Microsoft Reaches for Secret Weapon to Win Over Japan - Vtubers

It's no secret that the Xbox brand is doing worse in Japan than PlayStation or Nintendo (although Sony is also starting to lose interest in its home market). Microsoft has decided to take some steps to change that. One example of such moves is its partnership with so-called vtubers, Shishiro Botan and Himemori Luna to promote Xbox Game Pass (via TwinFinite).

If you don't know what's a "vtuber", we rush to explain - it's is a person who conducts webcasts, but does not show his/her real selves. Instead, they use a virtual avatar/persona - in the case of Shishiro Botan and Himemori Luna, the personas resemble anime characters.

Interestingly, both internet users began their careers in 2020 (Himemori Luna in January, while Shishiro Botan in August) and are now quite popular. The streams met with a war reception from the community, showing gameplay from Microsoft's flagship titles and other games available through Xbox Game Pass (Gears 5, Microsoft Flight Simulator, Forza Horizon 4 or Control). In both cases, the livestream was followed by more than 100 thousand users, and the number of likes exceeded 10 thousand, with about 50 thumbs down.

Establishing cooperation with vtubers is certainly a sign of the times, but perhaps this is a way to reach the hearts of Japanese gamers. What do you think?

1. All You Need to Know About Xbox Game Pass
2. Xbox Game Pass - official website