As the fight for bestselling next-gen console heats up between Sony and Microsoft, the two are setting their sites on new markets, with Sony appearing to target the US and Microsoft seeking success in Japan.

Sony Sets Up Base in the US

Sony seems to have decided that it would rather have the USA in its cross-hairs. The reasons for this could be many, but Bloomberg has reported that it is possibly down to poor sales of the PlayStation 4 in Japan.

The console has sold over 112 million units globally, yet Japan accounted for only around eight percent of this impressive total. Statistica puts the total number of PS4 units sold in the US at 30.11 million, which is huge in comparison to Japan's efforts.

According to sources, Sony's 2016 decision to move its headquarters to the US is based on profit and the size of the market in the US. However, Sony has strongly refuted the claims, citing the Japan-first launch of the PS5 as evidence and stating the importance of the Japanese market.

Microsoft Sets Sights on Japan

It would seem like this is one big game of Risk, as Microsoft has decided it is going to apply some marketing muscle in Japan. This makes sense; the Xbox's presence in Japan has hardly been awe-inspiring.

Since its launch, the Xbox has been something of a niche console in Japan. Perhaps less so at first, given that the console initially had Japan-only exclusives.

Related: Xbox Series S Games Are Smaller Than Xbox Series X Games

However, the Xbox One was launched almost a year later in Japan (September 2014) than it was in the States (November 2014). It is maybe unsurprising that the Xbox hasn't performed as it should in the third-largest gaming territory on the planet.

This is about to change, as Microsoft has been trying to attract gamers to its new consoles. This is a big step for Microsoft, as it means Japan could become the second-largest Xbox community, globally, which begs the question of why Microsoft has been ignoring this market for so long.

Nintendo Is Still Big in Japan

nintendo-switch-lite

Thanks to its Nintendo Switch and Switch Lite consoles, Nintendo continues to dominate the market in Japan.

So, it goes without saying that wherever they have its headquarters, or however much marketing they throw at the region, Nintendo's rivals are going to have their work cut out trying to elbow in on Japan.

However, Nintendo has nothing new to offer console-wise yet, so Sony and Microsoft may pose a threat in that sense.

Statista has Nintendo at 4.4 million Switch units sold in Japan in 2019 alone, compared to the PS4's 1.1 million units sold and the Xbox One's pathetic-sounding 8,000 units sold.

If domination or retention of the Japanese market is the name of the game for Microsoft and Sony respectively, both are really going to have to pull the rabbit out of the hat when launch day arrives for the Xbox Series X/S and PlayStation 5.