Microsoft Looks to Eastern Europe for Xbox 360 Push

Forget about Japan, Microsoft is unlikely to get a large chunk of the next-generation console market with Sony and Nintendo around. So, in a move to get that swing factor for overall global market share, Microsoft is focusing on the mildly tapped region of Eastern Europe, the Middle East and South Africa. There have been no direct retail sales of the Xbox 360 in the said regions, but that will change in the next few months, before Sony’s PS3 arrives later this year.

Xbox 360 is expected to get that big push in Hungary, the Czech Republic, Poland and Russia by getting local specialist games retailers to carry the Xbox 360 console, as well as partnering with multinational groups such as Germany’s Media Markt and DSG International, the electronics retailer whose brands include Dixons and PC World.

Microsoft will also be setting up local helplines and a local Xbox Live internet service to make it possible for gamers to interact with other gamers online in their own language. The move is part of the strategy to increase the appeal of the next-gen console to European consumers. Recent hiring of European and Japanese designers ensures there will be mre European-created games for the Xbox 360. And with the recent purchase of UK-based Lionhead Studios, Microsoft is tightening its grip all over Europe. Microsoft is out to develope content tailored to European gamers, even going so far as to create content on a country-by-country level, a move that just might work.

Microsoft succeeding in its Eastern Europe invasion remains to be seen, but if it fails, Microsoft can kiss global market share goodbye.
Forget about Japan, Microsoft is unlikely to get a large chunk of the next-generation console market with Sony and Nintendo around. So, in a move to get that swing factor for overall global market share, Microsoft is focusing on the mildly tapped region of Eastern Europe, the Middle East and South Africa. There have been no direct retail sales of the Xbox 360 in the said regions, but that will change in the next few months, before Sony’s PS3 arrives later this year.

Xbox 360 is expected to get that big push in Hungary, the Czech Republic, Poland and Russia by getting local specialist games retailers to carry the Xbox 360 console, as well as partnering with multinational groups such as Germany’s Media Markt and DSG International, the electronics retailer whose brands include Dixons and PC World.

Microsoft will also be setting up local helplines and a local Xbox Live internet service to make it possible for gamers to interact with other gamers online in their own language. The move is part of the strategy to increase the appeal of the next-gen console to European consumers. Recent hiring of European and Japanese designers ensures there will be mre European-created games for the Xbox 360. And with the recent purchase of UK-based Lionhead Studios, Microsoft is tightening its grip all over Europe. Microsoft is out to develope content tailored to European gamers, even going so far as to create content on a country-by-country level, a move that just might work.

Microsoft succeeding in its Eastern Europe invasion remains to be seen, but if it fails, Microsoft can kiss global market share goodbye.

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