Xbox has been on the verge of a storm over the past few weeks.Both players and developers are criticizing Microsoft's recent series of "anti-consumer" operations.To make matters worse, the company seems to be "digging its own grave" because Microsoft executives have made it clear that the next generation Xbox console will be an "expensive product", with a price that is said to be twice that of the PS6.

As the debate over Microsoft's future in the hardware market intensifies, Microsoft Gaming CEO Phil Spencer is still actively building momentum for the brand.He not only promoted the upcoming new handheld console "Xbox Rog Ally X", but also used data to prove the growth of the platform in the Japanese market.

"In the past year, Xbox game play time in Japan has increased by about 20%. This data includes console, PC and cloud games."

In an interview with Famitsu, Spencer revealed that total play time on Xbox devices in Japan has increased by an astonishing 20% in just one year.He pointed out that this statistic covers the use of console games, cloud streaming and Play Anywhere cross-platform features on PC.

Spencer further explained that the growth of these three major platforms is quite balanced, but the growth rate of PC is slightly faster because PC is becoming more and more important among Japanese players.

He also said that as long as Xbox can continue to launch content centered on Japanese culture, the brand will have the opportunity to further expand its influence locally.Microsoft has already started working on this plan - for example, "Forza Horizon 6" will be set in Japan, and Spencer believes that not only Japanese players, but global players will also like the strong "Japanese style" in the game.

In addition, "Call of Duty: Black Ops 7" and "Microsoft Flight Simulator" will also add Japan-related content.It can be seen that Microsoft is trying to launch a new round of challenges on the "home court" of Nintendo and Sony.