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Japanese Xbox 360 sales off to slow start

Despite a sellout at Microsoft's launch party, plenty of consoles were still available during the console's debut weekend. Photos inside.

294 Comments

TOKYO--In North America and Europe, Microsoft's Xbox 360 sold out in most retail locations within hours of going on sale. In Japan, though, it was a different story, as there were still plenty of consoles on shelves throughout its debut weekend.

Microsoft had a successful launch ceremony at the Shibuya Tsutaya shopping center, where executives Peter Moore and Yoshihiro Maruyama joined 250 gamers to count down the last seconds before the Xbox 360 went on sale in Japan. Bill Gates didn't make an appearance in person, but nevertheless, the console sold out in just 30 minutes at the store.

But at other retailers in the city, lines for the Xbox 360 were not nearly as long. At the Shinjuku location of the popular Yodobashi Camera electronics-store chain, where Sony officially launched the PSP last year, around 30 people were lined up around half an hour before the console went on sale at 7:30 a.m. At other major shops, crowds reportedly ranged from 10 to 30 people, although customers who preordered didn't have to line up at most locations.

But after hardcore gamers made their purchases, many 360 units remained unsold. For example, the Akihabara branch of Yodobashi Camera promoted the Xbox 360 heavily. It established a dedicated area and cash register for the machine, where many customers stopped to check out a trailer of the 360's forthcoming adventure game Ninety-Nine Nights. However, most visitors walked away without buying a 360. On Sunday evening, one of the busiest shopping times in the weekend, over two dozen Xbox 360s were stacked up behind the 360 cash register and several idle, bored-looking sales assistants.

The apparent lack of enthusiasm came despite retailers' efforts to promote the Xbox 360. Most displayed the console prominently near their entrance or cash register. Many stores also had high-visibility Xbox 360 demo kiosks where people could try out the games or watch trailers on a high-definition LCD screen. In general, retailers also sold the Xbox 360 at around 38,800 yen ($322), a slight, 1,000 yen ($8.34) discount from its official sticker price.

Some major retailers offered more substantial Xbox 360 discounts. Akihabara's Asobit City was offering a 15,000 yen ($125) store credit if customers signed up for a broadband Internet service plan when they purchase their Xbox 360. Sofmap offered a 20,000 yen ($166) discount on Xbox 360s, with a purchase of a game and a broadband ISP signup. Sofmap also randomly gave away two free Xbox 360s to customers who purchased a certain amount of goods at the store.

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Macke88

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I don't really feel that sorry for Microsoft and their Xbox. Partly because I am a true "Playstationer" but also because I feel that it was a truly idiotic idea to make Xbox not fully backwards comp. Another fact is that they already make so much money anyways so what the hell? I'll just see you guys over different PS3games onlinefunction ;)

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ghostadv

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^ Either one, they're sucking

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Igiss

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Microsoft proudly told us during this autumn that interest with Xbox 360 has largerly increased in Japan due to promotional campaign. Wonder if that was an overestimate, or a lie...

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2TrickedOut

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360 is not a flop in japan so people don't be stupid. It will take some time there. it already has more support than the xbox did. once 360 catches on in japan it will do well. The 360 already has some awsome games even though ps2 fanboys will never admit that. Ps2 hasen't had a decent fighter yet!!. Pgr3 and Forza kill all sony's racers. I switched to xbox after 2 bad ps2's the common bad lens. so maybe ps2 should have made it on the news with all there defective systems. 360 is here to stay its just getting started wait until its running on all 3.

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2TrickedOut

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[This message was deleted at the request of the original poster]

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choasgod

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lol i knew it would to think M$ wasted all that effort on Japan and it flopped thier .....

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cashnmillions

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Ok, the frustration got to me, honestly though we can't really say anything untill all three consoles have been out for a while. The PS2 had horrible games when it launched but what sold was the fact that it had a DVD player. At this time a built in DVD player for the price of a PS2 at launch was extremely cheap, store fronts in Japan were showing the Matrix on the PS2, not games.

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muscarella_jc

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Im not surprised at all by this. I really don't understand the hype of the 360. The 360 is just proof that as a company, Microsoft is just incapable of providing a unique game experience without rehashing all the same old gamestyles in a new, yet slightly similar atmosphere. There most original game for there system is probably Kameo, and I'll admit that the game is actually quite fun. Of all the 360 games, its probably the most fun to play, but everything else just feels more of the same. Sure all the sports titles look a lot better, but Madden is actually a little bit better of a game, gameplay wise on the PS2 and Xbox. Call of Duty 2, even though looking sharper and brighter on the 360, is overall the same game on the PC. Now, being a port is allright for ports, but when it comes to First person shooter games, I have had enough. Let me just name a few: Call of Dury, Killzone, Medal of Honor, Brothers in Arms, Darkwatch, Half-life, Area 51, Snowblind, Goldeneye, halo 2, Far Cry, and Doom. All these games have versions that were released in 2005, with the exception of Killzone. I'm sick of running around and killing stuff. Sure some of these games are focusing on some platforming aspects and tactical movements, but if you have watched any normal person playing a 1st person shooter, they always just run in gunning and die at least 3 times before realizing, "hey running in and trying to gun everything down isn't working, but that's all I know how to do." The last first person shooter I really enjoyed was Metroid Prime, which I might go as far to say as the best one I've played. Now, I've been around 1st person shooters for a long time, I remember playing Wolfenstein on my commodore, as well as Doom on my first PC. I've been a fan of this genre for a long time, but it needs to grow more than just running and gunning, or halos occasional sniping from a long distance. Metroid Prime was so different from your traditional 1st person shooter because it had some major platforming aspects, different ways to defeat the enemies, different weapons, all with special abilities, and yet all easily accessible with the touch of a button, and best of all, 1 giant world instead of level-based progression. I love giant-explorable worlds, being able to go anywhere at anytime, as long as you had the right equipment to get you there. Prime 2 was a return to the same controls, but I felt it focused to much on collecting useless items (keys) instead of on upgrades to allow for new abilities to progress farther. Now multiplayer is nice, but for me it gets too repetitive, and with the current Xbox games like Halo and Halo 2, there fun on occasion, especially if you have 4-8 people all in one room, not online. Online creates a nice atmosphere for players, but ultimately voice chat is nothing compared to actually being able to talk trash with people right beside you. That and voice chat is more annoying than beneficial, especially with the excessive amounts of profanity, and this is coming from a guy who can't understand why there are such restrictions on profanity. I love to curse as much as the next person, but I use it on occasion instead of in every damn sentence I say or write. Basically, Microsoft needs to really check where they are going with there console. Multiplayer is nice but ultimately its fun gameplay that makes a game and console a big hit. Microsoft has managed to constantly rehash the same old gamestyles they rehashed on the Xbox. I'm looking forward to some of the Mistwalker games and Sega's condemned looks like something out of Silent HIll, but in 1st person, have yet to play that one. They need to consider coming up with newer, more entertaining gaming experiences and focus less on trying to make the "best" game in a given genre, and end up failing at doing so. And just a gripe about some ratings, if a game has an offline game and online game, if one of them sucks, it's only half a game, I'm speaking specifically about Halo 2, which had a horribly short campaign that felt unfinished and as for online, it had an entirely unbalanced weapon system that focused heavily on obtaining the sniper rifle and shotgun. Halo 2 is worthy of a score of somewhere between 7 and 8, anything above 9 is just being generous. As I said the campaign is too short and you spend most of it firing from a distance with a sniper, assualt rifle, or carbine. Online you go for the sniper, hands down. And as for graphics, not bad, but definitely not the best ever, I've seen PS2 graphics that are better.

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cashnmillions

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They should never have even bothered with Japan, they could've almost shut out Sony in N.America and Europe.

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Ravenlore_basic

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First Japanese buy a lot more Ipods than Sony music players with HD just like Apples!! So to those who say that they won't buy american products are just wrong. Its their own anger that they can't deal with. MS is selling a "weaker system" (if you believe that) with hardly any AAA games that people in Japan like, while PS3 has the games that they know they will want!! Also, PS3 has Blue-Ray which is important to many people in Japan and Such devices cost $1000.00 Dollars compared to a PS3 at 4-500$ PS is a brand name like Nike, BMW, IBM, and Guess. It has a good track record and has lasted over 5 years. CONTRAST this to XboX360 and it is easy to see why XboX360 did not come close to sellig out, even with every store trying their hardest with promotions and giveaways. The dreamcast sold well when it first launched!!!

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Drizzle

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One thing that is letting the 360 down is it's power consumption. The PS3 is said to save upto 40% of the power and that to me is a big deal for Sony's chances in this round.

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chinesehaohot

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Yes YES!!!! Cut them off!!!!!!! Who care about Japan!!!!! Bla bla bla....doing so you can also forget about playing good games from Japanese companies such as: Capcom, Square Enix, Tecmo, Namco.....some people really speak like 8-year-old......Godsh. New Resident Evil series, Dead or Alive series, Dragon Quest, Final Fantasy, Tekken will arrive to states much later if we cut them off. Let me remind some of you that, it was Japanese who had been pushing the gaming industry forward after Atari, JUST THINK!! Without those Japanese and a "little" Japanese company name Nintendo what would we be playing now? PONG?!!! Hush404 is so right about the whole respect thing! That is one thing we never learnd here.....

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Vegeta-sama

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I wouldn't doubt they match the Xbox numbers with 360 in 3 months... once 99 nights and EMchant Arms come out it should pick up a bit and then there is DOA XBV comming and we know how they like their hot women :p it's the best selling Xbox game in japan

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Kemikul

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Looks like the same old news. Xbox doing great in Europe and the US (looks like they're doing better this time) but as lackluster sales in Japan. And hopefully not as bad as it was with the original Xbox.

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Jasonduck

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still havent gotten my preordered 360

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SteelAttack

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Even though it looks like a lazy start, it's too early to make any predictions. I think even Microsoft knows they can only hope to make it a little better over there this time.

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8081

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I say cut them off and bring the rest here. Let them waste there time with ps3.

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reallaughingman

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what did i say earlier. I am always right!

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Zidaneski

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I never really liked Microsoft, but this news kinda makes me feel sad...really. *sniff*

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hush404

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HiResDes, the Japanese don't care about where a console is made. The Japanese are smart and aren't won over by the first console with shiny graphics, they're still waiting for some good games. Also, Sony and Nintendo have been surving the goodness all around in Japan and the Japanese aren't going to forget that and jump just because Microsoft says it'll deliver. When it comes down to it, Sony and Nintendo have gained the Japanese's RESPECT. Microsoft has not done anything to earn that respect yet.

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HiResDes

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Yeah, I don't like to shoot a dead horse, but it seems as though the Japanese will only ever buy gaming products made in Japan. Even with the additions that Microsoft has made to try and gain more popularity, their is nothing more they really can do. Microsoft designed the 360 with the Japanese market in mind, but the Japanese market has been sold on the Ps3 from day one. And for the Japanese waiting on the Revolution they are just complete idiots.

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hush404

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Well... It doesn't suprise me all that much. Microsoft promised the Japanese audience that they'd get to have their RPGs and whatever else they want out of a game console and the 360 debuted with the same ol line up of shooters and racers, hardly a change from what the original xbox was known for.

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GamerDudeB3

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Dam MS it looks like you need more games DUUHHH. Xbox360 needs more games out and better games.

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artiemac

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I don't know what MS is thinking. You can't launch in Japan with some good RPG's. So until MS gives the Japanese people the games they want, the system will continue to flop.

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WEIRDEXPONENT

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Ummm... can I buy a Japanese 360, and use "USA" games/dvd's in it?

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OPOLO

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But yet and still, I have to wait for games like 99 Nights to come to Xbox

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enigma_2099

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And slyjai... spoken like a true idiot.

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enigma_2099

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Wow... extreme shortages over here, yet they have PLENTY over there... who's suprised?

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slyjai

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I'm gonna get all three systems. The order of popularity and sells will go as followed (Mark my word) Microsoft first, Sony second, then in last, but not least, Nintendo...Time will tell.

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da_man244

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What do they expect, of course Microsoft will always do bad in Japan if they don't release games that interest japanese gamers.

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MajinD1979

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This just goes to show you that MS should have supplied the US with more units. I have one paid in full and I'm still waiting for the damn thing to come. Maybe i should call Japan and get one. I hear they have a couple thousand to spare.

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drangel_jam

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MS is rowing against the flow is a kayak competition. Yes, Japan is that unfriendly towards those who don't meet their expectation. MS should publish more 1st party games in Japan, because most 3rd parties are trying to appeal the whole world, not only Japan. *cough~expect Square Enix and Bandai~*cough. Simple games like Chu Chu Rockect, should have a sequel. It should be major for MS to have an RPG at launch, even if it was the remake of an old game like FF7. MS listen, understand and execute this: RPG, PUZZLE, and SEQUELS of games that did have a huge fan base in Japan. Instead of spenind so millions on ads, you should spend a portion of it publishing games that appeal the Japanese crowd.

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forever_blank

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hMMM, bit of a blow out... Not suprised, very much at all

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mdjenkins86

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I think that MS should have paid more attention to the marketing analysis that predicted the slugish sales. If they had done so, they would have allocated an appropate amount of systems to the appropiate regions...because they didn't they suffer major opportunity costs.

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teru-zefah

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I've been over here since before the launch in Osaka and Gamespot is being very easy on Microsoft with this article by saying "slow start". It is more like it is off to no start at all. The only place that sold out (correct me if I am wrong) is the Shibuya launch party. Everywhere else has tons of units in stock. Every game store I go to has a huge pile of them behind the register and a few employees I spoke with complained about them getting in the way. A store nearby only sold one out of 40 units as of yesterday. Checking online distributors, for example Rakuten.com, one can see the lackluster sells even more vividly. Rakuten.com started with 310 units on stock and now the auction page has it displayed at 8 units. Checking Sofmap's site shows even worse results. I was thinking about picking up a 360 over here because Ninety Nine Nights and Enchant Arm look cool, but at this rate retailers will have to cut the price in half or more to sell any of these things. I wouldn't be surprised to see them at around half price around the PS3 release.

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Father_Time89

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I wish I had a sellers account on ebay so I can buy a 360 and sell it for more then I payed.

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Father_Time89

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Not a surprise because Japanese gamers are probalby going to go for the consoles made in their country and I don't think the xbox appeals to many japanese gamers. Either that or most of the japanese are smart and are going to wait for the revolution and ps3 to come out then compare them.

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jaeroque2

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Damn!!! look at all those 360's behind dude lookin bored as hell! And I jus paid $495 for a core system on ebay! DAMN DAMN DAMN DAMN DAMMMNNNN!!!!! M$ I hoped yall learned a good damn leason!

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chibi-acer

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Curses! Another reason to go to take a trip to Japan, after anime/manga, gashapon, and Pocky...

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chinesehaohot

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Well....the misleading sold out 360 story at the launch event can't cover up the truth...xbox and Microsoft can't win over Japanese gamers. Even I got my 360...but after play the games I brought, COD II (I play it in my computer now), Madden (DISGRACE) and Perfect Dark (this one is so bland), I really starting thinking about selling my last 360 while I can still make money out of it. Considering the fact most upcoming 360 title are action and fighting games (same old, same old)....eh.....thank goodness for Ebay and for people who are willing to pay more than 600 dollars for 360! I can buy a 360 later when Halo 3 comes out for much cheaper. 360, was a successful investment for me tho, I have made over 2000 so far with 2 X360s. PS3, you are next!

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Joshua250

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Why did Microsoft release 360 in Japan where it doesn't have as much launch titles AND when the USA is still without units. They should have wait until DoA4 was released or at least until the US got more units...

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mickel_darmawan

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Ha Ha, Xbox 360 failed in Japan, it's not surprising to me (and, I'm very happy to hear that), Xbox is just too bold of American's game, mainly FPS and Madden, outside the US, who want to play FPS and Madden (it's very rare, not everyone like to play war game and football, we didn't need any add on stress effect that caused from the war game, or from the real one in this life, you know!!). I didn't even care about HALO, Gear of War, or whatever else you got, so M$ should only sell their product inside the US, instead of outside, where they got a lot of XBOX's fan boy in here, with the same taste of game, and culture background in mind (more war, more madden, and that's great). Don't be so GREEDY Bill Gates!! Your GREEDY attitude is the no. 1 reason why many people pick up the PlayStation or the other consoles!! Although, the PlayStation is still simply the best console on earth with their own stylish style, games, and backward compability. Why you want to sell your console outside the US (you were trying too hard dude!!), don't you see there are still many a lot of people in the US that still want to buy your console (they had to break their own piggy bank to do so, because you sold your console so expensive in here), instead of satisfying your own fan boy, you sold your console a lot cheeper outside the US. You were trying to bribe huh?? Not convinced enough about your own product and your own market?? Well, you should be, because now I can see why you were releasing your console so fast, and trying so hard to penetrate the Japanese market, you just so afraid of the power of SONY, right?? Well what can you said, It's a SONY afterall!!. I'm pretty sure they will win this next gen video game contest again. And, I will go for the PS3 also. You should try to be just like SEGA, just to be a good software company, support the other consoles, and stop to be so GREEDY!! It's really make me sick!!

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LordOfMidnight

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I guess it's not much of a surprise.

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Shtinky

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shut up! shut up! SHUT UP!!! ...I just bought one for 600 quid!! :S Everything is fine! Xbox 360 was a success, it won't flop, it won't flop... lalala I'm not listening! :O

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bizsumpark182

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Unless Sony really screws up, the 360 shall go the way of the Dreamcast.

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ajadoniz

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As popular as "Friend's" spinoff, "Joey".

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MaChaorules

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it'll probably get better where ninety nine nights and other of those kind of games come out, no worries

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Agent_023

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Big surprise. They knew it wouldn't be as popular over there, they should have took half of what they shipped and added that to the US and European launch shipments. Maybe then I would have got mine, a customer who's willing to pay for one!

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Game_Jeremy

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They should of known even if they do beg for sony to put games like ffxi on there system they're still not going to get interest (or much at least) over there if they don't stop boasting how they rule & everyone else sux. o_O

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