Phil Spencer Discusses Xbox Strategy for Japan, Game Development, and Hardware at TGS 2025
Microsoft Gaming CEO Phil Spencer shared major insights related to Xbox's expanding presence in Japan during his Japan visit for Tokyo Game Show 2025, the upcoming exclusive titles, and the evolving hardware and multiplatform strategy for the brand.
Increased Growth and a Resurgence of Interest in the Japanese Market
Spencer declared that Xbox in Japan has enjoyed tremendous momentum, adding that total playtime across consoles, PCs, and cloud has risen by about 20% within the past year.
"The PC side is increasingly being considered relevant across what Japanese players are doing,"said Spencer. The new development will reinforce Xbox's commitment to the region, corresponding to the details stated during the "Xbox Tokyo Game Show 2025 Broadcast", which featured 25 titles along with Japan-themed content for games like Forza Horizon 6 and Call of Duty: Black Ops 7.
Updates on Big Titles from Xbox Game Studios
Spencer revealed what was up with several most awaited titles and supported by Xbox Game Studios.
OD (Kojima Productions)
Spencer's enthusiasm for Hideo Kojima's new horror game has been described as "very bold." He confirmed that Kojima Productions and Xbox Game Studios are in close collaboration for the development, especially that Xbox has expertise with the Unreal Engine 5. He, however, did not provide a release date due to development delays involving the SAG-AFTRA strike in 2023.
NINJA GAIDEN 4 (from Koei Tecmo & PlatinumGames)
Since being released on October 21, 2025, Spencer is assuredly so confident that long-time fans of the game will be mesmerized while serving as a good entry point for new gamers. The yearnings of Xbox Game Studios to market and publish this title came out of an intent to reinstate it in the iconic lineup. Xbox gives marketing support and funds for the project.
The Future of Xbox Hardware and Multiplatform Strategy
When he was asked about future plans for the next Xbox, Spencer anticipated a different direction for the immediate future. He pointed at the "ROG Xbox Ally" that is to come from ASUS and is due out on October 16, 2025, as the next significant hardware item. He referred to it as a handheld device that will demonstrate how the Xbox software platform will continue evolving and joining all devices in the future.
As a testament to Xbox's commitment to having first-party titles released on other platforms, Spencer cited the examples of Indiana Jones and the Great Circle and Forza Horizon 5, which received much business success and good response on PlayStation 5. This strategy will also be extended to include the Nintendo Switch 2, with planned titles designated for the console like Tony Hawk Pro Skater 3+4.
What Lies Ahead for Halo and Forza
Spencer also mentioned what will be happening to major Xbox brands:
Halo
Halo Studios (formerly known as 343 Industries) will be focusing on future efforts that also include the switch to Unreal Engine 5, and Spencer will make sure the team gets time and investment for the next installment to be "made into something great" for gamers.
Forza Motorsport
Speaking of the recent scaling-down exercises at Turn10 Studios, Spencer noted that the flexible structure of Xbox Game Studios allows them to develop a little longer time and reduce constant pressing which managed to safeguard the core franchises for the long term carefully.
Spencer ended with this pledge of never-ending respect for Japanese gaming culture and gratitude for the ever-growing community, announcing further announcements in due course as Xbox continues to strengthen its partnership in the region.
Source: famitsu
