It is a well-known fact that the Japanese market is yet to embrace Microsoft's foray into the home videogame console market. The original Xbox flopped in the region and despite attempts to provide the market with Japanese-flavoured titles, the Xbox 360 isn't doing a lot better.

However, the machine’s group product manager Aaron Greenberg explains that Microsoft doesn't necessarily need Japan if it is to win the current console war, reports Next-Gen:

"For us, winning on a global basis doesn’t mean winning every single market,” he said in a group Q&A session during the Tokyo Game Show. “We’ll win some, we’ll lose some, but the key is to win across the sum of the parts. So we feel like winning in North America, winning in Europe and doing very well in Asia’s important, but I think that if you talk to publishers, you can win on a global basis by leading specifically in North America and Europe.”

That said, Greenberg is keen to see how the Japanese receive the likes of Halo 3 and Lost Odyssey and is optimistic about the future of the Xbox 360 in the territory. “Gaming is still the big industry here, so I think that we can continue to have a business here and grow our business here,” he concluded.