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Square Enix discusses Japanese turnaround for Xbox 360 photo

Despite Japanese consumers giving it the cold shoulder for a long time, it would seem that the Xbox 360 is finally starting to gain some real ground in the territory. Square Enix has noticed this, and is more than ready to keep working on the system.

"There is a growing interest in Xbox 360 among Japanese users, due to the release of familiar titles, the increasing appeal of overseas titles, and the excellent reputation of the Xbox 360's network services," states Square Enix producer Shinji Hashimoto.

The quote comes from an Edge Online article detailing the Xbox 360's push into Japan and how it is finally starting to pay off. With the price cut and a handful of exclusives that have strong Japanese appeal, as well as shooters like Gears of War which have shown signs of popularity in the East, the 360 does have plenty of tools to gain market share. 

The only thing it doesn't have is a Japanese company creating it. That's the only thing that will stop the console becoming a huge hit in Japan. A rather dismal portrait of Japanese society, really.


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13 comments | showing # 1 to 13

Monodi's Avatar
Monodi at 11/26/2008 10:07
Watching the japanese interested on the XBOX360 is as odd like watching them play baseball, eating hamburgers and do rap music.

Well I do want to see new japanese exclusives making the console even shinier, I am so fucking tired of Halo being some kind of mascot franchise, give them something cute and fun, Japan.
the Golden Avatar's Avatar
the Golden Avatar at 11/26/2008 10:09
It's sort of hard not to sell more 360s with the library of JRPGs fully exclusive or timed-exclusive. The only thing really holding it back, like you said, is a culture highly steeped in national brand loyalty.

On the other side, the Japanese are really starting to lose me. The last game I really enjoyed that was made by a Japanese developer was Galaxy. Before that? I'm not even sure. Of course, I don't own any handhelds, so I guess I'm missing out there.
Genius's Avatar
Genius at 11/26/2008 10:11
All I have to say is this is gonna be bad for the PS3, which sucks because thats all I have. Its bad enough waiting for these timed exclusives from SE, now they are openly supporting it over the PS3, game over man.
Monodi's Avatar
Monodi at 11/26/2008 10:16
^ I guess you are, the DS got an amazing library and funnily its beating the shit of the Wii in quality.

The World Ends With You, Phoenix Wright, TraceMemory, Hotel Dusk, DisgaeaDS, Contact, these are all japanese and gave me satisfaction.
Char Aznable's Avatar
Char Aznable at 11/26/2008 10:17
I hadn't really considered the point you brought up in the last paragraph, but that is something to think about. This xenophobia is rarely discussed in regard to Japanese culture and video games.
Seta Soujiro's Avatar
Seta Soujiro at 11/26/2008 10:48
"The only thing it doesn't have is a Japanese company creating it. That's the only thing that will stop the console becoming a huge hit in Japan." hmmm I also believe they want some quality in their products and that's stopping them...
damned RROD! and of course S-E is gonna talk big about the 360! I can't imagine all the $$$ microsoft dropped in S-E's table so they would make a 360 version for FFXIII (among other things).
Tron's Avatar
Tron at 11/26/2008 11:42
@ the Golden Avatar

i agree, the japanese are starting to lose me as well. The last time i bought a japanese made game was back in march when i picked up lost odyssey. I've only bought western games since. Keep in mind this wasn't a conscious decision to buy only western games, its just that there aren't too many interesting japanese games out for the 360.
klubjunkee's Avatar
klubjunkee at 11/26/2008 11:56
Square's current offerings on the 360 leaves much to be desired. If consumers are buying 360's because of Square Enix titles, then they are setting themselves up for disappointment. I wonder what the game refund policy / used market is like in Japan.
the Golden Avatar's Avatar
the Golden Avatar at 11/26/2008 12:00
@klubjunkee

But yet Famitsu gave Last Remnant a 38/40. Apparently, the Japanese like SE's shit offerings.
Cowboy TTop's Avatar
Cowboy TTop at 11/26/2008 12:14
Be a gamer for many years now, I find this MS infiltration into japan really interesting. I remember back before I had a 360, I could see the mistakes MS made with Xbox in japan, but MS have been patient and learned from their mistakes and others mistakes.

Sure, the japanese can be very loyal to their brands, but in an age were good product also come from the U.S or Korea (a lot of tvs), I think they will overcome their fears and try other stuff.

MS have just got a bit luckier too. Because of the global financial situation, a lot of countries are going into a recession, something japan only just recovered from and are now back in again. Therefore gamers in japan will be looking for cheaper game experiences. 360 has had a few price drops there while going up against PS3, and with the lure of foreign games, local japanese games and great online play and community, a 360 looks ever more attractive.
ArrestedDeveloper's Avatar
ArrestedDeveloper at 11/26/2008 12:33
I can't tell if that is a picture of a woman or Hideo Kojima.
nefas's Avatar
nefas at 11/26/2008 15:26
I may be a little jaded when I say this, but I honestly think this success has fallen into MS' lap. Sure, they have put in a lot of work but I think one thing has changed in Japen that has opened the doors finally to MS: Japan's diminishing status as a gaming mecca.

Most of what you read coming out of Konami, Capcom and Squeenix is the urgent need to increase their Western market share. MS is the market leader in the US and pretty much tied with Sony in Europe (HD Systems at least).

So, to me it ends up being a win win situation. Japanese developers get the tools and assistance they need from MS and MS gets penetration and respect in the Japanese world. Afterall, MS is willing to buy marketshare and they finally have an audience willing to listen.
parrothead's Avatar
parrothead at 11/27/2008 16:07
Boo, keep shunning the 360!
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