Home Gaming Microsoft admits it “needs to do better” in Europe

Microsoft admits it “needs to do better” in Europe

2 min read
24

Spencer

Earlier this week we told you how Sony was pretty sure it had at least 70% of the European console market in its hands, which is something we’d believe given how much Europe and its related territories have traditionally belonged to Sony. It’s something Microsoft is cognizant of, admitting that it really needs to do better in Europe.

Speaking in the latest issue of Edge, Microsoft’s Phil Spencer admitted that the company hadn’t focused enough on Europe, and wants to change that.

“We need to do better in Europe,” Spencer said in the latest issue of EDGE (via Videogamer.) “When I look globally, mainland Europe is definitely an area we want to focus on.

How will they be doing that? Well, they’re hitting the Euro-centric Gamescom, and they’re hitting it big – with a fanfest, tons of playable games for consumers to get their hands on and of course, a Gamescom press conference. Sony, meanwhile, has opted to skip on a Gamescom conference thanks to its proximity to the just-passed E3.

“I’m excited about going to Gamescom at the beginning of August, having another press show where we’re able to show games that we didn’t show [at E3]. So you’re going to see brand new games, as well as obviously some repeats, but you’re going to see Scalebound, Crackdown, Quantum Break from my friends at Remedy. From a product standpoint, I like where we are. I think the team’s doing a great job with the games and building a platform for gamers.”

If Sony’s to be believed, Sony has market leadership in every country in Europe, which, for Microsoft, means a lot of untapped potential.

“Sony does a really good job in those markets, and they have a long history – long before we were in this business – and they’ve earned the success that they get in those regions,” Spencer said. “I watch what they do because they do a lot of good things, and I want to make sure that we’re being smart about succeeding. And there are places like Latin America where Xbox does really well, and in the US the numbers keep going back and forth – it’s good competition which I think is good for everybody.”

In the end, it is, all about the games though, which is where Spencer is most excited.

“Content-wise, though, I’m excited about this Forza, I’m excited about Tomb Raider, I’m excited about the new Rare game, Sea Of Thieves… And I think we can do more artful games that I have found resonate more. That’s definitely a focus for us.”

And I have to believe him. It may just be good PR, but Spencer’s done good things with the Xbox brand since taking over the helm from Don Mattrick, who always seemed more excited about corporate politics than about games. It could just be a persona, but Spencer appears to genuinely give a damn about the brand and the games that are attached to it, which makes Xbox in general just that much more appealing.

Last Updated: July 2, 2015

24 Comments

  1. Her Highness the Hipster

    July 2, 2015 at 08:38

    How can they expect to do better in Europe after getting rid of most of their EU marketing team?

    Reply

    • Hammersteyn

      July 2, 2015 at 08:39

      The EU marketing team didn’t do their job anyway it seems.

      Reply

    • Hammersteyn

      July 2, 2015 at 08:39

      The EU marketing team didn’t do their job anyway it seems.

      Reply

    • Alien Emperor Trevor

      July 2, 2015 at 09:44

      It’s just words. Every year they have a new “commitment” to PC gaming.

      Reply

  2. Hammersteyn

    July 2, 2015 at 08:39

    • HairyEwok

      July 2, 2015 at 08:45

      That’s how world domination starts off.

      Reply

  3. Lord Chaos

    July 2, 2015 at 08:46

    If I were them I’d hold off on any marketing, take a few punches and get DX12 working perfectly.
    Thereafter go balls to the wall with a price drop and one or two amazing exclusives.

    Reply

    • Alien Emperor Trevor

      July 2, 2015 at 08:48

      Yip, don’t talk – show.

      Everyone’s tired of talking a good game. Deliver.

      Reply

      • HairyEwok

        July 2, 2015 at 08:52

        Alpha and Beta game tests should be for everybody right? PC has it already basically in the bag with early access so what do the consoles have for tests though?

        Reply

        • Alien Emperor Trevor

          July 2, 2015 at 09:00

          Also PC. We beta tested Diablo for them after all.

          Reply

  4. HairyEwok

    July 2, 2015 at 08:48

    Is it safe to presume this is how Microsoft thought about marketing… MURICA MURICA MURICA, Europe? Japan? China? Nah MURICA MURICA MURICA!

    Reply

  5. Jonah Cash

    July 2, 2015 at 09:02

    He definitely has helped their appeal… But I first need to see a game that makes me want two consoles. And as of yet that is not there on Xbox One for me. I would gladly buy one for Quantum Break and I will keep my eye on ReCore and Gears 4!

    Reply

    • Hammersteyn

      July 2, 2015 at 09:10

      I really want one as well and I’ll probably get one one day. They have some decent exclusives coming.

      Reply

      • Ir0nseraph

        July 2, 2015 at 09:28

        Yeah yeah I have heard it too many times from you 😛

        Reply

        • Hammersteyn

          July 2, 2015 at 09:31

          It’s too EXPENSIVE!

          Reply

          • Ir0nseraph

            July 2, 2015 at 09:36

            OK then stick to Planetside 2 for 6 months and buy no other games , and then use all the money you saved from that and get a Xbox one 🙂

            I would have said stop visiting the bar for a month, but let’s be realistic now 😛

          • Hammersteyn

            July 2, 2015 at 10:17

            I could buy a new car if I stopped drinking for a month

          • Ir0nseraph

            July 2, 2015 at 10:18

            XD

        • Jonah Cash

          July 2, 2015 at 09:32

          Not worth it yet to own both, but one of those 3 games will make me consider it!

          Reply

          • Ir0nseraph

            July 2, 2015 at 09:38

            One doesn’t need both, to be honest, I was lucky and received the Xbox as a gift from my awesome wife.

  6. K1FF J1MB0B (sizzle edition)

    July 2, 2015 at 10:06

    If Xbox wants to do better in Europe (and SA) then how about not making fans wait an extra year to get the damn console. Says it all really.

    Reply

  7. Gardos

    July 2, 2015 at 10:18

    I think they should pen a deal with the EU that makes an Xbox One part of every future bailout package. Watch those “sales” numbers skyrocket! Besides, a new console is enough to distract citizens from the fact that they actually have no money.

    Reply

  8. DarthofZA

    July 2, 2015 at 13:12

    With all the exclusives they having coming out this year alone (never mind the complete lack of exclusives in the competition), I think they will start doing better towards the end of the year.

    Reply

  9. Sovereign

    July 2, 2015 at 13:31

    I can’t speak for anyone outside my country, but in the U.S. they seem to be doing well. Sony is giving them a run for their money, but if you like western games more, it seems obvious to choose MS, and if you prefer Japanese games more, go with Sony.

    Reply

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