ABSTRACT
Microsoft took over all the giant electronic billboards in Times Square, and Bill Gates personally gave away the first Xbox midnight. On March 14, 2002, the console launched in Europe, but adoption there was also slow, causing Microsoft to lower the price in an attempt to stimulate sales. The event was media only, and he told the assembled crowd that Microsoft was ushering in the next generation of video gaming. Gates said, “For Microsoft it is very important to be successful in Japan.” In probably the high point of the event it was reported that Gates won an Xbox racing game against Japanese pop star Yoshiki, a member of a group called X-Japan. Whether Phillips’ claim about for failing to use some of their best assets is valid or would have made all the difference is debatable, but what isn’t debatable is that Xbox was a pretty definite failure in Japan.
