Microsoft: We understand European loyalty to Sony

[.KICK]

In a short period that has seen Microsoft trumpet record sales figures in the UK and Europe, the company has told GamesIndustry.biz that it will continue to cater to the European market with regional specific content.

Head of Microsoft Game Studios Phil Spencer has even said that he understands the loyalty that European consumers have traditionally held for Sony products, and his team is working hard to create games that appeal to niche demands.

"I understand as a gamer the brand that Sony has here, and the work that we need to do to build content and franchises that uniquely resonate with the customers in the different European markets," commented Spencer in an interview published today.

"Investment in studios, investment in people on the ground creating games is critical to us succeeding in this market."

The Xbox 360 has sold over six million units in Europe, 2.3 million of which are in the UK alone.

"We look at our success to date, and we understand... that having content creators and content that is very tailored towards the European market is incredibly important, especially in the console space in the competitive environment that we're in," added Spencer.

It's not just titles for Europe, but further dividing content between countries on the continent, that Microsoft now hopes to do, in a similar move to Sony's region-specific SingStar releases.

"Ensuring that when games come out, as with Lips and other things, that we tailor those games to the specific markets - so if you're in Spain and you want to hear a Spanish pop song, you should be able to do that, and we're doing the work to enable that functionality. That is important," detailed Spencer.

Spencer concluded that European-developed software and content is crucial to Microsoft's global business, with some of the company's most successful brands developed in the region.

"Europe specifically - I think I did the math about a year ago, so it might even be higher - but over 40 per cent of MGS games historically have come from Europe, when we think of Project Gotham Racing, Crackdown, and all the different things that we've done here.

"That shows both the content creation community that's here, and also how important it is for us that we have content that comes from Europe - it tends to do well in Europe - so let's make sure that we continue to invest."

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[Sethos]

Hey Microsoft, some of us are loyal to you ... Bring me aboard the spaceship, pleeease :cry:

[DrunknMunky Veteran]

Once they sort out a proper coherent movie service like they have with USA, I'm perfectly happy with MS and their strategy in EU (Y)

[-T- Member]

I'm originally from Europe and I know of no such sony loyalty, the only loyal ones are those whom don't know better. :ninja:

[+Audioboxer Subscriber²]

I'm originally from Europe and I know of no such sony loyalty, the only loyal ones are those whom don't know better.

Dude don't be ignorant, it's well known Europe has historically been Sony land, and in many respects still is (more PS3s have been sold in Europe than USA so far).

What MS have proven this generation is with a good competitor you can break loyalty.

After 5/6 years though we'll just need to see where the sales ratio of consoles are.

[mad_onion]

i wouldn't say it was so much loyalty as just that sony was the only choice with ps and ps2. everyone had them. some people might just think the same is true this gen and that they should just get a ps3. nevertheless, most people i know think that the 360 is the right choice and we publicly laugh at people with ps3. that might just the people i know though....

[DrunknMunky Veteran]

Actually he has a point. In my circle of friends there isn't even one "Sony" fanboy. Before you even say it, it's not because I refuse to mingle with them either :p

I actually find myself defending Sony when we're talking about games, more and more these days. Madness I know! There was definitely a lot more loyalty around last generation, especially when I was at school and there probably wasn't a day went by without someone talking about GTA and PS2. How I hated that time :p

[-T- Member]

Dude don't be ignorant, it's well known Europe has historically been Sony land, and in many respects still is (more PS3s have been sold in Europe than USA so far).

What MS have proven this generation is with a good competitor you can break loyalty.

After 5/6 years though we'll just need to see where the sales ratio of consoles are.

My comment was meant in jest, I know for some reason the majority of 15-30 year olds in Europe, are all blindly tied to Sony. I've worked in retail selling the things during the time of the Dreamcast, and could tell things were bad as people wouid refer to any console as a playstation.?

[+Audioboxer Subscriber²]

i wouldn't say it was so much loyalty as just that sony was the only choice with ps and ps2. everyone had them. some people might just think the same is true this gen and that they should just get a ps3. nevertheless, most people i know think that the 360 is the right choice and we publicly laugh at people with ps3. that might just the people i know though....

i wouldn't say it was so much loyalty as just that sony was the only choice with ps and ps2

Incorrect on one level, there were other viable consoles on the market.

However casuals are like sheep sometimes, what their neighbours/friends have, they'll buy. Check the Wii virus for an example of that :p

Meaning due to the popularity of the PS/PS2, a snowball effect probably was in place.

and we publicly laugh at people with ps3

Ahh you sound like an awesome gamer to be around :rolleyes:

My comment was meant in jest, I know for some reason the majority of 15-30 year olds in Europe, are all blindly tied to Sony. I've worked in retail selling the things during the time of the Dreamcast, and could tell things were bad as people wouid refer to any console as a playstation.?

Ah right okay.

Yeah, what you're saying is definitely true.

It was quite sad for the competition, but that's the way it ended up over here...

This time around competition is definitely better(Y)) But I still think for this generation, you'll see region loyalties to some extents.

[-T- Member]

I used to think Glasgow was bad for PS bias but since migrating down under, it's been much much worse. They're PS mad down here, which is surprising considering the price of them. It's also annoying how the Aus PS store seems to be in a world of it's own. I'd love to get Burnout :(

[DrunknMunky Veteran]

There's a new wave in control now in Glasgow :devil:

[+Audioboxer Subscriber²]

There's a new wave in control now in Glasgow :devil:

Yeah, maws buying Wii's .... :/ .... (N)

[DrunknMunky Veteran]

lulz, maws, ah can't wait to see the yanks confusion over that one..

[theyarecomingforyou]

I know of no such loyalty to Sony in Europe. Even the people I know with PS3s prefer the X360.

[Green_Eye]

Once they sort out a proper coherent movie service like they have with USA, I'm perfectly happy with MS and their strategy in EU (Y)

+1 (Y)

[Si_]

There's no question Europe has been Sony territory, they brought it home with the PS2. Unfortunatly you're only as good as your current generation, and it shows where Sony have got it so wrong this time around and MS so right loyalty is quickly changing.

[Pheee]

They just need to make Little Big planet on Xbox360 and I didnt need to buy a PS3, well except for KillZone 2, oh and Resistance 2, and probably some other games.

I have had xbox 360 from launch, and Wii from Jan 07 - today, and now Ps3 Today to...

I am no fanboy of any, I was just waiting for the games I would like to play on Ps3.

[Fourjays Veteran]

Try cutting the cost of Live in Europe - it seems ridiculous to me that a digital product costs twice as much here than the USA. I've never agreed with the double cost for physical products (an increase, yes, but not double), but doing it on a digital product is a clear rip-off. Although Sony haven't been much better in the department of treating Europe equally.

Both need to treat Europe the same as they do USA and Japan, instead of just treating us as second rate consumers while charging us through the roof. Whoever does this first gets my vote.

Despite that, games are more important to me. If LBP was on the 360, I'd get a 360.

[neoadorable]

agree with the post above - from everyone involved in the industry, equal distribution of happiness would be most appreciated. MS can set an example by making Live truly global and universal.

other than that, i say give Glasgow back to nature, maws and all.

[Matrix XII]

Yeah I've always thought Europe had a big loyalty to Sony, especially last gen.

[Argote]

lulz, maws, ah can't wait to see the yanks confusion over that one..

Care to explain?

[AbandonedTrolley]

Care to explain?

Yer maws a dirty slapper - Your mother is sexually promiscuous and lacking in bodily hygene

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[OtRaS]

Whos, maw???