Microsoft Mulls Xbox 360 Launch in China

By NewsFactor Network | January 16, 2007

Microsoft is likely to launch its Xbox 360 gaming console in China in the next few months, capitalizing on the relationships it has built through selling PCs and software in that country.

Although Microsoft has not released specific details on the launch as of yet, the company is expected to put several sales agents in place soon, according to news reports.

The company also is reportedly in talks with the Chinese government over the console’s potential content. The country has several restrictions in place in terms of what games can include, and has been cautious about allowing game makers to sell their wares there.

China Syndrome

Microsoft first noted in 2005 that it would be selling the Xbox 360 in China, but did not specify a timeframe for the launch because the company was unsure about how long it would be in negotiations with Chinese regulators.

China’s potential ban on game content would be in keeping with similar restrictions it has made in the past, noted Jason Della Rocca, executive director for the International Game Developers Association.

The country has been very focused on controlling every part of its culture, and gaming is not immune to scrutiny, he said. Over the past few years, for example, China has banned games that portray Taiwan, Hong Kong, Macau, and Tibet as independent countries.

The popularity of games there, particularly online multiplayer games, prompted the country to establish a committee that reviews all content and blocks subscriptions if it finds material considered objectionable.

Hitting Roadblocks

Over 120 million people in China are Web users, and online games tend to be more popular because they typically are less expensive than console games. Microsoft will need to price the Xbox 360 appropriately if it wants to draw many new customers, analysts have noted.

In addition, Della Rocca noted, the content controls have…

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