Over the past year, playtime on Xbox in Japan has increased by 20%, according to company head Phil Spencer. Growth has been noted on consoles, PCs, and cloud gaming.
Spencer emphasized that a balance is maintained in the platform's development, but PCs are gradually becoming more popular among Japanese players.
Xbox plans to attract new users through the release of major games. For example, Forza Horizon 6 will be set in Japan, and Call of Duty: Black Ops 7 will feature maps with Japanese motifs. Microsoft Flight Simulator will also add Japanese content. The goal is to strengthen Xbox's position in the region, where Sony and Nintendo dominate.
Despite the growing popularity, the company has faced criticism for anti-consumer decisions, including a 50% price increase for Game Pass. Spencer continues to promote the brand and the new Xbox Rog Ally X portable console, confirming the positive dynamics of the platform in Japan.
