, with only 0.3% of global sales coming from the country.

Microsoft's original motivation for developing the Xbox was to counter Sony's PlayStation 2 in the consumer electronics market.

Bill Gates attempted to partner with Sony before launching Xbox, but Sony declined.

Microsoft faced challenges due to ongoing antitrust lawsuits, which made Japanese companies wary of collaboration.

Xbox's bulky design and controller size were not well-received in Japan, where living spaces are typically smaller.

Japanese game developers were hesitant to support Xbox due to its unpopularity in Japan and concerns over cost.

Xbox 360 was more successful in Japan, with Microsoft addressing previous design and timing issues.

Despite poor sales, Microsoft remains committed to Japan as a part of its global gaming strategy.

Microsoft is shifting focus from hardware sales to software and services, reflecting a change in the gaming industry.

Microsoft and Sony announced a partnership to develop game streaming technology using Microsoft's cloud.

Cloud gaming is projected to have a minor share in the games market, but Japan is a significant player in this space.

Microsoft's Xbox strategy has been to democratize game development and make tools widely available.

Transcripts

These people are waiting to buy the Xbox One console.

Fans line up around the world for the newest gaming consoles and

products. But there's one place that's never seen a reaction like

this for Xbox.

Japan. In the early 2000s, when Microsoft launched the Xbox, Japan

was the gaming juggernaut of the world.

Japan was home to three big console makers — Nintendo, Sega and Sony.

And Japanese game developers were considered the best and most

revolutionary on the planet.

Around the time of the launch of the Xbox, Japanese game developers

were the most important in the world.

The success of any new game platform depended in large measure on

whether or not you can get the best Japanese game developers and

their titles, more importantly, on your platform.

So when Microsoft launched the Xbox in 2001, the gaming world was

suspicious of an American console made by a company known for its

software, not its hardware.

They were kind of perceived as the bad guy coming into the Japanese

market, kind of invading the homeland and competing with Sony and

Nintendo. All three launches of the Xbox were a total failure in

Japan. But at the same time, since its debut in 2001, the Xbox has

become one of the biggest consoles globally.

The release of the Xbox One in 2013 was a huge success for Microsoft.

For the three years following its release, the Xbox One was the

world's second-most popular gaming console of its generation.

The Xbox One has sold almost 46.9

million units worldwide through the second quarter of 2019, but only

a tiny fraction of global sales — just 0.3

percent — have been in Japan.

So why has the Xbox never caught on in Japan, despite its worldwide

acclaim elsewhere? When Microsoft started developing the

Xbox in 1999, it wasn't known as a gaming company.

Its reputation was all about PCs, its office products and a big

antitrust lawsuit. Microsoft had a PC gaming business in the late 90s

known for Microsoft Flight Simulator and Age of Empires.

Developing the Xbox was all part of Microsoft's plan to bring its

technology into consumers' homes.

Sony was the leader in the consumer electronics market in the early

2000s. Its PlayStation 2 was considered a threat to Microsoft for its

potential to replace PCs as a way to get Internet access at home.

Bill Gates's motivation was more about maintaining Microsoft's

dominance and position and ecosystem of software.

Bill really got it because games are software that is entertainment

that can stand right alongside a movie.

Denise Chaudhari, a designer who worked on the original Xbox,

remembers that Microsoft got into gaming as a challenge to Sony.

Bill Gates wanted to get Microsoft technology into Sony consoles, so

he went to Japan and suggested a partnership.

Microsoft, Bill Gates specifically, saw an opportunity to take

something that was established that Sony was already doing the

PlayStation and sort of integrate technology and software that

Microsoft was the master of, which was home computing and kind of

bring that together. Sony was not interested.

Sony was basically like, thanks, but no thanks.

And Bill Gates said, okay, then I'll do it myself.

Video game journalist Dean Takahashi thinks companies were wary of

working with Microsoft because of its antitrust lawsuits.

There were already antitrust cases

happening against Microsoft and everybody knew that if you sort of

let them in the door, it was kind of like a Trojan horse.

You might lose control of your business the way say the P.C.

makers like IBM had lost control of the business.

This wasn't the first time Microsoft would hear a no from a Japanese

company on the Xbox.

Chaudhari says Mitsumi, the company that made circuit boards for

Sony's PlayStation controllers at the time, refused to make a circuit

board for Microsoft.

Mitsumi could have jeopardized its relationship with Sony by giving

Microsoft the same technology.

Mitsumi didn't respond to CNBC's requests for comment.

So Chaudhari had to use a larger circuit board for the Xbox

controller. Microsoft moved quickly to launch the Xbox.

The consoles hit shelves in the U.S.

in November 2001 and in Japan in February 2002, later than expected.

Microsoft has released three consoles in the Xbox series, the Xbox,

the Xbox 360 and the Xbox One.

While all three console releases failed in Japan, the Xbox was a huge

hit elsewhere in the world.

Microsoft eventually secured the coveted No.

1 spot in the global market from 2011 to 2012 with the Xbox 360.

Nobody expected we were going to be a hit product in Japan and we

understood what the playing field was like and we were just trying to

not embarrass ourselves.

Sega, Nintendo and Sony dominated the video game market in Japan when

Microsoft came onto the scene.

Before the Xbox launched, Sony and Nintendo devices accounted for

basically 100 percent of the global video game market and not much

has changed since then.

As of 2019, sales of the Xbox don't even begin to rival that of the

PlayStation 4 or Nintendo Switch.

There are three main reasons the Xbox console didn't sell well in

Japan. Today,

game developers are from all over the world.

But in the early 2000s, most of the best developers were Japanese and

at the time the Xbox launched, Japanese game creators were hesitant

to put their content on a console that wasn't popular in Japan.

Japanese gamers and developers favorite role playing games over the

shooter style games that were more common in the U.S.

In order to convince gamers to switch to Xbox, Microsoft needed big

name Japanese developers to defect from Sony and Nintendo.

And developers saw pros and cons in defecting to Microsoft.

The graphics power of the Xbox and its ability to create realistic

games exceeded other consoles at the time.

We're pretty successful

convincing them that Xbox represented a platform would enable them to

do new and interesting things and most importantly, would enable them

to sell those games to a Western audience.

But for many developers, the disadvantages outweighed any potential

upside. Some game creators like the XBox's hard drive, which was

faster than the PlayStation CD-ROM.

But they worry the high cost of Microsoft's technology would drive

consumers away. And then there was loyalty.

It was really difficult to convince a developer who'd already had a

relationship with Sony and Nintendo to take a gamble on Microsoft's

unproven Xbox.

The second problem is that the Xbox was just too big.

It was huge and Japanese homes were small.

That was sort of one of the first things that made the Japanese

people wonder, does this company know what it's doing?

The controller was another problem.

PlayStation used a folded circuit board made by Mitsumi in its

controller. It was a single circuit board cut in half and stacked so

that it was smaller than a typical circuit board.

Microsoft's team asked Mitsumi for the same circuit.

And Mitsumi simply said, no, they would not budge.

They would not give us the same circuit board.

Since Microsoft couldn't get the folded circuits from Mitsumi, it had

to make do with large circuit boards, meaning the controller was

bulky. That controller never actually launched in Japan, so we can't

know how Japanese consumers would have reacted to it.

The Xbox team instead expedited production on a smaller controller

called the controller S for the Japanese launch, Chaudhari says.

Even Microsoft's own team in Japan refused to endorse the Xbox

because of its bulky design.

Finally, timing was also a problem for Microsoft.

The company delayed its Japan launch to February 2002. That meant

that the console and game developers missed the crucial holiday

period in Japan when kids got money from family members to celebrate

the New Year. The Xbox 360 was Microsoft's most successful console

with Japanese consumers.

So what made it less of a flop in Japan?

With the Xbox 360 Microsoft tried to address a few problems it had

with the Xbox. First, Microsoft planned to launch the console ahead

of the holiday season and before Sony launched its competitor, the

PlayStation 3. Microsoft also worked with a Japanese design firm on

the new console and collaborated with Japanese creators to make games

for the Xbox. But that didn't make a dent in PlayStation's hold on

Japan. Sales in Japan of the PlayStation 3, which launched in 2006,

vastly outnumbered sales of the Xbox 360, which launched one year

earlier. Microsoft's next console, the Xbox One, also had a strong

start when it was released in 2013.

Microsoft sold more than 2 million of the Xbox One consoles globally

in 18 days, breaking a record for the company.

But in Japan, the Xbox One saw yet another lackluster response.

Of the 46.9 million Xbox Ones sold worldwide through the second

quarter of 2019, less than half of a percent of them have been in

Japan. For comparison, PlayStation 4 has sold 99.8

million units globally through Q2 2019, with 8.6%

of them in Japan. In a statement to CNBC, Microsoft said Japan

remains an important part of our global gaming community and a major

contributor to Microsoft's future plans.

We're committed to bringing innovative and homegrown content from

Japan's leading game creators to a global audience.

But Microsoft's inability to appeal to Japanese consumers may be the

least of its problems right now.

Global sales of the Xbox One have been lackluster as users shift more

to mobile and streaming games.

Analysts say it's a problem impacting all console makers.

In Microsoft's earnings release for the quarter ended June 30th,

2019, the company said Xbox hardware revenue declined 48 percent,

primarily due to a decrease in volume of consoles sold.

Experts say Microsoft is adapting to a video game future that's not

dependent on hardware sales by selling subscriptions to game

libraries. Why is the Xbox 360 doing so well or why's or other

people's things doing well?

It's that software capability and that's a bet that we made at the

beginning of the company. In fiscal year 2018, gaming revenue

increased 14 percent compared to fiscal year 2017, driven by Xbox

software and services growth.

Microsoft noted that Xbox hardware revenue was lower.

Microsoft's 2018 annual report shows its shift away from hardware

dependency. The surge in popularity of streaming gaming has

fundamentally changed Microsoft's relationships with one of its

longtime rivals.

Microsoft and Sony made a surprising announcement in May 2019.

They're working together to develop game streaming technology using

Microsoft's cloud.

Cloud gaming allows players to use any device with an Internet

connection to play games.

And Microsoft has made several big moves in the space, including

plans for a new cloud streaming service called Project xCloud that

would allow users to stream their entire Xbox One libraries to mobile

devices. The partnership comes as giants like Google are getting into

gaming by developing its own cloud gaming service.

That represents a seismic shift in video games.

With faster Internet speeds, games can be played without a console on

a cell phone or a computer.

Cloud gaming is projected to be less than 2 percent of the forecast

total games market by 2023.

But Japan is poised to be a leader there.

In 2018, Japanese consumers accounted for about 46 percent of the

$387 million consumers spent on cloud gaming worldwide.

Microsoft knew Japan was going to be its most challenging market, but

Blackley says sales figures aren't the only way to measure the market

in the long run. Microsoft didn't need Japanese consumers to make

billions of dollars.

When the console launched, it was crucial for Microsoft to get

Japanese game developers on board.

But Japanese consumers were less of a priority.

The issue with Japan was never the amount of revenue that it

represented. The issue was the amount of revenue that the games from

Japanese developers represented.

Blackley says the Xbox changed the philosophy on game development.

One of the things about game consoles prior to Xbox was that the

hardware is arcane. Xbox had a different philosophy.

I really had the idea that the biggest market can be addressed and

can be captured by Microsoft through democratizing game development,

through making the tools of game development widely available and

easier.