Xbox is still fighting to gain ground in Japan, so it won't miss the opportunity to be at Tokyo Game Show 2023. The company recently confirmed its plans and promised several announcements, as well as a few surprises for Xbox Game Pass.
Now, Phil Spencer, the head of the brand, shared a brief message where he invites gamers to enjoy the event and its revelations. He also talked about the future of Xbox in Japan and defined it as bright.
Phil Spencer is confident in Xbox's growth in Japan
Through his social networks, the executive was excited to once again be at the Japanese event. He stressed that they will be sharing news of some of their upcoming projects and will also be talking about developer games in Japan and the rest of Asia.
"We're thrilled to be back at the Tokyo Game Show this year with the Xbox Digital Broadcast. We invite players in Japan and around the world to tune into Xbox social channels on Thursday, the 21st of September," the executive commented.
He also spoke briefly about Xbox's situation in Japan and was positive. As you probably already know, the brand has struggled to break into that market, but it hasn't thrown in the towel and now wants to use the event to gain even more fans.
"The future for Xbox in Japan is bright, and we can't wait to share these updates with all of you. From everyone at Team Xbox, we hope you have a great Tokyo Game Show," concluded the executive.
Why has Xbox struggled to grow in Japan?
Xbox has faced difficulties entering the Japanese market due to a number of factors. The Japanese market has a strong preference for locally developed games, particularly titles in certain genres. In addition, it has to compete with PlayStation and Nintendo, who have dominated the market for decades.
While Xbox has faced obstacles in the Japanese market, it has continued to strive to gain presence and recognition. Microsoft has attempted to address some of these problems by acquiring Japanese game development studios and securing exclusives, as well as adapting its marketing and design strategies for the local market.
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