Microsoft is taking a bold step into uncharted territory. The company is teaming up with BesTV to bring Xbox One to China this September. Xbox One will be the first major console to launch in China since the country banned games consoles in 2000. The console ban was lifted late last year.
“On behalf of the entire Xbox team, we are incredibly excited to bring Xbox One and the next generation of games, entertainment, online education and fitness to China,” Microsoft’s corporate VP of marketing and strategy for devices and studios Yuself Mehdi said in a statement. “Launching Xbox One in China is a significant milestone for us and for the industry, and it’s a step forward in our vision to deliver the best games and entertainment experiences to more fans around the world. Enwei Xie will lead Xbox China as general manager, bringing years of Microsoft experience both in China and abroad.
“Today is the next major step in the partnership with BesTV since forming our joint venture, E-Home Entertainment, during the Shanghai Free Trade Zone expansion in September of last year. We are also honored that E-Home Entertainment was the first company registered through this expansion and look forward to bringing our shared vision with BesTV to reality in China.”
China, which has not seen a new console in over 14 years, could be a lucrative country for Microsoft who has been struggling to sell the Xbox One console worldwide. It is unknown if Sony or Nintendo will bring the PS4 and Wii U to China.