Since its launch, Xbox has been struggling with the Japan market. Whether it’s with sales or even getting products there, it was never easy.
What is the cause for all of this? As it turns out, Xbox had difficulties that were hardly manageable. In an interview with IGN, former Xbox Chief Officer Robbie Bach claimed that the company was in a bind when it came to that specific market.
“It’s just a question of focus,” said Bach. “And it’s a question of where you have assets and where you don’t have assets. And we had no assets in Japan,” he added, stating that the company “didn’t have relationships with Japanese game developers” aside from “a few isolated ones” for a few games like Ninja Gaiden, which “were actually more popular in the West than they were in Japan.”
This caused Xbox to make a huge mistake and focus on the Japan market. Instead of putting more effort elsewhere, fixing the dead cause took too much time, money and energy. “It distracted us from things where we actually had an opportunity to make progress.”
In the past, the same issue happened when the original Xbox released in Japan. It wasn’t an issue with the Xbox 360. “It was better,” said Bach. Still, this “better” wasn’t enough to make the company strive the way they foresaw it.
The Japan market is without a doubt a tough market to deal with. The favorite consoles are by far the PlayStation and Nintendo’s DS, 3DS and Wii U.