Microsoft's Mena Sato Kato, following victories in Japan, ascends to the position of head of Xbox in Asia, with a vast array of tasks yet to be accomplished
In the ever-evolving world of gaming, Microsoft 365 is making significant strides in Asia, a region that is increasingly important for the tech giant. The company's expansion comes at a crucial moment, as tariffs and other factors make it harder for Microsoft to win over new players in its traditional markets.
One of the key moves in this expansion is the appointment of Mena Sato Kato, a former PlayStation exec, to lead the rebuilding of Xbox's footprint in Japan in 2023. Kato's success has been heavily recognized by Microsoft, culminating in her promotion to Managing Director of Xbox not just in Japan, but all of Asia.
Kato's tenure has seen improvements in collaboration with Japanese publishers. Square Enix, for instance, has pledged to bring Final Fantasy 7 Remake, Rebirth, and the third instalment on Xbox day one. The company has also shown commitment to Xbox Cloud Gaming and Xbox's buy-once licensing model, Xbox Play Anywhere.
However, not all Japanese publishers have followed suit. Some, like Nihon Falcom and Konami, remain reluctant to work more heavily with Xbox. Capcom, too, has been slow to bring some of its legacy ports to Xbox, including Monster Hunter Stories 1 and 2. Capcom has also not fully supported Xbox Play Anywhere for some of its recent releases, such as Resident Evil Requiem.
Despite these challenges, Microsoft has found success in Japan with games like Wuchang Fallen Feathers and Black Myth Wukong, both from new Chinese teams, which found an instant audience via Xbox Game Pass. Lies of P, a game from Neowiz, also found success in this manner.
Looking ahead, Forza Horizon 6 is expected to be revealed at the Tokyo Game Show later this month, potentially with a Japanese setting. Another anticipated reveal is Ninja Gaiden 4, made by Japan's Team Ninja under Koei Tecmo.
In emerging gaming regions like India, Microsoft is also focusing on PC and cloud gaming. Steam is poised to become a China-first platform in demography, and Xbox PC has solidified its place as the second-place PC gaming storefront thanks to PC Game Pass.
Microsoft's efforts in Asia are aimed at strengthening ties with Japanese publishers and expanding its gaming portfolio. With the Tokyo Game Show on the horizon, gamers can expect more revelations and collaborations from Microsoft in the region.
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