Discussing Xbox within the Japanese gaming ecosystem often comes with sad news, especially when we talk about the era of the Xbox One a few years ago. With only dozens of units sold each week, it was even marketed and offered as a video playback machine rather than a gaming console. Fortunately, a more optimistic wave emerged with the Xbox Series era, especially for the Xbox Series S product, which became a choice for many Japanese gamers due to its availability during the pandemic. Clearly, Microsoft had to work hard to penetrate this market. Something they are further solidifying through their latest recruit.
Microsoft has just hired a former Sony executive to strengthen the Xbox brand in Japan. Mena Sato Kato, previously the VP of Mobile Business at Sony Interactive Entertainment, now holds the position of Director of Partnerships for Xbox Japan. Her task? Indeed, she is responsible for leading and nurturing relationships with Japanese game publishers on behalf of Xbox, while also supporting these publishers on a global scale. Kato is even prepared to be busy at the upcoming TGS 2023 event.
This is undoubtedly a fantastic recruitment for Xbox, which recently secured the commitment of support from Square Enix, further reinforced by the confirmation of the release of Final Fantasy XIV there. Will Kato’s presence influence the sentiment towards Xbox in the land of Sakura? We shall wait and see.”
sc: wc
