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Forums - Sales Discussion - Why doesn't Xbox sell as well as Switch or Playstation in Europe?

What is the main reason?



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There's a general attitude in mainland Europe that is wary of the USA, as opposed to a general attitude in the UK that they rather be closer to the USA than mainland Europe, both politically and economically. This is why the console market of the UK is at odds with the countries of mainland Europe, because the general perception of the USA differs greatly.

From the perspective of mainland Europe, Microsoft is pretty much the poster child of what it means to be American, capitalistic to the degree of being oppressive. If Microsoft can be reasonably avoided, then that's what most people in mainland Europe will do. Xbox has a very similar game catalogue as PS, but it's not of much use even at lower console prices; Xbox tends to have better deals in retail chains, but people would rather pay a little more to get the same games.

There are no special feelings in either direction towards Japanese companies, so Nintendo and Sony carry no baggage like Microsoft. The only noteworthy exception is France which seems rather fond of Japanese culture and entertainment, hence why anime used to be popular in France well before other European countries; so being associated with Japan counts at least as a small advantage instead of being irrelevant.



Legend11 correctly predicted that GTA IV (360+PS3) would outsell SSBB. I was wrong.

A Biased Review Reloaded / Open Your Eyes / Switch Shipments

It has a few things going against it in that region.

-Last to market
-No huge exclusive IP that has massive appeal to Europe
-PS already has advertising in place on key software like FIFA.

Bear in mind that the Xbox 360 managed to sell an incredible 26 million units in Europe. Ms has plenty of potential there. Xbox One being bundled with Kinect, more expensive than PS, technically weaker, and pushing TV (zero appeal in the EU) are all issues that massively hindered sales in the region and worldwide. I expect we will see a much more competitive Xbox in the region this generation.



 

It's not that it sells worse in Europe, it just sells unrealistically high in the US. It really is a miracle that it sells as much as it does.



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Dallinor said:


-PS already has advertising in place on key software like FIFA.

Xbox had that, and exclusive content too, for a fair chunk of the last gen.



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vivster said:

It's not that it sells worse in Europe, it just sells unrealistically high in the US. It really is a miracle that it sells as much as it does.

This. No idea why it sells half as "good" as it does to begin with, with the little amount of games it gets.



vivster said:

It's not that it sells worse in Europe, it just sells unrealistically high in the US. It really is a miracle that it sells as much as it does.

Americans are patriots. There were also more than 70 million people who voted Trump, so it's not a miracle that there is a large number of Americans who want to buy an American box.



Legend11 correctly predicted that GTA IV (360+PS3) would outsell SSBB. I was wrong.

A Biased Review Reloaded / Open Your Eyes / Switch Shipments

Europeans seems to be pretty loyal to their entertainment brand

Following music charts, the english speaking acts that sells well in Europe tend to sells well for almost 20 years there, hence 80's rock band and pop singers still making huge sales in the mid 2000 while in USA their careers were pretty much done almost 10 years before. It's not like those singers were getting massive hits, but they were selling consistently well to their already stable and mature fanbase

Following box office performance, I see exactly the same pattern. Europe seems to be the least likely market for a new blockbuster enjoy a massive financial sucess, Europeans would rather watch another Star Wars, Harry Potter or Lord of The Rings movie. Animations are the exception, as they target families and children mainly anyways

With that in mind, I will make a bet. If anyone can get a demographic breakdown of european hardware sales I will bet Sony customers are on average older than Xbox's. Sony has a strong presence in European market since PS1, it was the first company to trust in Europe and europeans are still loyal for them. Nintendo was there, but without a big presence it was mostly a niche company on home console markets, being very strong with handhelds a position nobody challenge

Of course brand loyalty will only explain a fraction of the edge Sony have over Nintendo and Microsoft. No matter how strong your brand is, if you releasing an unappealing product people won't buy it period. Not even Japan bought Wii U to illustrate that. As said before, 360 did fairly well in Europe, showing there was indeed potential in the market, but MS screwed all that with the anemic XBONE. To make things even worse Nintendo Wii U bombed hard destroying for good any chance of Microsoft touching Sony sales



If I had to make a guess in just a few words, I'd say that Xbox sells less than PlayStation because of the difference in brand recognition and less than Switch because of the lack of portability (or any other distinguishing factor).



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Also...

Please, feel free to correct my English.

PC gaming was and is pretty big in Europe. If you have a gaming PC, an Xbox almost won't give you anything that you don't already have, especially now with Gamepass.

A Playstation or a Switch however bring their exclusives into the fray, making them a potential console of choice even if you have a gaming PC.