Regulators in China have created a huge problem for Microsoft

By | 11.12.2018



Regulators in China have created a huge problem for Microsoft

For 14 years in China operated a restriction that has barred the sale of gaming consoles in the country. Now, when the ban was lifted, Microsoft began offering Xbox One in 4000 stores across the country. The problem, however, is that none of the most popular games available for sale in connection with government restrictions, according to Bloomberg.

The software giant became the first major player in the industry, which began sales in China, beating Nintendo and Sony. However, the Xbox manufacturer will have to deal with a generation that learned to play games on smartphones and tablets, not consoles. The other big problem facing the company is the fact that sales in the Chinese market was allowed only 10 games.

Chinese regulators concerned about the content of games, including violence. Among the affected games there are popular titles like Destiny and Call of Duty: Advanced Warfare Day Zero Edition.

China banned gaming consoles in 2000 – a year before the start of sales of the first generation Xbox. The government justifies the ban by the desire to protect young people from violence and bad influences of video games. However, the console was available on the black market in China.

In January of this year, China lifted the ban, but the Ministry of culture and other state agencies will actively participate in the regulation of games content for these devices. Currently, the market in Asian country offers games in which there is no violence, including Forza Motorsport 5, Kinect Sports Rivals and Zoo Tycoon.

Halo: The Master Chief Collection, Destiny and Call of Duty is one of the top 10 best selling console games in the US (according Amazon.com), but they are not available in China. However, Microsoft and its partners are going to launch in the Chinese market 70 games, including Halo and Killer Instict, says a spokesman for the company.

The Xbox One went on sale for the price of 4229 yuan ($700) with Kinect. For comparison, in USA the price is 499.99 dollars.

The prices are different and depend on market conditions, taxes and exchange rates, says Microsoft. Even though the hardware is more expensive than in the US, games are available at much lower prices than in America.

Stay ahead of the competition in China is vital for Microsoft, which is inferior to Sony in sales. Last month sales of Playstation 4 exceeded 10 million units. This is more than twice the sales of Xbox One.




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