Regarding the recent development of Xbox One in Asia, we conducted a brief interview with Rennie Addabbo, Marketing and Marketing Director of Microsoft's Pan-APAC Retail Marketing Division during E3 2015 to share his thoughts on Xbox One's current development layout in the Asian market.
Rennie Addabbo, Director of Marketing and Sales for Microsoft's Pan-Asia Pacific Retail Marketing Division, stated that many of the titles unveiled during E3 2015 will be released before the end of the year, including major Microsoft titles such as Halo 5: Guardians. Pre-show announcements also included the ability to stream Xbox One games to Windows 10 PCs, further integrating Xbox One with online communities for greater efficiency, fostering a collaborative gaming experience for players.
Regarding the reopened video game console market, which was first entered into in China last year, Rennie Addabbo stated that approximately 50% of the current global gaming output value of $900 billion comes from China. Therefore, Microsoft does attach great importance to the development of this part of the market, but this does not mean that the development focus in other regions will be unbalanced. For example, in Taiwan, the company will continue to promote a number of localized works and cooperate with local independent developers. At the same time, more local service content information will be revealed in the near future, so that the Xbox One will not be seen as just a video game console.
However, the continued implementation of the localization strategy for game titles is primarily driven by market demand and sales strategies; not every Xbox One title will be localized. However, judging by the proportion of Microsoft's current investment in localized game content, the localization market presents a significant sales opportunity for Microsoft, leading to a greater emphasis on localized content production and the integration of local content.
As for the relatively weak competition in the Japanese market in recent years, Rennie Addabbo further pointed out that the previously announced Xbox 360 game compatibility strategy will further respond to the needs of the majority of Xbox 360 console players in the Japanese market, thereby attracting these players to migrate to the Xbox One platform, thereby obtaining a better gaming experience and continuing to play their personal Xbox 360 games.
Furthermore, as the Japanese market is also a key market for Microsoft Windows, it is expected that the Windows 10 release, combined with the Xbox One game streaming feature, will further attract more players to the Xbox One gaming experience. As Taiwan is a major market for Windows OEM development, Rennie Addabbo also expects the Xbox One to achieve stronger growth in the Taiwanese market.
