Xbox 360 sells 1 million in Japan

By Robert Purchese Published 31 March, 2009

But PS3 is three times as popular.

The Xbox 360 has finally broken 1 million Japanese sales after more than three years on the market.

Specifically, 1,001,910 units had been sold as of 29th March, according to Enterbrain (reported by Kotaku). Microsoft launched the console in Japan on 10th December 2005.

Sony's PS3, however, proved three times as popular, despite launching nearly a year later (11th November 2006). The PS3 has sold 3,008,395 units across Japan.

The results are a long way off early predictions by clearly crackers Xbox Japan boss Yoshihiro Maruyama, who said that Xbox 360 would reach 1 million sales by summer 2006.

Microsoft invested heavily in deals with studios like Mistwalker in an effort to kickstart a Japanese campaign, producing Xbox 360-exclusive JRPG titles Blue Dragon and Lost Odyssey.

The former became the biggest-selling Xbox 360 title at launch, although the latter - despite being nearly identical - fared better in the West.

But there has been Japanese success for Microsoft: Halo 3 topped the Japanese chart upon release, and last year's Xbox 360 price cut has considerably increased week-on-week performance.

Picture of Robert.

About Robert Purchese

Bertie is Eurogamer's Senior Staff Writer. When he's not hunting down news stories he's often found playing with his kids or gabbling about fantasy games and strange online worlds.

Read more articles from Robert by visiting the Robert Purchese archive page.

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Comments (71) Latest comment 3 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • Calgon #1 3 years ago

    Hey thats a start right? Finally passed the 1million mark, no doubt the usuals will try as hard as they can to put a hefty negative spin on this news... but it wouldn't be Eurogamer without the bitter trolls would it? :p

  • Gazza_UK #2 3 years ago

    All traitors should Hari Kari immediatly!!!

  • Pastici #3 3 years ago

    Fanboys take your corners?

  • des #4 3 years ago

    omg!
    And people said that this day would never come...

  • daz_john_smith #5 3 years ago

    How do you sell the Xbox 360 to the Japanese. What would be the optimum strategy for making a Gaijin console appeal to Japanese consumers?

  • cyber_nicco #6 3 years ago

    I'm surprised the PS3 has only outsold it 3 to 1. Somehow that seems like decent performance to me (but maybe speaks more to PS3 sales). I wish they were a little more open-minded there....

  • polaris70 #7 3 years ago

    Considering the UK is the world's second biggest games market after the US, who gives a shit about Japan or the disturbing
    games they develop? Clearly Microsoft does but they should just wash their hands and focus on Europe and US.

  • des #8 3 years ago

    "I'm surprised the PS3 has only outsold it 3 to 1."
    Surprise is an understatement...

    PS2 outsold Xbox 50 to 1...

  • richarddavies #9 3 years ago

    Yeah im a 360 owner and fan but it just seems like Microsoft just like pissing there money away. I don't know why they don't just cut there losses. However you look at it 1 million after over 3 yrs is awful.

  • #10 3 years ago

    agreed 1 million over 3 years????

    Calgon try you put a positive spin on that!

  • Calgon #11 3 years ago

    Oh I see try and turn it around haha. No not quite good enough mate. ;)

    1million in Japan for MS is better than most of the trolls wanted them to acheive and MS do need Japan, why limit yourself to just western style games? MS can have all the best Japanese devs onboard with more exclusives too eventually, how would that be a bad thing? Unless you are a Sony fanboy or something... *shrugs*

    Which is worse 1million in Japan for MS or 3 million in Japan for Sony? I think we all know the answer "yer you put a positive spin on it more like eh".

    The point is now you cant deny 360 is an improvement in Japan over its predecessor in every way.
    Edited by 3 at 31/03/09 @ 18:23

  • Calgon #12 3 years ago

    The majority of PS3s are now made in China and Wiis, check your facts. ;)

    Infact China are leaders in that sector so theres no point in pretending its a bad thing anymore, it just shows how ill informed and out of touch you are.
    Edited by 1 at 31/03/09 @ 18:06

  • Yaz #13 3 years ago

    "I don't know why they don't just cut there losses."

    You don't just turn your back on 1 million users.

  • sneetch #14 3 years ago

    @richarddavies
    Yeah im a 360 owner and fan but it just seems like Microsoft just like pissing there money away. I don't know why they don't just cut there losses.

    MS are a business that are in there for the long run, the Xbox did pretty appallingly bad in Japan, so far the 360 has sold about 4 times as much as the original Xbox. MS are no doubt thinking about the next console and will continue to fight for market share in Japan which is a very valuable market. When you're making money from each one then a million users ain't bad at all.

    But obviously not as good as three million. ;)

  • Calgon #15 3 years ago

    Evilfoxhound - Irrelevant, there wasnt any point mentioning they are made in China was there? Perhaps you should left it at the usual jibe at America or something, either way I was right in pointing out your error.
    Edited by 1 at 31/03/09 @ 18:14

  • Calgon #16 3 years ago

    As I said its a start, long way from being regarded as a success but they have made progress without a doubt.

  • Linkified #17 3 years ago

    @polaris70: We need japan to make games for the 360 so that games overall get better, if we never had re4 from capcom that would never of influenced cliffy b to greate gears of war, etc.

  • GamesConnoisseur #18 3 years ago

    Aye, PS3 only 3 times more than X360 in Japan where last gen Sony did totally destroyed xbox with Ps2 from a very very great height!

    PS3 will sell better and eventually gains a larger share, but Sony and their fans still should be disheartened their market share and dominance is not what it was.

    I have always as have others, said that more equal market share is a far better one for us consumers as encouraging all to do better.

    /Still dreaming the dream of one mass console to rule all the gamers heart!

  • Calgon #19 3 years ago

    Evil but PS3 is made in China you dunce, IBM, Nvidia = American.... you = Pathetic, ill-informed, ignorrant PS3 crusader!

    Sony are so Americanised and global now that you can barely call them Japanese anymore, they certainly dont hold the same values as the others anyway.
    Edited by 2 at 31/03/09 @ 18:28

  • Calgon #20 3 years ago

    Evil you do realise you are the one who just got "powned" or whatever it is you troll kids are saying these days and if you are going to have the nerve to mention maturity in any form best not use "face-palm"... it doesnt do you any favours, grow up!
    Edited by 1 at 31/03/09 @ 18:30

  • Sid-Nice #21 3 years ago

    Only selling 1 million Xbox 360 consoles in 3 years is a bit of a disaster; yet considering it only took Microsoft 36 months to sell 1 million consoles, I think it's a great achievement.

  • Yaz #22 3 years ago

    @evilfoxhound who wrote: "All electronics that are designed by Americans and made in China are cheap crap. FACT!"

    Yeah, afterall, just look at the iPod for example .... oh wait. ;)

  • jambii267 #23 3 years ago

    One Million is enough of an install base for Japanese developers to release their games on both PS3 and Xbox 360 and that's a good thing for us westerners who like Japanese games. It's a good strategy by Microsoft i think.

  • #24 3 years ago

    okay let me try get on on Calgon :p

    ***Which is worse 1million in Japan for MS or 3 million in Japan for Sony? I think we all know the answer "yer you put a positive spin on it more like eh". ****

    I dont know, which is worse? the fact the 360 is alot cheaper and is still being outsold by the expensive ps3 by 3:1

    I win!!!!

  • Xerx3s #25 3 years ago

    Oh ffs, some people in here have even less dignity than me. Read your posts out loud and hang your head in shame.

  • konniehuqfan #26 3 years ago

    1 million is good for a foreign console but like others have said microsoft are just throwing their money away.

    success in japan is no longer vital for a console to succeed.

  • Calgon #27 3 years ago

    @Evilps3fanboy So its closer to 3 years than it is to 4 you dunce... somebody doesnt know how rounding off works. Desperate times for PS3 fanboys. 2 years for 3million on their home turf? Even though they "offer the most value" and sold at a loss? Ouch.... ;)
    Edited by 3 at 31/03/09 @ 19:28

  • Calgon #28 3 years ago

    Looking at your posts Coin-op mate if there is a "superior race" of console owners... you're not bloody part of it! ;)

  • Goodfella #29 3 years ago

    evilfoxhound, I make that 3 years and 3 months, but anyway. Not impressive results, especially considering how cheap it is compared to the PS3.

  • ronuds #30 3 years ago

    "Anyway, back to topic. 360 sells 1 million in almost FOUR years. Try to spin it all you want, but it's VERY bad lol"

    Just as bad as your math. We're not even 1/4 of the way into 2009 and you're already declaring 4 years? Let's just say it's 2012 to make it even more convenient for you to make a truth look worse than it really is?

    Also, Microsoft's goal for this entire generation was to sell 1m consoles in Japan. They've met that goal 2 years early. What do you think Sony's goal for the PS3 was, and do you think it's being met? HAHAHAHAHAHALOLOLOLOLOLOLOLOLOL!!!!!!!!!!!!!

  • coolbritannia #31 3 years ago

    Way i'm looking at it, a M$ console selling a million in Japan over any period of times is a success for them.

    PS3 fanboys, you guys should be selling 50 to 1, not 3 to 1.

  • ronuds #32 3 years ago

    Honestly, if anyone should be ashamed at how many consoles they've sold in Japan it's Sony. From the PS2 to the PS3 their share in that market has dropped considerably. Microsoft and Ninty's shares have both skyrocketed while Sony's have plummeted.

  • Goodfella #33 3 years ago

    Comparing year 9 PS2 sales to year 3 (or 2 depending where you live) PS3 sales isn't exactly something Sony should be ashamed of now is it, Ronuds?

  • NotSoSlim #34 3 years ago

    Goodfella

    Why bother..people have a opinion of how much machines Sony should of sold without looking at the games available. How many JRPG's, wheres GT5, FF and the rest??

    Almost forgot sales of the Wii prove Japan aint taken up HD gaming yet...this year could prove different. 30k a week sales for the PS3 now and will only get bigger as the software is released

  • ronuds #35 3 years ago

    I was comparing year 3 to year 3. PS2 was probably around 10m in Japan alone by this point. Not WW, before you go looking up vgchartz, but JA-PAN A-LONE. Possibly even more.

    You guys can spin, spin, spin it all you'd like - try and tear down the 360 - blah, blah, blah and all that jazz. The truth of the matter is, the PS3 is the biggest disappointment this generation. No matter how you want to slice it. You might enjoy it, your friend might think it's the cat's pajamas, your mum might make love to it when no one's around - the fact remains that sales wise, compared to its predecessor, the PS3 is a bomb. It is the only console which hasn't yet come close to matching its previous generation's sales, and likely never will.

    And not "the bomb" it's "A" bomb. :p

  • Gazza_UK #36 3 years ago

    @ronuds: it says in the article that Microsoft wanted to sell 1 million by 2006...

    oh wait this is a joke right, d'oh for me.

  • ronuds #37 3 years ago

    I don't know where that comment came from, but here's an article which mentions their 1m overall goal:

    [link url=http://www.chinapost.com.t w/business/asia/japan/2008/10/09/177959/Microsoft-lining.htm
    ]http://ww w.chinapost.com.tw/business/asi...[/link]

    "Schappert told The Associated Press the company was getting close to its goal of selling 1 million Xbox 360 machines in Japan."

  • Yaz #38 3 years ago

    @evilfoxhound who wrote "Yaz, I've actually had two iPods break on me LOL My friends have been through even more! (The HDDs are shit)"

    Completely irrelevent. You know full well that reliability is not an issue for iPods, certainly no more than any other electronic product, and you are fully aware that the iPods are celebrated for their superb design, as are many of Apple's products. So in no way are iPods (or Apple Macs) examples of 'cheap crap'.

    But then, I guess that's to be expected from the person who thinks December 2005 is almost 4 years ago. ;)

  • ronuds #39 3 years ago

    "But then, I guess that's to be expected from the person who thinks December 2005 is almost 4 years ago. ;)"

    :D

  • Gazza_UK #40 3 years ago

    @ronuds: another example of company lies again :D getting sick of pointless blabber from exects.

  • shotgun44 #41 3 years ago

    I heart my ipod

  • Goodfella #42 3 years ago

    I was comparing year 3 to year 3. PS2 was probably around 10m in Japan alone by this point.

    Except, you don't have any concrete figures, hence the 'probably' part of your sentence.

  • ronuds #43 3 years ago

    "Except, you don't have any concrete figures, hence the 'probably' part of your sentence."

    I don't pull this stuff from my arse like vgchartz! They're very easy #'s to find, directly on Sony's site. I guess I'll get them for you if you're too lazy.

    But they show as of May 2002 that the PS2 had 9.9m consoles sold in Japan. If you want to round off the evilfoxhound way, that's 27 million. :p

    You'll learn - I'm not one to make stuff up.

  • Yaz #44 3 years ago

    Psssst!

    2 years and 4 months after the release of the PS2 in Japan:

    _Sony ships 10 million PS2s in Japan_

    [link url=http://news.cnet.com/Sony-ships- 10-million-PS2s-in-Japan/2110-1040_3-946725.html
    ]http://ne ws.cnet.com/Sony-ships-10-milli...[/link]

  • ronuds #45 3 years ago

    Here you go:
    PS2 launches 3/2000
    Sales IN JAPAN ONLY as of 3/31/2002 = 9.65

    Thank you, have a nice day.

    http://ww w.scei.co.jp/corporate/data/biz...

  • Goodfella #46 3 years ago

    Thankyou, ronuds, that's all I wanted.

    Anyway, this is all meaningless. In this console war that you seem to be part of, isn't it best we tally up the results in say, 7 years time from now?

  • ronuds #47 3 years ago

    Of course it all comes down to totals, but what are we supposed to do between now and then?

    Besides, I don't expect much to change. PS3 may overtake the 360 at some point, but that's really the only thing I expect to change.

  • NotSoSlim #48 3 years ago

    Well it seem MS have gone after market share and Sony profit this generation. I think eventually both will succeed with there goals...

  • ronuds #49 3 years ago

    That's what Sony said, but they're the only of the 3 losing money. Sometimes I don't understand them.

    They did make a small profit in their last quarter, but they were in the negative every quarter prior. MS is down overall, but they made a profit for the entirety of last year. If I MUST provide evidence, I can easily do so.

    These are their gaming divisions I'm talking about, of course.

  • Goodfella #50 3 years ago

    One thing to consider though is that Sony don't lose a penny on piracy as far as the PS3 is concerned.

  • Tonka #51 3 years ago

    What was it Obama said?

  • ronuds #52 3 years ago

    Yeah, you don't hear much about hacked PS3's - not like 360's, anyway. I knew people who had their 360's hacked a few months after the thing launched.

    Neither of them match the original XBOX or PSP, though. And who knows what'll happen with the Wii now that SD cards are allowed.

  • Goodfella #53 3 years ago

    Another angle is that a lot of people don't buy a PS3 because you can't play downloaded games on it.

  • ronuds #54 3 years ago

    The PS2 didn't have as popular competition as the Wii, but it actually had more overall competition than the PS3 - if you include the Dreamcast.

    One could make the argument that those other consoles weren't as popular BE-CAUSE of the PS2.

    And don't try to defend for the 4 year comment, please! It's not going to earn the person who made it much respect. :p
    Edited by 1 at 31/03/09 @ 22:11

  • menschenfracht #55 3 years ago

    I can't understand how they still sell old shit like Xbox 360 these days... The Microsoft I loved used to change consoles every four years! The Lean Mean Dollar Suckin' Machine!
    I think Xbox 720 will be a Windows 7 Intel PC with keyboard, mouse and Xbox Gold linked to a WoW account. And all XBLA games will be sold through a WoW shop.

    Also, they must use a new kind of gamepad - one that is heavier and supplied with Quick message buttons.
    PS3LOL!!!11 and Wii is for kidz!!!11 should do.
    All glory to the hypno.... er, Microsoft.
    Edited by 1 at 31/03/09 @ 22:18

  • coolbritannia #56 3 years ago

    Now now Goodfella, you've never been that great with facts yourself have you.

    Which of the 3 current gen home consoles is not outselling it's predecessor?

    For an article discussing how the 360 in Japan has completely annihilated the original xbox sales, and fulfilled M$'s targets some 2 to 3 years early, sure is a lot of crowing from the Sony crowd.

    PS3 is underperforming, and by a long way. Spin that all you like, that's a fact.

  • mkreku #57 3 years ago

    I love how people are like "The PS3 has not sold as well as the PS2, it's a fiasco!!".. Except that no console has ever sold as well as the PS2. So when Sony isn't breaking the world record EVERY TIME, they're a fiasco. Imagine that.

    No use watching the Olympics anymore then since they don't break a world record in every race. Stupid athletes!

  • man.the.king #58 3 years ago

    That is nice and indeed a step up from the first console by MS. Good going.

    "Sony's PS3, however, proved three times as popular, despite launching nearly a year later (11th November 2006). The PS3 has sold 3,008,395 units across Japan."
    Sony has been a mainstay in Japan and so it shouldn't come as a surprise that it's comparatively more popular there. But what is commendable is the success of MS in getting to this level. MS may be a modest success in Japan compared to it's rival, but nonetheless it is a success.

    Hopefully next gen, MS will get their reliability issues sorted out and Sony will get their development complexity issues sorted out.

  • drumbaby #59 3 years ago

    Msoft had a whole year more to sell under a third of the number of PS3s...erm...kudos?

  • Calgon #60 3 years ago

    Another angle is that a lot of people don't buy a PS3 because you can't play downloaded games on it.

    We know thats garbage though because 360 has the best attach rate.

  • smelly #61 3 years ago

    oh gawd! Dont you guys have anything be...

    ah forget it.

  • MORZTAN #62 3 years ago

    April 1st, anyone??

  • coolbritannia #63 3 years ago

    'I love how people are like "The PS3 has not sold as well as the PS2, it's a fiasco!!".. Except that no console has ever sold as well as the PS2. So when Sony isn't breaking the world record EVERY TIME, they're a fiasco. Imagine that. '

    You laugh but that's the point. Sony went from a position of near total monopoly in the industry and can now only claim 3rd place.

  • Goodfella #64 3 years ago

    Well, that was always their marketing strategy ;)

  • space_ace #65 3 years ago

    so it's like you know... big in japan? :)

  • menschenfracht #66 3 years ago

    @Ashen-Shugar
    correct me if I'm wrong, Japanese hate Americans? don't deal with them? don't sign contracts? don't release Japanese cars on the American market?

    oh, and do you imagine the number of English words in the Japanese language?

  • coolbritannia #67 3 years ago

    menschenfracht, the Japanese are notorious for buying Japanese.

  • menschenfracht #68 3 years ago

    @coolbritannia

    Yep, I know .) But I just don't think it has something to do with Enola Gay. They just hate everyone out of Japan, much similar to the UK nationalists. But they hate everyone equally .)

  • Vic #69 3 years ago

    360 has turned into a joke over there. They are practically giving the thing away, and sales are still minimal.

  • EvilBob_leeds #70 3 years ago

    We know thats garbage though because 360 has the best attach rate.

    Except that's already been debunked. Worldwide the X360 has a better attach rate from 05 - Now vs the PS3s from November 06 (or March 2007 in Europe) to now. Take the year odd lead away from the X360 and, amazingly, the attach rate drops to way below that of the PS3. Worldwide or Europe. And, so far in 2009, more PS3 games have been sold per console than X360s.

    Hence the statement "360 has the best attach rate" is utter bollocks. Or should be modified to read "360 has the best attach rate if you disregard the years head start. Otherwise it's worse."


    If you want to justify this with the ease / availabilty of Pirate stuff on the 360 or something else, feel free. I'm not saying that it's due to poor quality exclusives or anything else, the 360 has a very decent library of games. But enough with this attach rate bullshit.

  • Yaz #71 3 years ago

    EvilBob_leeds who wrote: "Take the year odd lead away from the X360 and, amazingly, the attach rate drops to way below that of the PS3. Worldwide or Europe. And, so far in 2009, more PS3 games have been sold per console than X360s".

    Er, care to back those statements up with some evidence? Some links perhaps? Also isn't that a rather distorted comparison, since the first year includes launch machines, where the attach rate is typically higher. Why should this be removed from the 360's figures? Perhaps a better comparison would be the 360's attach rate 2 years and 4-5 months after it's launch, compared to the PS3's current attach rate.

    But even then, such carefully selected comparisons are really more a case of people manipulating the figures until they see the results they want to see, imo. ;)

    I'm not challenging you here, I'm just interested to see your claims being backed up with official figures/statements (otherwise it's nothing but internet fiction).
    Edited by 3 at 02/04/09 @ 17:42