
I thought I could apply for the title of Angriest Xbox Hater, but apparently I am not quite there yet.
While my tiny little pockets of rage are confined to my apartment, conversations, and a few blogs, Kotaku found a much more formidable contender for the AXH title.
Apparently, it is the nation of Japan.
Kotaku has now had three articles on why the Japanese are slow to embrace Microsoft.
Article One - Japan Hates Xbox
In an E307 interview with Famitsu, former Xbox honcho Peter Moore said, “Why doesn’t the Xbox 360 sell in Japan? I want to ask you.” Well! Japanese internet forum 2channel weighed in with its opinion.
Keep in mind: 2chan posters should NOT be taken as a representation of all of Japan. There are something like 120 million people in Japan. They come in all shapes and sizes and do not, I repeat, do not all have the same opinion. What’s more, some of the 2chan commenters are down right stupid. If only I could ban a big chunk of them! Still, their opinion is interesting and should shed some light on something — at least what some people over at 2chan think of the Xbox 360.
While 2chan is a small segment of the overall population, I found a lot of the comments to be pretty true (obviously disregarding the more xenophobic ones).
[Side note - isn't it a little ironic to have a Kotaku writer talking about moronic commenters? Their boards aren't exactly the epitome of intelligent conversation. Then again, most gaming boards aren't...]
The comments - as translated by Kotaku - are:
“MS doesn’t have any ’sense.’”
“The Xbox 360 is expensive, big and noisy.”
“Japan already has Nintendo and Sony. Don’t need to buy the Xbox.”
“The core audience is for foreigners in their thirties. In Japan, there are many female and children gamers. That’s the reason.”
“If there’s an RPG that equals FF or DQ it should do well, right?”
“HD (lol)
do! do! do! (lol“I don’t even know what games it has. Weren’t the TV commercials unsatisfying?”
“Foreigners are satisfied only with killing. Japanese are not that stupid.”
“Japan is ‘moe’ and erotic games.”
“Microsoft doesn’t any original games for Japanese. Nintendo has Mario, etc. Sony has Hot Shots Golf. Microsoft????”
“Instead of saying the Xbox is bad, it’s important to note that Sony and Nintendo are too established. There isn’t much room for them to enter.”
“It’s because the advertising strategy of Microsoft Japan is dumb.”
“Even though I want to buy an Xbox 360 more than the PS3, I am going to hold off until the console breakdowns decrease.”
“Put out more demos.”
“For me, it ended at do! do! do!” (do! do! do! was Microsoft’s Japan TV campaign with pop group Tokio.)
“Overseas Ad
http://www.youtube.com/watch?v=PwoBxjchWUM
Japanese Ad
http://www.youtube.com/watch?v=2GKEsPzYFWA
That’s not very good.”“Because it sounds as loud as a microwave oven?”
“Its image is Western games and boob volleyball. With that, how are you supposed to buy it?”
“Since the console is not region free, it’s hard to think of the Xbox 360’s true enjoyment. If your English is okay, it’s actually pretty interesting.”
“It stinks like the Sega Saturn stinks.”
“I got it! Sell it packaged with Vista!!”
I thought that was the end of it, but a few days later I spotted:
Article Two - Japan Still Hates XBox
This post focused more on Microsoft’s attempts to woo a mostly unresponsive Japanese market, along with a photograph of a full shelf of X-box 360s surrounded by promotional material. A bored clerk looks out into the distance, probably wishing he was selling Wiis or PS3s.
Kotaku writes:
Microsoft is a glutton for Japanese punishment. Think the company is going to give up? Not in this life, brother! Shane Kim, Microsoft corporate vice prez., says they will continue push on in Japan, a region that has been less than ethusiastic about the Xbox 360. According to Kim:
I still am a believer in our ability to do well in Japan. We’re not going to win in Japan. We know that. That was never our goal, this generation, to win in Japan. We can win this generation without winning Japan. But we can do well in Japan. Now that’s going to take a long time.
My eyebrows raised at that one. It is so typically Microsoft: throw money at a problem until it goes away. And apparently, I am not the only one who thinks so. Brian Ashcraft comments:
And if Microsoft doesn’t do well in Japan in the next generation, there’s always the next next generation and the next next next generation. Sit tight, they’ll browbeat Japan sooner or later. It’s just a matter of time and money. Microsoft’s got loads of both.
Finally, Japan takes the fight to scientific new heights in the lastest installment:
Article Three - Japan is just not that into you. Move on, MS.
Kotaku writes:
Face it: the Xbox 360 isn’t quite up to snuff. The design is flawed, leading to an abnormal number of machines konking out. Since Microsoft won’t reveal the details of what exactly is causing the problems, Japanese news source Nikkei had a thermal design expert analyze the 360’s heat radiation system. Two Xbox 360’s were used for the investigation: one purchased in 2005, and the other that was repaired in May 2007. Their findings?
• The temperature gap with room temp was 22 degrees C. “When designing consumer products, it is common to seek a temperature gap of around 10 degrees C between exhaust and room temperatures,” the thermal design expert said. “The 22 degrees C is quite a large gap…”
• The cooling fan was half of desktop PCs — apparently to reduce noise.
• The expert pointed out, “The heat sink on the graphics LSI is so small, I wonder if it can really cool down the board.” The reason for this? Apparently, Microsoft had to downsized graphics LSI heat sink so that the DVD drive could be placed above it.
• In five minutes after booting up a game, the graphic LSI heat sink temp rose to 70 degrees C. In 15 minutes, the temperature for the microprocessor heat sink stabilized at 58 degrees, but the graphics LSI heat sink reached 80 degrees C. If the room temperature was high (like 35 degrees C), the heat sink could possibly hit 100 degrees C. What’s more, if the vents were clogged with dust, the temperature could also increase.
• The console repaired in May 2007 did not have a new heat sink placed in it.
This is bad design. Really, really bad.
Oh great and merciful gaming gods, what will it take before Microsoft understands that gaming isn’t about hardware stats or graphics, or how much money you can burn through?



