Microsoft is looking to strengthen its marketing in Japan

The Japanese division of Xbox is looking for a senior manager to improve the brand's marketing in the Asian continent in general, although with a greater focus on what is purely Japanese.

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We’ve always said that the Achilles’ heel of Xbox and Microsoft in general is marketing. Failing to connect with people, stumbling over initiatives, and having a lackluster presence. I’m convinced that it’s not as simple as it seems, but you know, from the outside, everything looks easier.

The thing is, little by little, with the cards already on the table regarding exclusives, it seems that the Americans are slowly realizing that there’s no success without connecting with people and investing in marketing. I’d love to see more presence from Xbox Game Studios in Europe in general, but I understand that Japan and, by extension, Asia, may be more lucrative markets right now.

Improving marketing in Asia seems to be a priority for Xbox

The company is looking to strengthen its team by hiring a Senior Manager for global Xbox products. Among their responsibilities, I highlight the fact that they will have to oversee Xbox’s marketing relationships with designated game developers and publishers in the Asia Pacific region, with a priority focus on key Japanese partners. This seems to imply that they should take into account the Japanese idiosyncrasy, and we might see some purely Japanese content arrive on the console, which is a good thing.

Then there are more general tasks, such as setting up marketing campaigns in Asia, increasing visibility for Game Pass and Play Anywhere, or forging partnerships with third-party partners.

On the Microsoft Gaming team, we aspire to extend the joy and community of gaming to everyone on the planet. The gaming marketing team is looking for an external partner marketer with a passion for the gaming business. The third-party team works with external game publishers to create integrated global marketing strategies designed to delight fans and drive brand success and affinity for partner games and the Xbox gaming ecosystem.

You will develop, coordinate, and optimize integrated global marketing strategies, supporting multiple global gaming partners. The ideal candidate will have experience and knowledge of the gaming ecosystem, and demonstrate the ability to think strategically and analytically about the business and competitive landscape, as well as create programs that mutually benefit Xbox, our partners, and gamers. You will demonstrate excellence in marketing integration, category knowledge, partner management, and relationship development.

For me, this is always good news, but we’ll have to wait and see what actually materializes.