Microsoft is the first foreign console making company to enter the massive China market after the government decided to lift the product ban that has lasted 14 years.
The launch, which had been delayed for a week, occurred at a time when the company faced investigation from the Chinese government. The allegations revolved around the company's "monopoly actions" on other products, such as the flagship Windows OS found in most computers in China.
In January, China began to formally authorize the domestic retailing of game consoles made in Shanghai, the nation's first free trade zone (FTZ). This marked the end of the government ban on the products, which began in 2000 due to worries on the game content. The FTZ had already been established for a year.
Some of the titles that are available to Chinese gamers include Zoo Tycoon, Max: The Curse of Brotherhood, Kinect Sports Rivals and Forza Motorsport 5. All of the titles are said to be free from any graphic violence. The game title Naughty Kitties is exclusively available to the China market. It was created by local developer Coconut Island.
At a Chinese electronics shop in Shanghai, the salesman claimed that the store sold over 30 limited edition consoles that are priced at $699. He added that they had to stay open after midnight to accommodate the shoppers. In China, a more basic package would usually retail at $602.
In the U.S., however, the price for the basic console is set at $400 while the Kinect is sold at $500.
Apart from the higher price tags, consumers in China also complained about the few available titles and the lack of their favorite games. Currently, there are only 10 game titles that are available for the Xbox One game console.
Popular games such as Halo, Killer Instinct, Destiny and the Call of Duty series are not available. Microsoft promises to bring more than 70 titles to China in the next days ahead.
"I'm not interested in any of the 10 games provided on the Xbox now," said Wang Song, a game developer. "I'm waiting for Halo and Titanfall."
According to the rules of the FTZ, games should pass scrutiny by cultural authorities. In order to pass, a game must not have any violent, obscene or politically sensitive content.
Nick Ning, an analyst from 86Research Ltd, estimated that video game sales in China will jump 39 percent to about 111 billion yuan before the year ends. However, only 5 percent of the market will go to consoles.
