Time and effort. There's no way to say "Hey look at this, now join us!"
Sony won Europe over back in the PSOne era because Nintendo basically didn't care. Sony actually focused on Europe a bit. Of course, then the Wii released, and...
Sony has the edge over 360 in Japan because:
1) It has a JRPG that the Japanese actually LIKE enough to buy two million copies first week [FF13] (the Wii does, as well).
2) It's Japanese.
3) It has fifteen years of history in Japan, compared to Microsoft's 8.
4) Games are still system sellers in Japan, and Sony has a hell of a lot of franchises popular in Japan, not all first party, but all exclusive: Final Fantasy (in Japan), Gran Turismo, Yakuza, Metal Gear Solid, etc. The 360 has some second rate SE JRPGs and Star Ocean.
(Former) Lead Moderator and (Eternal) VGC Detective 
