The Last One
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Kato helped build Sony Group Corp.'s console into a dominant presence in the games industry over two decades with PlayStation. Since July, she's taken on a far more daunting task: selling the Xbox to studios who swear by Sony and Nintendo Co. She's counting on her dealmaking skill, Microsoft's global reach and her own local connections to finally make the Xbox a relevant player.
"Japanese publishers will definitely need us in expanding their business," Kato said in an interview. "It would be difficult to do that just with the PlayStation."
The Xbox unit, led by Phil Spencer, has been stepping up its foray into the world's third-largest economy, with the executive in September saying players can expect top-tier Japanese titles as Xbox exclusives in the future. His company has lagged mainstays Sony and Nintendo, but Kato brings the local experience and connections that it has long coveted. The executive said she was approached by Microsoft several times before she finally agreed to join.
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Kato doesn't expect negotiations with partners to be easy and anticipates there'll be plenty of adaptation required for Microsoft to increase its relevance in Japan's games industry.
"We face a challenge and that means there are still a lot of things we can and should change," she said.
"Microsoft offers huge scalability to Japanese publishers as there's virtually no country without Windows PCs," UBS Securities analyst Kenji Fukuyama said. "When it comes to access to game fans in emerging countries, Sony and Nintendo just can't compete with Xbox."
This Former PlayStation Executive Says Japanese Video Games Need Xbox to Grow
Microsoft Corp. is betting that Mena Kato — a PlayStation veteran who grew up playing Nintendo classics like Donkey Kong — will help it finally drive a wedge into the world’s No. 3 gaming market.
www.bloomberg.com