Xbox One coming to China this September

The Xbox One is going to get an even bigger potential audience this fall as the system goes to China.

Microsoft announced today that it plans on releasing the Xbox One in China this September.

Microsoft's corporate VP of marketing and strategy for devices and studios, Yusuf Mehdi, wrote in a statement, "Launching Xbox One in China is a significant milestone for us and for the industry, and it's a step forward in our vision to deliver the best games and entertainment experiences to more fans around the world."

This will make the Xbox One the "first-ever game console with OTT functionality in China." OTT in this sense refers to over-the-top content, which is content delivered over the Internet (like movies on Netflix) where the ISP is only responsible for transferring data and not controlling the media transmitted.

The announcement follows the relaxation of China's 14-year ban on video game consoles. China also recently disclosed their console games censorship rules, noting that games will not be allowed to promote drug use or violence. And statistics released at the Games Marketing Summit earlier this month revelead that China is a large potential market where the number of gamers surpasses the total population of the US.

Microsoft formed the joint venture company E-Home Entertainment with BesTV in September last year to release a streaming console, and Enwei Xie will head up Xbox China as the group's general manager.

Regarding the partnership, Dazhong Zhang, senior VP of SMG and chairman of E-Home Entertainment wrote, "Via our cooperation with the world’s leading team, we will continue to develop video games fused with Chinese culture and provide further distribution support for locally produced Chinese video game content to the world."

"Our joint venture is committed to providing opportunities for creators to unleash their imaginations for games, online education and fitness experiences for China and beyond," wrote Medhi in a further update. "As part of our partnership, E-Home Entertainment is investing to establish an innovation program that will enable creators and developers to build, publish, and sell their games on Xbox One in China and in other markets where Xbox is available."

Xbox announced earlier this year that they have shipped 5 million Xbox Ones across the 13 countries where the console is available, which "represents more than 60 percent greater sales than Xbox 360 in the same time period." By September, the Xbox One will be available in 42 countries.

Justin Haywald is a senior editor at GameSpot, and you can follow him on Twitter @JustinHaywald

Got a news tip or want to contact us directly? Email news@gamespot.com

Written By

Senior Editor, Earthbound fan, and snazzy dresser.

Discussion

314 comments
blue_shift_91
blue_shift_91

wonder what their stance on violent video games will be when chinese devs start pumping out their own CoD-like games. patriotism is a funny thing when it becomes terrific for sales.

lithus
lithus

Don't know why they bother, just about every fun and interesting subject matter is illegal in this communist ridden.

deadpen
deadpen

They will buy 1000 units and turn them into some kind of weapon.

dysonlu
dysonlu

Actually, and ironically, China may be the Xbox One's savior.  The Chinese have negative sentiment towards Japanese products so they will likely buy Xbox One instead of PS4.

maxpowr3
maxpowr3

The irony is, despite the xbone being made in China, it will cost more there than the USA.

xcollector
xcollector

What are they going to play in China when all the western xbox games get banded for not being culturally acceptable?

noandno
noandno

Titanfall China Edition confirmed

homey_d_clown
homey_d_clown

Good move XBone, unfortunately this is exactly what the PS4 is doing, unless you signed an exclusive deal, which you did not.

MS doesn't make games that sell well in the Asian market, meanwhile Sony has been making games for the Asian market since the beginning, most of them exclusives because the culture difference.

If anyone can name a game that MS makes that will sell in China please let me know I'll even start the list? No fanboys please.

Forza

No Halo

No Titanfall

No Gears

No Fable

enoslives7
enoslives7

The Chinese put xBoners together and know it has inferior technology. It will sell poorly like the rest of the world.

Sorry Microshit, you just can't hide from the fact of inferior technology.

allyouneedisluv
allyouneedisluv

If there is 300 million american and they bought 3 million X1, then in china because there are 1.4 billion people they are going to sell 14 million x1.

RossRichard
RossRichard

The title of this news piece should be "XBox One will be hacked this September"

Damnation_6
Damnation_6

Oh good but this netherlands still doesnt have a date for the damn thing...

starhowl
starhowl

 This message brought to you by your friendly merchant around the corner as no one here lives in China.

warriors30
warriors30

I don't want to act like I'm smarter than Xbox but...this is ridiculous. China is not ready for Xbox One, this is a huge waste of resources and not a profitable move for the Xbox brand.

Trust me, I'm smarter than you!

Carpetfluff
Carpetfluff

Now just need to find more than six games the government will actually let people play.

Too-DementeD
Too-DementeD

It's gonna be hilarious seeing all the names of the phony knock-off versions of Xbox One.

Xbux One from Micrusoft very good deal.

fan360
fan360

He said it is $800.

It is made in China.

Shouldn't it be cheap because of no shipping?


Parfaits
Parfaits

一台正品行货的XboxOne要人民币4999,合大概800美元,淘宝之类买水货3000人民币出头也就500多美元,即便不考虑这种差价,正版游戏的高定价和游戏审核,甚至是XboxLive的月费,都足以把Xbox在中国的发展扼杀在摇篮中。


这件事,恐怕是象征意义远大于实际意义。钱未必能赚到,但门一旦打开,就会越开越大,再难关上。

EdAl2112
EdAl2112

This might be what saves the Xbone. Sell a TV centered console in a place where they won't allow them to play games it's the best thing that could have ever happened to Microsoft. Was this their plan all along? They won't buy this to play games. They will buy this for TV and Kinect and all the weird things they are going to do with that. Good move M$. Although I can see piracy for consoles going really high.

Unfallen_Satan
Unfallen_Satan

I wonder how much antagonism between China and Japan will bleed into the console war, if Sony or Nintendo release their consoles in China at all. This is one Chinese gaming news I actually want to follow.

lithus
lithus

Lol interesting theory but I doubt MS needs saving. There's only two worthy consoles on the next gen market, so being #2 isn't bad when you consider it's a billion dollar industry

GOGOHeadray
GOGOHeadray

@xcollector They would buy those banned games on the chinese grey market like they have been doing since the console ban came down...

ECH71
ECH71

@noandno  Holy crap, is this version like 2 stickmen in front of a plain background, shaking hands and talking about how great China is?

Because the way it's looking, that'll be the only type of game not banned.

blue_shift_91
blue_shift_91

@homey_d_clown  

lol. have you been to china? this is a country that boycotts all sorts of crap from japan, just over political disputes.

new games will come and go. but the success of american products in china has been clear and consistent.

cvantu
cvantu

@enoslives7 ah yes, the 'ol inferior speech. Of course, Sony fanboys were parading the first several years of the PS3's existence when it had more apps/features and worse multiplats than the 360. Of course, you guys kissed Sony's ass while making fun of Xbots because the 360 didn't have a web browser. Nobody should take you guys seriously when you jump all over Sony's bandwagon regardless if wheels start falling off.

wallacom
wallacom

@enoslives7  Still better than non right. If I was living there I would be happy even with a Wii U.

Too-DementeD
Too-DementeD

@starhowl  This just in. A recent study shows that a whopping 100% of people living outside of China, do not live in China.
Back to you, Tom.

randomkidlol
randomkidlol

@Too-DementeD  The legit xbone is already struggling to sell, let alone the knockoff ones. Its probably more profitable to make knockoff Wiis and apple products since theyre in much higher demand.

homey_d_clown
homey_d_clown

@fan360

Unfortunately there will be no winners in the China Market because of the Black markets strength in this area.  XBones and PS4 will be hacked and sold for about $50 dollars more then the Official ones.  But the hacked consoles will be able to play pirated games, which sell for $1 each.

JimmeyBurrows
JimmeyBurrows

@fan360 No way man, they have to ship it out of China and then back in, because... What is this common sense thing?

sladakrobot
sladakrobot

@Parfaits Ok,i used a translation programm and only thing that makes sense to me is the converted price in to dollars...4999 huyen = around $800

Unfallen_Satan
Unfallen_Satan

As I write, I have come to realize that even if XB1 wins big in China, it's not necessarily the result of China's dispute with Japan. I see signs that it's a product more suited to the Chinese consumer; they like American brands and American games (when not Chinese) completely dominated Chinese PC while consoles were banned. I don't see Sony's strategy elsewhere having the same result in China as MS goes to China without the shackles of last summer's bad rep.

GOGOHeadray
GOGOHeadray

@Unfallen_Satan Not much at all. Anime, japanese cars, and other electronics are popular in china. Don't let the media fool you into thinking otherwise.

GrenadeLauncher
GrenadeLauncher

@Unfallen_Satan Japanese autos already outsell American in China and you can easily get PS4s on the grey market so...probably not much.

ECH71
ECH71

@cvantu @enoslives7  Not everyone using the "inferior speech" is a Sony fanboy. I use it all the time but I'm a PC gamer.

Simply because for years Microshit made a lot of games exclusive to their consoles, effectively forsaking their Windows OS (PC) gamers, so when they release the XB1, a console with a higher MSRP than the PS4 yet less powerful, that's enough to get us anti-Microshit folks mad.

Unfallen_Satan
Unfallen_Satan

@GOGOHeadray American cars are more popular than Japanese cars by far in China; that statistic is easily found online. I'd imagine anime is popular in most places, but I don't think it will have a big impact on console sales. I don't know anything about how Chinese perceive electronics, though seeing how Sony's electronics division is struggling elsewhere, I imagine it's not stellar in China either.

Unfallen_Satan
Unfallen_Satan

@GrenadeLauncher Your information on cars is incorrect. For the past decade, GM had the largest share of China's auto market, with Volkswagen's coming in second; they switched positions just last year.

Harrason
Harrason

@GrenadeLauncher @sladakrobot @Parfaits  Nah, while the ratio is like super small compared to that 1 billion, you can bet that the rich families there are so going to dig it.

It's a pretty good showoff device.