In a significant move announced by Phil Spencer, head of Xbox, Microsoft has appointed Mena Sato Kato as its Director for Partnerships in Japan, signaling a robust ambition to deepen its ties with Japanese game developers and publishers.
Kato, whose career at Sony spanned from 1999 to 2021, will lead Microsoft’s efforts to establish stronger relationships in the Japanese gaming landscape. It’s a signal loud and clear that Microsoft is refusing to sit on the sidelines anymore when it comes to courting Japanese game creators.
Kato, who most recently held the position of Vice President of Business Development and Mobile Business over at Sony Interactive Entertainment, will now spearhead partnership efforts supporting Japanese publishers and developers at a global scale. The industry veteran took to LinkedIn to share the news, saying she is now looking forward to “unlocking new experiences in the game industry.” She even alluded to her presence at this year’s Tokyo Game Show, slated to be the biggest ever according to the Computer Entertainment Supplier’s Association (CESA), which just adds another layer of anticipation to the event scheduled from September 21 to 24.
This isn’t just a headline-grabbing hire; it’s part of a larger strategy that’s been building momentum. Microsoft’s Xbox Series X/S launched day-and-date in Japan, marking a stark contrast to the company’s historical approach in the region. Phil Spencer has been increasingly vocal about the brand’s commitment to Japanese gamers and creators. Last year, he even met with Hideo Kojima of Kojima Productions and conducted extensive discussions on bringing unique titles to Xbox. The essence of these efforts? Establishing a trust factor that leads to a broader portfolio of Japanese games on the Xbox platform. And what could exemplify this trust more than Square Enix finally breaking a decade-long PlayStation exclusivity to release Final Fantasy 14 on Xbox consoles in 2024?
While Microsoft’s footing in Japan has often been described as shaky – let’s face it, PlayStation and Switch sections all over Japanese stores dwarf the Xbox’s presence – these are not mere token efforts. This could also be an initial step in Microsoft’s broader mobile gaming strategy in Japan, where mobile games are often more popular than console titles. Given Kato’s experience in mobile business, could this mean Xbox is readying its xCloud smartphone service to make a serious run in Japan? It’s certainly plausible, given the growing traction of cloud gaming services and the market’s penchant for mobile experiences.
Fans of Xbox have long been clamoring for more JRPGs and titles from Japanese studios. The PlayStation brand’s long-standing relationship with Square Enix and other Japanese companies like Capcom and Konami, among others, has left Xbox users green with envy, especially when titles like the Final Fantasy 7 remaster remain tantalizingly out of reach. The appearance of Phil Spencer on Square Enix’s stage recently to announce more titles coming to Xbox has been received as a promising sign. And with Kato’s appointment, Microsoft isn’t just responding; it’s making a clear and purposeful statement that they’re committed to giving their audience what it wants.
The road ahead is certainly challenging. With Kato’s appointment, Microsoft seems to have acknowledged that building relationships in Japan is essential for the brand’s future.
Every action counts in a market that has traditionally been tough for Xbox. From securing more JRPGs to possibly pushing xCloud smartphone games, Microsoft’s strategies in Japan appear to be multifaceted and aimed at long-term gains. It will be fascinating to see how these efforts unfold, especially with the Tokyo Game Show on the horizon, which promises to be a pivotal stage for Microsoft’s ambitions in Japan. One thing is for sure: the narrative of Xbox’s tepid relationship with Japan is beginning to shift, and it’s shifting in a way that might just redefine the console wars as we know them.
If PlayStation isn’t careful, it will have to cede its place atop the JRPG genre and the Japanese market over to the Xbox, much like how it stands to lose Call of Duty after the current deal runs its course.
