{"id":24426,"date":"2023-12-14T15:54:11","date_gmt":"2023-12-14T06:54:11","guid":{"rendered":"https:\/\/automaton-media.com\/en\/?p=24426"},"modified":"2023-12-14T15:54:12","modified_gmt":"2023-12-14T06:54:12","slug":"20231214-24426","status":"publish","type":"post","link":"https:\/\/automaton-media.com\/en\/news\/20231214-24426\/","title":{"rendered":"Ex-Sony executive says Japanese game companies need to partner with Xbox to grow\u00a0"},"content":{"rendered":"\n

Former PlayStation executive and current Xbox partnership director Mena Kato stated that Japanese game publishers need to partner with Microsoft if they want to grow, as depending solely on Sony\u2019s PlayStation will limit them.\u00a0<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Mena Kato is an industry expert who joined Microsoft in July 2023 to lead Japanese global partnerships operations at Xbox. She had previously worked as an executive at Sony Interactive Entertainment for 8 years.  <\/p>\n\n\n\n

With Microsoft being overwhelmed in the Japanese console market by fierce competition from Nintendo and Sony, Kato is tasked with strengthening Microsoft\u2019s relationships with Japanese publishers and improving Xbox\u2019s presence in Japan.  <\/p>\n\n\n\n

According to Bloomberg Japan,<\/a> Kato described Xbox\u2019s current position in Japan as challenging, but also added, \u201cIf Japanese publishers want to further expand their businesses, it\u2019s going to be difficult if they don\u2019t create partnerships with us (Microsoft). They\u2019re going to reach the limit of their growth if they depend only on Sony Corporation\u2019s PlayStation.\u201d <\/p>\n\n\n\n

The report also mentions that Kato is taking part in daily dialogues with Japanese publishers so that she can convey Japanese industry opinions to Microsoft\u2019s headquarters. She believes that failing to include Japan\u2019s creative and innovative game publishers will hinder Xbox\u2019s global success. <\/p>\n\n\n\n

For a long time following the release of the original Xbox, Microsoft\u2019s expansion policy did not sufficiently prioritize the Japanese market. This led to Nintendo\u2019s and Sony\u2019s consoles dominating the Xbox both commercially and in brand power. Recently, Microsoft seems to be taking steps towards strengthening Xbox\u2019s standing among Japanese game publishers. As Xbox has a stronger foothold in the home console market in the West, the inclusion of more Japanese creators could also lead to more Japanese titles reaching overseas markets.  <\/p>\n","protected":false},"excerpt":{"rendered":"

Former PlayStation and current Xbox partnership director Kato Mena considers partnering with Xbox to be a condition for the growth of Japanese game publishers.<\/p>\n","protected":false},"author":55,"featured_media":24429,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[3],"tags":[17],"class_list":["post-24426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-japan-related-news"],"blocksy_meta":[],"yoast_head":"\nEx-Sony executive says Japanese game companies need to partner with Xbox to grow\u00a0 - AUTOMATON WEST<\/title>\n<meta name=\"description\" content=\"Former PlayStation and current Xbox partnership director Kato Mena considers partnering with Xbox to be a condition for the growth of Japanese game publishers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/automaton-media.com\/en\/news\/20231214-24426\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ex-Sony executive says Japanese game companies need to partner with Xbox to grow\u00a0 - 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