Post by fatty on Jan 1, 2013 10:02:35 GMT -5
Instead of creating a new thread each time I see an interesting story I'd figure I would just keep them in one thread.
Why Xbox failed in Japan (Part 1 of 2)
The inside story on Microsoft's greatest ever challenge.
By Wesley Yin-Poole Published Friday, 14 December 2012
Why Xbox failed in Japan (Part 1 of 2)
The inside story on Microsoft's greatest ever challenge.
By Wesley Yin-Poole Published Friday, 14 December 2012
Bill Gates was preparing to walk out on stage to deliver his much-anticipated keynote at the Tokyo Game Show on Friday 30th March 2001. The Makuhari Exhibition Hall was packed with a 4000-strong audience. Executives from all the major Japanese game publishers were there: Capcom, Square, Tecmo, Sega, Namco, the lot. Press had gathered from all over the world, and they were all there to see one thing: the Xbox.
Backstage, Gates turned to Kevin Bachus, at the time Xbox director of third party relations and the man charged with getting all those Japanese executives out there in the audience to make games for Microsoft's new console. “Here, hold this,” Gates said, pulling out his wallet. “I don't like having anything in my pocket when I'm talking.”
Suddenly, Bachus was holding the wallet of the richest man in the world. It felt thin, as if only a credit card and a driver's license were inside. “I was terrified to even open it,” he remembers over a decade later. “But of course that's all you need when you're a billionaire right?”
Gates' star turn at the Tokyo Game Show was supposed to show the Japanese game industry that Microsoft was serious about getting into the console business. Gates, one of the most famous people in the world, one of the most respected businessmen ever, had taken the time to make sure Japan felt important.
But all didn't go according to plan.
Bill Gates on stage with Sega executives announcing its 11 game deal for Xbox at TGS Spring 2001.
Gates spoke eloquently about the importance of the Japanese game industry, of his reverence of Isao Okawa, the former president of Sega who had died two weeks before the show after a battle with cancer. Okawa was a "great man who accomplished many things" Gates said. The Japanese, wearing headsets pumping out frantic translations, listened intently and respectfully, as the Japanese do. But when Gates started talking about the Xbox his keynote turned from insightful industry analysis into a sales pitch.
Gates announced Sega would design eleven games for the Xbox, including Panzer Dragoon, Jet Grind Radio Future, Sega GT 2 and Gun Valkyrie. He announced the Xbox controller S, a slightly smaller version of the reviled controller that would come with US and European launch units, with the buttons positioned to best accommodate styles of gameplay popular in Japan. And he announced Microsoft's Xbox Japan division, run by former Sony game development chief Toshiyuki Miyata, set up to make Japanese games for Xbox to appeal to Japanese gamers and to sign Japanese games made by Japanese publishers.
Miyata previewed Xbox games with videos and demos - Azurik: Rise of Perathia, Amped: Freestyle Snowboarding, NFL Fever 2002 and Halo, which would all launch in Japan. Konami's Air Force Delta 2 and Tecmo's recently confirmed Dead or Alive 3 were shown to highlight the support from Japanese publishers. Gates spoke of the console's 8GB hard drive, saying, "people still underestimate the difference it will make”.
"In the Japanese market feedback is naturally different from the United States," Gates said. How right he was.
Xbox Japan marketing during TGS Spring 2001. The poster shows Bill Gates holding a burger and the new smaller Xbox pad.
John Greiner is president of MonkeyPaw, a Californian company that localises obscure Japanese games for release in the west, primarily on the PlayStation Store. But before starting that company the 20-year game industry veteran was president of Hudson Entertainment. He's lived in Japan for years, working with the Japanese, understanding their culture.
We meet just outside one of the restaurants inside the expansive Makuhari Messe as Tokyo Game Show 2012 kicks into life. A high-pitched screech is on loop, part of the promotional video for the show that bursts out of hidden speakers. “This is my office,” he says as we set to down to chat.
“Put it this way, CESA, the organiser of these big events, they were pissed because of his speech and what he said,” Greiner remembers. “That turned a lot of developers and publishers away. They had a speech they vetted, and then when he gave the speech it wasn't the same speech. There were parts that were different. He was supposed to be talking about the industry but he was really just plugging the Xbox. Of course! That's America.
“That was a big deal, and people were pissed. The whole Xbox introduction into the Japanese market was not done correctly. They lost the faith of the people who they really needed.”
From Microsoft and Bill Gates' point of view, the keynote speech was appropriate. It was exactly the kind of thing they were used to doing at shows in the US: the Game Developers Conference, the Consumer Electronics Show, E3. But for the Japanese it came across as a PR-driven plug.
“I'm not saying they went out of bounds,” Greiner says. “But it was a bad start.”
Bachus seems taken aback when I suggest the speech didn't go down well. “People liked it,” he says. “It sounds a little arrogant, but from their perspective and from my perspective as a guy who had been in the game industry my whole career, I thought it was validating to have someone like Bill Gates go to the Tokyo Game Show and show that commitment. That was a really big deal and I really enjoyed that.
“The expectation was we were coming to ask the Japanese industry one last time to support us and to explain why and to give the same kind of thing you see Sony or Nintendo give at E3, which is, here it is and this is what we're doing.
“Because they didn't really do that at TGS at the time, there were questions like, 'well do this but could you please keep it relatively non-denominational and sort of give philosophy?' For whatever reason, that message wasn't communicated properly.
“Look, you know from dealing with the game industry, you put ten guys in a room and you get twelve opinions. I didn't have the impression after that presentation that people were upset. There were certainly, I'm sure, some people who felt we were being typical western barbarians coming in and unsubtly pimping our product out, but Bill thought that was what he was there for.
“The speech was absolutely appropriate to an E3, to an ECTS, to a GDC. But because there had been some expectations set and because we were being given this opportunity to give a keynote, I'm sure that may have rubbed some people the wrong way. But that had no impact on our relationships. In fact, we heard a lot more positive about the fact Bill came and spoke and spoke eloquently about the game industry and how important Japan was.
“You can't please everybody all of the time.”
Gears in motion
Microsoft's Xbox adventure in Japan began years before Bill Gates' 2001 keynote speech. When the Xbox was being created in Redmond, Bachus and Seamus Blackley, the two Xbox co-creators who spent the most time in Japan, always knew the market would be a challenge. At the turn of the century Japan dominated the console games industry with a whopping thirty per cent of the market. The Sega Dreamcast, which hadn't performed well, was made by a Japanese company. Sony's PlayStation 2, which had performed wonderfully, was made by a Japanese company. And the Nintendo GameCube, also made by a Japanese company, was fast approaching.
“We were basically going to play in Sony, Sega and Nintendo's home stadium,” Bachus says. “As a result, Seamus and I and other people from the team put a disproportionate amount of effort into trying to make Xbox attractive in Japan, but there were a bunch of things that were lined up against us.”
Kevin Bachus and Seamus Blackley toured Tokyo with a prototype Xbox. It was taken to Sony Computer Entertainment's building.
The Xbox was so named because of its ties to PC gaming - unsurprising, really, given the company behind it. It was built based on familiar PC gaming development processes and tools and technologies. It came with a hard drive, would facilitate patches and would connect to the internet. All wonderful, forward-thinking additions to the console landscape sure to please western developers.
Unfortunately in Japan there was no such thing as PC gaming. The likes of Konami, Namco and Capcom were console developers. On top of that, Microsoft faced a perception issue. Most Japanese publishers of the time thought the Xbox as a console for American games that most Japanese gamers wouldn't find interesting.
“So even before we lifted a finger there was a perception among game companies and consumers that this was a console made for other countries, and even though it might be available in Japan it really wasn't for them,” Bachus says.
But, in truth, Microsoft didn't help itself when it came to Japan. Some of the decisions it made while designing the Xbox made some of the Japanese games community scratch their heads.
The Xbox was a beast of a games console, heavy, bulky and devoid of subtlety. It was made out of inexpensive black plastic with a controller seemingly made for hands the size of those pointing finger gloves you see at baseball games. It was everything the Japanese thought an American-made games console would be.
“We thought it would be more like what PlayStation 3 looks like now, something sleek and sexy,” Bachus says. “For a number of reasons, mostly related to cost, but also partly related to thermodynamics of engineering the box - air flow and the size of components - we just weren't able to do that. The Japanese looked at that and it reinforced the notion this didn't have a Japanese aesthetic. This was a console that was for western gamers and was being made available in Japan.”
Microsoft's Xbox team received all sorts of feedback from Japan. Ed Fries, then vice president of Microsoft Game Studios and one of the co-creators of Xbox, remembers being confused by the advice he was given. An earlier PC game Microsoft had brought to Japan had a main character with only a few fingers, and Microsoft was told that was a taboo because it had a connection to the Yakuza cutting fingers off.
When it came to the Xbox, the befuddling feedback continued. “We were told we couldn't call it the Xbox because X is the letter of death,” Fries remembers. “We were told we couldn't make it black because black is the colour of death. I was like, isn't the PlayStation black? Rules that apply to you as an outsider don't necessarily apply to insider products.”
Fries was told he couldn't release Halo the way it was in Japan because Japanese players wouldn't be able to deal with the dual sticks. “So we ended up having to make a bunch of modifications for Japanese players and dumb the game down, make an easier version.”
Most of the Japanese backlash to the recently unveiled Xbox revolved around the controller. The “controller débâcle”, as Bachus remembers it now, was the result of two competing factions within the Xbox development team. Microsoft's chief technology officer J Allard and [Xbox software boss] Cam Ferroni wanted to build the ultimate game controller that had everything the team liked about its rivals: the expansion port from the Dreamcast, the two thumbsticks from the PlayStation DualShock and six buttons, which was great for playing fighting games on the Sega Mega Drive.
Microsoft's hardware technicians wrapped plastic around those features and came up with the original Xbox controller design, codenamed Duke. Testing showed it didn't cause much of, if any, muscle stress in the hand. Blackley and Bachus and celebrated programmer Mike Abrash thought it was enormous, and felt everyone else would too.
The Japanese “flipped out”, Bachus says. “They said, 'obviously this is going to fail. Nobody is going to buy this.' Then they started rethinking their commitments to the platform. They said, 'this combined with the enormous giant console says you really don't intend for this to be successful in Japan.'"
“We were told the controller had to have the weight of water,” Fries recalls. In a panic Blackley and Bachus triggered a crash program to develop what would become the Controller S. Its codename was Akebono, after the US-born sumo wrestler Akebono Tarō, the first non-Japanese born wrestler ever to reach yokozuna, the highest rank in sumo.
But there wasn't time for Microsoft to build enough Controller Ss. So the launch consoles in the west shipped with Duke and the after market controllers were Akebono. When the Xbox eventually launched in Japan in 2002, all the controllers were Akebono, but the damage had been done. “It caused everybody in Japan to say, 'do these guys know what they're doing? Are they going to be successful here?'” Bachus says. “That was rough.”
Ed Fries at the time of the Xbox's launch - a launch he was instrumental in.
Doing business
Before launching the Xbox Microsoft met with publishers to try to secure third-party support for the console in the US, in the UK and in Japan. Meetings were arranged. Discussions were had. Microsoft talked the talk. Publishers signed up, or they didn't.
In Japan these meetings were fraught with complexity. So popular was the first PlayStation that Sony enjoyed a vice-like grip over the hearts and minds of Japanese publishers. They were afraid to alienate Sony by supporting Microsoft. In some cases, they were even afraid to be seen to support Microsoft.
“I remember going to a Sony party at E3,” Bachus says. “They had every one of the major Japanese game publishers who we'd spent a lot of time with in Japan. I ran into one of these guys, who was standing with Ken Kutaragi. At first he was like, 'hey!' and his face lit up. And then he realised he was standing next to Kutaragi. 'Oh, oh, I'm sorry, do I know you?' He pretended he didn't because he didn't want to alienate Sony.”
Microsoft had heard that Sony struck different loyalty rates with different publishers. Microsoft wanted to create a level playing field where all publishers paid the same royalty fee, but this rubbed some Japanese the wrong way. “They thought we'd buy their loyalty,” Bachus says.
With Xbox Microsoft was starting from scratch in Japan. It had a relationship with Sega because Microsoft had created a version of Windows CE for Dreamcast and some of the Sega console's development tools, and it had a relationship with Konami (through the PC port of Metal Gear Solid) and Tecmo (mainly because Blackley and Itagaki got on like a house on fire) but these relationships were small and distant.
Microsoft's strategy was to talk tech. Bachus and Blackley visited Japan on a regular basis to extol the virtues of the power of the Xbox. They tried to do it the Japanese way, socialising over dinner and drinking lots and lots of wine. The idea was to cultivate relationships that would benefit Xbox in the long term.
At E3 2000 the Japanese game industry flew en masse to Los Angeles. Microsoft had its chance. The Xbox team got wind of Club Cha Cha, a Japanese hostess bar in Torrance, California, near Los Angeles International Airport, that Japan Airlines would recommend to their first-class customers. It was for a certain sort.
Bachus block booked the entire place, and one by one they came - the first time all the Japanese game developers had been together under a Microsoft roof. They had a great time, and Microsoft was more than happy to bankroll the fun. At the end of the night, which was actually the morning, Bachus looked at the itemised bill: the Japanese had drunk through $30,000 of wine. “Japanese game developers are particularly appreciative of that,” he says with a chuckle. “The party went on for a very long time.”
“They were very friendly to us. Very receptive. On a personal level I really enjoyed them and had a good time with them, but from a commercial standpoint they were trying to figure out what sort of thing they could do to justify an investment in developing games for Xbox.
“A lot of the classic console games have come from Japanese game publishers obviously. But that represents a very small percentage of the games they do. If you look at Namco, Ridge Racer or Tekken, very successful games in and out of Japan. But compared to the number of titles they do, most of which never see the light of day in the west, it's a big investment to say, okay, we're going to staff up an engineering effort to do a game specifically for this one title we think is probably going to be successful in two thirds of the world, and not the world that reflects well on us and we take pride in.”
Meetings meetings and more meetings
The cultural divide between east and west that caused Microsoft so many problems manifested itself in meetings. Sometimes, these meetings went well. Microsoft had a relatively easy time securing Tecmo's Dead or Alive 3 as an Xbox exclusive launch title because of Blackley's close relationship with series creator Tomonobu Itagaki, Later, in 2004, Itagaki's Ninja Gaiden released exclusively on Xbox.
“I remember meeting with them and they were saying, 'well, I guess you're here to ask for Dead of Alive, because everybody comes and wants to know what it would take for us to move Dead or Alive over.'” Bachus says. “I said, 'actually, no. I've read you're thinking about doing Ninja Gaiden, which was one of the first games I ever bought, and I'd love to see that on Xbox and I'd love to build a franchise around the association between Ninja Gaiden and Xbox.
“My candour and the fact we weren't just looking to go after the crown jewels right away, that we were looking to build a relationship with them, surprised them in a positive way. They seemed to embrace a relationship with Microsoft in a more receptive way than some of the others who were looking at it from more of a commercial standpoint.”
Doing business in Japan is not the same as doing business in the US, and the Xbox team learnt the hard way. In the US businessmen meet, discuss a contract, terms, sign and then get to work. In Japan business is done based on the strength of a relationship, cultivated in the many restaurants and karaoke bars that litter Tokyo and other business centres. The Japanese want to get a sense of who they're dealing with before they sign on the bottom line.
“When I first took over the games group back in '95, we had a game in development with Namco called Return of Arcade,” Fries recalls. “It was the second Arcade series we had done with them, porting their arcade classics to the PC. I kept talking to my guys on the team about where the contract was. The contract wasn't done, but the game was getting done. Finally the game was done. It was in manufacturing and we still didn't have a contract. That's a problem. I had to fly to Japan. I had dinner with the senior execs of the Namco team. Then I flew home the next day. We never talked about the contract, but then the contact was signed and everything was good.
“That's when I first started to learn about business in Japan.”
“They were very American, and I'm an American so I can say that,” Greiner says. “And Xbox is a cocky company. I respect them because I love what they've done, but sometimes that doesn't rub Japanese well when you're in their culture trying to break into their market. You have to act like them. You can't act like the Wild Wild West. This is the ancient Orient, not the Wild West, and there are lots of rules and ways to do things that you simply don't cross lines.”
Sometimes meetings didn't work out quite as intended. “I remember one rough meeting where we met with Naka-san [Yuji, creator of Sonic the Hedgehog],” the softly spoken Fries says. “Maybe he and I had an argument. He's known for that. I had to get mad at one point, which is unusual for me. It really is. But he didn't hit me or anything, like some of the stories I've heard.”
But for all the good work Microsoft did to secure Japanese-made games for the Xbox, it is the ones that got away that linger longest in the memory.