alright, it is well past time for someone to explain to all of the people elsewhere why the shelves in japanese department stores have been stocked with 360s since launch day. brace yourselves for the complicated truth... but first a testimonial.
i bought my 360 from the rather small electronics department of my local apita (basically like a mall, but its one store...kind of.) they had plenty to go around, for cheaper than anywhere else in the world, at a time when american consumers were paying 800 dollars and more for systems on ebay. it saddened me to know that all of my gaming brethern across the pacific where being left out in the cold and, in truth, i was angry at both microsoft and japanese consumers for what i perceived as mistakes made by both. now for the truth.
the failure to this point of the 360 in japan is a burden carried by microsoft, japanese consumers, and japanese retailers. they all messed up in some way. microsoft's failings included the library of launch games they offered, the advertising jargon they used, and the general direction they have taken with regard to how gaming is evolving.
first, the launch titles here (from the perspective of a japanese gamer) sucked. there is a reason ridge racer 6 (which is a decidely inferior game when compared to the other 360 racing titles) was the highest seller. the game is crap but it was still the best offering for japanese gamers for reasons that will be explained later. the titles that sold well in the states and established the 360 as next gen were not available here. the most next gen offering available was PDZ, and japanese gamers are notoriously uninterested in fps games. it wasnt until weeks after the launch that doa 4 showed up and offered a good reason to buy the console. so basically you had the gamers who actually bought the console playing unimpressive games like rr6 and fifa rtwc, something which im sure convinced alot of gamers who hadnt purchased it that the console was all hype. for this reason, i think microsoft may have been better off waiting for doa 4 to release. also, they had no rpg's which is a huge failure when trying to do well in this country.
next, they advertised the 360 as ushering in the hd era. this is unfamiliar territory/terminology for most japanese people. while they certainly have their share of big beautiful tvs (here refferred to as hi-vision), they dont have television service providers capable of hd programming and aren't nearly as familiar with the whole concept as americans. (they also seem to not really understand surround sound as well).
last, xbox live is huge for the 360. in my mind it is one of the main selling points. playing online is fantastic, as is live arcade and marketplace. but online gaming is different in japan and is limited mainly to text based computer mmorpgs. they dont talk shit in this country, and they dont want to deal with obnoxious gamers who do. add to this the language barrier and you have one formidably unappealing package. also, they have little to no interest in online fps's (something which get my panties all in a bunch). i won't say they are not twitch based gamers because they love their fighting games (though from my experience dont seem very good at them for all the time they spend playing them), but they certainly seem to prefer less reflexive gameplay. this may be why all japanese rpgs are turn-based or why mah-jong, pachinko, and quiz games are such big business. considering this, it isnt hard to see why the 360 (which relies so heavily on online connectivity and competition) isn't all that appealing.
but its not all microsofts fault. a huge part of it is that japanese gamers would resist the 360 even if it offered everything they could possibly want. its simply a brand thing. they identify with sony and nintendo because these brands are home grown. average people here can tell you about the lives of sony and nintendo execs, about where they were born and how their companies rose to fame and fortune. these people and the companies they represent are pseudo-heroes here, so of course they aren't going to like the idea of a foreign company (especially one like microsoft) trying to muscle in on the territory of their idols.
also, they just dont have much interest in foreign games here. they are quite content with what their country offers them. and while there are plenty of innovative and fresh ideas coming out of this country, there are also about 16 mech games being put out by bandai every year. basically, japanese gamers get alot of games we dont, but they are also limited in ways american gamers arent. so, while they get alot of kooky or rehash games that will never be seen stateside, they have also missed out on a few very big genres that gamers elsewhere enjoy regularly. its not that they dislike these types of games (i have had japanese gamers play halo 2 with me and love it), its just that they are kind of isolated from the rest of the gaming universe. this isolation is the result of their own brand loyalty and of simple availability issues, and because of it they are limited in the genres they can choose from. hence the reason they are known for loving their rpgs so much, there just aren't that many other genres really available so they tend to be fanatically devoted to the ones that are. of course the issue is alot more complex than this, but for the purposes of this expose suffice it to say that for pretty dumb reasons, japanese gamers aren't into alot of the 360s mainstay genres.
finally, gaming is just perceived differently here. its more a part of the normal, everyday world (they sell games at convenience stores and girls play games on a much more regular basis than elsewhere). but, while it is more recognized and accepted by the general populace, the hardcore fan base seems somewhat lacking. average people are likely to have a playstation 2 and a few games and younger kids almost always have ds's, but i have yet to see anyone with a serious collection or a sweet setup used primarily for gaming. because of this, it is easy to see why the number of people willing to shell out for a 360 (which has a very hardcore gaming image thanks to the original xbox) is severely limited. there just isnt the customer base for it here.
and the last of the contributors to the 360's failure are the retailers. the demo 360 and the beautiful hd toshiba screen it came with were on display in the electronics department where i bought my console for about 2 weeks before the 360s went on sale. the day they started selling the console, the demo was gone and replaced by a second ps2 (both of which were playing mech games). this seemed a bit strange to me. i would have normally assumed that having a 360 available for the customers to try out, especially when new games catering to the japanese audience, like doa 4 and n3, came out would help persuade people to buy one. how can retailers expect to sell consoles if the only thing people have to go on is what the box looks like and all of the negative connotations they associate with microsoft? well, i would like to contend that they never really intended to try their best to sell their consoles. and while this makes no sense from a business perspective, it makes near complete sense from a japanese perspective. i am inclined to think most retailers would have been happier not getting 360s at all so they wouldn't have to waste shelf space on them. their attitude seemed to be that the console was stillborn, a failure from conception even, and that no matter what they tried, it would never sell in japan... so why should they even try?
so, with these three contributors in mind it is easy to see why there are so many 360s languishing on store shelves, going to waste when they could be fulfilling the gaming dreams and facillitating the happiness of multitudes of people. it really is a sad thing to see, and i try not to go into electronics departments anymore. also, i don't really see microsoft being able to turn this failure around. it's already too late in the game for them to make the right impression. it might have made a difference around launch time, but everyday the launches of the ps3 and the revolution grow closer giving brand loyal, non-hardcore japanese consumers less and less of a reason to shell out for a 360. sorry microsoft, i guess it just wasn't meant to be.