What the "Xbox Tokyo Game Show 2025 Broadcast" Reveals About Microsoft's Multi-Screen & Device Strategy in Japan and Asia
Note: the original Japanese article can be found at:
https://www.4gamer.net/games/990/G999028/20250925040/
Writer: Takahashi Yusuke | 2025/09/25 11:30 (UTC)
Microsoft Japan streamed the online program “Xbox Tokyo Game Show 2025 Broadcast” on September 25, 2025, in conjunction with the Tokyo Game Show 2025.
This year, a total of 25 titles were introduced, with 16 developed by studios based in Japan and Asia. Nine titles came from Japan, two from South Korea, three from China, and one each from Singapore and Malaysia—emphasizing an “Asia-originated gaming experience.”
Additionally, announcements included new Japanese-themed content for Age of Mythology: Retold, a Japan-inspired map for Call of Duty: Black Ops 7, and a Japan-focused world update for Microsoft Flight Simulator 2024. These highlights underscored the focus on topics appealing to users in Japan as well as global audiences interested in Japanese gaming.
Main Titles Featured in the Broadcast
“NINJA GAIDEN 4” (Koei Tecmo Games) Thumbnail image No.002 / Multiscreen & multi-device strategy for Japan and Asia highlighted by “Xbox Tokyo Game Show 2025 Broadcast”
“Monster Hunter Stories 3: Twin Dragons of Destiny” (Capcom) Thumbnail image No.003 / Multiscreen & multi-device strategy for Japan and Asia highlighted by “Xbox Tokyo Game Show 2025 Broadcast”
“Romancing SaGa 2: Revenant of the Seven” (Square Enix) Thumbnail image No.004 / Multiscreen & multi-device strategy for Japan and Asia highlighted by “Xbox Tokyo Game Show 2025 Broadcast”
“SILENT HILL: Red Butterfly REMAKE” (Koei Tecmo Games) Thumbnail image No.005 / Multiscreen & multi-device strategy for Japan and Asia highlighted by “Xbox Tokyo Game Show 2025 Broadcast”
“Starsand Island” (Seed Lab) Thumbnail image No.006 / Multiscreen & multi-device strategy for Japan and Asia highlighted by “Xbox Tokyo Game Show 2025 Broadcast”
Japan-Related Updates
・“Age of Mythology: Retold”
New expansion themed around Japanese mythology — Heavenly Spear
・“Call of Duty: Black Ops 7”
New map inspired by Japanese themes
・“Microsoft Flight Simulator 2024”
Japan-themed world update
・“Forza Horizon 6”
Setting with Japanese-inspired elements
Prior to the broadcast, we had an exclusive interview session with Mina Kato, Managing Director of Xbox Asia. This year, her responsibilities have expanded beyond Japan to cover partnerships and global title launches across all of Asia. She is actively emphasizing the future potential of cross-platform, multiscreen, and multi-device experiences in line with the Xbox Play Anywhere strategy—communicating this vision directly to publishers and developers.
Mina Kato [Thumbnail image No.007 / Multiscreen & multi-device strategy for Japan and Asia highlighted by “Xbox Tokyo Game Show 2025 Broadcast”]
She expressed strong expectations regarding the recently announced ROG Xbox Ally, describing it as a collaboration that truly embodies the strategy Microsoft is advancing.
How will the Xbox platform shape new user experiences through titles originating in Japan and Asia?
— Over the past year, your scope of responsibilities has expanded. Could you share any insights or reflections from this experience?
Mina Kato (hereafter: Kato):
Firstly, I’ve had deeper engagement with our partners here in Japan. We’ve held numerous conversations about what Xbox aims to achieve and what we want to deliver. In those discussions, the unique aspects of Xbox—particularly its multiscreen and multi-device capabilities—have been warmly welcomed by our partners and have generated strong resonance.
Users also find it very convenient that they can play across multiple devices, and this feedback is reaching publishers directly. This, I believe, has created fertile ground for a wide variety of titles to come to Xbox.
— Are there any specific titles you’re particularly looking forward to?
Kato:
Of course—the arrival of iconic franchises like Dragon Quest and Monster Hunter on Xbox is something we all eagerly anticipate. It’s especially rewarding to think about how much Japanese players will enjoy these releases.
— Japan remains a unique market where Xbox consoles (home consoles) are growing faster than during the Xbox One era. Could this be related to your expanded regional responsibilities?
Kato:
I’m not sure (laughs). But while working closely with Japanese partners, I’ve personally observed how active Korean and Chinese studios have become. It likely made sense from a strategic standpoint to view Asia as an integrated region for greater effectiveness.
— When communicating global strategies to developers, what methods do you use? After all, simply relaying messages directly from headquarters doesn’t always convey the right nuance.
Kato:
Absolutely. We tailor our messaging and framing to align with local culture—we “localize” not just language but also context, timing, delivery method, and even data used in communications.
— Currently, some titles still experience delays or incomplete Japanese localization. What improvements are planned for the future?
Kato:
The final decision rests with each studio, but our team is consistently urging them to ensure Japanese users receive timely and complete support. We continue building close communication with studios to convey user needs effectively.
— How do you plan to expand Xbox’s community moving forward?
Kato:
Currently, we’re seeing a notable rise in PC players, meaning gameplay isn’t limited solely to consoles anymore. The key is reaching as many people as possible based on data-driven insights. Rather than focusing only on market share, our priority is creating an environment where users can play on the devices they already own—through Game Pass, handhelds, and Windows-based systems.
For example, recently announced integration allowing Xbox Cloud Gaming to run on LG Electronics’ in-car devices (related article)—we’re also planning to expand into smart TVs and other vehicles.
— In Japan, the broader concept of Xbox—as represented by Cloud Gaming and the ROG Xbox Ally—hasn’t yet fully taken root. Are you currently seeking the right moment for a major campaign?
Kato:
We’re constantly thinking about how best to communicate our message. Expanding the range of devices where users can play—from collaborations like ROG Xbox Ally, to smart TVs and in-car gaming—is key. In the long run, these efforts will help embody what we mean by the “broader Xbox.” So please continue keeping an eye on our progress.
— Romancing SaGa 2: Revenant of the Seven is now appearing. Historically, certain series have been notably slow to arrive on Xbox. Is this changing?
Kato:
In recent years, Square Enix has pursued a multi-platform strategy, and we’ve joined as part of that effort. While some franchises still need more catch-up work, our goal moving forward is to align our release pace with theirs.
— The addition of popular titles like Clair Obscur: Expedition 33 and Hollow Knight: Silk Song to Game Pass—is this resonating with Japanese players?
Kato:
Yes. I sense that the preferences of Japanese users are evolving. While many used to focus mainly on domestic games, there’s now greater exposure to global titles. Thanks especially to Game Pass, more people across Japan are enjoying globally appealing content.
The “Xbox Tokyo Game Show 2025 Broadcast” showcased a wide range of content—from new entries in popular series and Japan-themed experiences to fresh indie releases—clearly demonstrating Xbox’s strong commitment to the Asian market.
With gameplay now possible not just on consoles, but also on PCs, cloud platforms, handhelds, smart TVs, and even in-car devices, the ecosystem continues expanding. We look forward to seeing how these announced titles will broaden their user base—and what comes next.