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Phil Spencer: Xbox Has Been Growing in Asia, Half of Sales Have Gone to First-Time Xbox Owners

Phil Spencer: Xbox Has Been Growing in Asia, Half of Sales Have Gone to First-Time Xbox Owners - News

by William D'Angelo , posted on 15 September 2022 / 3,171 Views

Microsoft Gaming CEO Phil Spencer speaking during the Xbox Tokyo Game Show 2022 showcase announced Xbox has been growing throughout Asia due to the success of the Xbox Series S and half of all sales have been to "first-time Xbox owners."

"This generation, we're welcoming more new console players to Xbox than ever before in Asia, largely because of Series S, where more than half of sales have gone to first-time, Xbox owners," said Spencer.

"Players can enjoy great quality games across all genres, including games on console PC, or cloud, and new titles from Xbox Game Studios and Bethesda the same day they launch with Game Pass.

"But it's not just about the here and now. We are building the gaming and content platform for the next 20 years. We want to continue making Xbox the best value in gaming. We've worked hard to make sure our games are available however you want to play. Choice is core to our vision."


A life-long and avid gamer, William D'Angelo was first introduced to VGChartz in 2007. After years of supporting the site, he was brought on in 2010 as a junior analyst, working his way up to lead analyst in 2012 and taking over the hardware estimates in 2017. He has expanded his involvement in the gaming community by producing content on his own YouTube channel and Twitch channel. You can contact the author on Twitter @TrunksWD.


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13 Comments
G2ThaUNiT (on 15 September 2022)

Series S continues to look like a big win for Microsoft! Both as an affordable price point and catering to the Asian market.

  • +12
VAMatt G2ThaUNiT (on 15 September 2022)

My impression is that it's working very well in every market.

  • +4
Imaginedvl VAMatt (on 15 September 2022)

Yes it is working well everywhere. This is really good for Microsoft :) They really turned it around for this gen. (granted... the bar was pretty low lol)

  • -4
smroadkill15 (on 15 September 2022)

Regardless of how some feel about the series S, it was a smart decision by Xbox and it's clearly paying off.

  • +5
darthv72 (on 15 September 2022)

The S is a great little companion system that (I think) many Asians will find appealing. Especially with all the new (to XB) stuff coming to gamepass.

  • +5
yvanjean (on 15 September 2022)

The Xbox Series S as turned out to be a much better console than I initially though it would be. It's ability to hit 60 FPS at lower resolution as really been impressive. With all the lower resolution TV and monitor around the world there still a huge demand for a cheaper console that target resolution at 1080P.

  • +1
scrapking (on 15 September 2022)

VGChartz: "...due to the success of the Xbox Series S and half of all sales have been to "first-time Xbox owners"."

Microsoft: "...the success of the Xbox Series S and half of all sales have been to "first-time Xbox owners"."

Are these statements the same? It seems to me like Microsoft is saying that half of Series S sales have been to first-time Xbox owners, but VGChartz has interpreted that as "all" Xbox sales in Asia (if I'm reading it correctly)? The language is admitted muddled.

  • +1
siebensus4 (on 16 September 2022)

Famitsu lifetime numbers are Series X 158k and Series S 165k. I wouldn't say that Series S sells much better than Series X in Japan... I guess it depends on which model they ship to Japan.

  • 0
Pemalite (on 15 September 2022)

You would think a console that has less power, tiny storage and no optical drive would be a detriment.

But in Asia with some extremely high amounts of internet bandwidth and already digital-heavy in the PC space... A super cost effective, tiny console... It's actually one of the perfect devices to sell in the region.

  • 0
Azzanation Pemalite (on 16 September 2022)

The big seller is probably the size. They love their small electronics

  • -1
LivncA_Dis3 (on 16 September 2022)

It's cheap that's why Asians prefer it...
But always if there's a chance and ready stock for ps5 they would get that in a heartbeat

  • -2
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