This story was updated at 3:27 pm BST after Xbox's TGS showcase.
Xbox cut the price of the Xbox Series S in Japan just a few weeks after announcing the launch details for the affordable next-gen console.
As reported by FamitsuThe S Series price, excluding taxes, was reduced by JPY 3,000 (USD 29 / £ 23) to JPY 29,980. Xbox Series X pricing in the region (JPY 49,980) will remain unchanged.
The price cut follows announcements for the PlayStation 5 launch last week and positions the S Series a full JPY 10,000 (USD 96 / £ 75) cheaper than the PS5's Digital Edition console, which retails for JPY 39,980 (USD 385 / £ 303) GBP) will be available at retail outlets. Pre-orders for Series X and S in Japan start tomorrow.
Xbox hosted a live stream presentation during the Tokyo Game Show digital event on Thursday calling Japan Xbox "the world's fastest growing region".
Xbox boss Phil Spencer claimed the platform owner had learned from past mistakes and intended to better serve Japanese gamers of this generation of consoles.
Xbox has made no secret of its intention to improve its position in the Japanese market, and a worldwide launch of the X and S Series in November is a huge improvement over the last console, Xbox One, almost a full year after the Western arrived in the region is starting.
Earlier this year, Xbox CEO Phil Spencer said he felt the platform's market position in Japan was unacceptable and promised to do "a much better job" with the launch of Series X in the region.
Spencer has also stated on multiple occasions that he would would like to add a Japanese developer to Xbox's studio offeringto create content that will better appeal to the Japanese audience.
In a July Jeux video In the interview, Spencer said the Xbox Japan team worked "really hard" to build relationships with developers in the region.
"We know that gamers around the world want great games from some of the best developers in the world, and we know many of them are Japanese developers," he said.
"I've been proud of the progress we've made over the last 4 or 5 years. At E3, we've always had a really strong idea of Japanese-made games on our stage.
“We know that we are not a Japanese platform company. We know we must work to restore the confidence of the Japanese creators. We believe this will happen over time and we will continue to listen to what they are looking for and what they need in order to reach this global audience. "
He added, "We know that making sure that great developers in Japan feel like Xbox is a platform to thrive on is critical to our strategy."
According to market research company IDCXbox One generated only 0.3% of its global sales in the region. in the Famitsu annual sales report For 2018, Xbox One is said to have sold just 15,339 units for the full year (up from 1.7 million for PS4 and 3.5 million for Switch).
PlatinumGames 'Hideki Kamiya recently told VGC that Xbox could do more to promote Japanese gamers' tastes for their console.
"If I shared my innocent opinion as a gamer, I would say that the Xbox has always felt like something strange and distant since it was launched in Japan," he said. "It doesn't feel like it was ever grown for Japanese tastes."