Xbox One's Japan launch is a flop
What if you threw a console launch party and no one came?
That disturbing scenario pretty much played out in Japan on Thursday, as the launch of Microsoft’s Xbox One was met by an overwhelming lack of interest by gamers throughout the country.
It wasn't for lack of trying on the part of retailers. Some stores put together queue lines for the anticipated crowds, complete with signs telling them where to line up for the midnight sales, only to have no one show up when the systems went on sale.
"Honestly speaking, we haven't sold a single Xbox yet today. The Xbox has never been a big-seller, but we would expect a few customers on the release day," one shop clerk told The Hollywood Reporter.
Some reports claim that the number of journalists on hand to cover the launch outnumbered the people hoping to buy one.
Sony's PlayStation 4, meanwhile, received a much different reaction when it went on sale in February, with fans lining up to quickly grab one.
Xbox has never been an especially big brand in Japan. Fewer than 2 million Xbox 360 units have been sold there, accounting for roughly 3% of the system's overall worldwide sales. Microsoft has struggled to establish a foothold in the country, in part because the Xbox One targets Western audiences with an emphasis on action-heavy games. Still, the company continues the efforts, given the country's rich gaming audience.
That said, Microsoft didn't exactly rush into the market. The Xbox One hits Japan nine months after it was released in the U.S, U.K. and other countries.
Microsoft didn't spend much on marketing the Xbox One in Japan, either. Kotaku's Japan correspondent notes he hasn't seen a single commercial for the system. But Microsoft officials say they expect sales to climb steadily as the holiday season gets underway and a slate of new games begins to hit stores.
"We have high expectations as this (machine) is loaded with graphics that will surely satisfy game players," a spokesperson told AFP.
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