The August issue of Famitsu Xbox marks the fourth time Dead or Alive has made the front cover in the past year. Granted, it’s not Microsoft that decides what will make the magazine’s cover; the choice is with Famitsu’s publishing company, Enterbrain. But it is Microsoft’s responsibility to get the word out to the public and members of the media that Xbox is more than just Team Ninja and the nubile girls of Dead or Alive.

The most regrettable thing about Dead or Alive Ultimate co-opting this month’s cover is that America’s 800-pound gun-toting gorilla, Grand Theft Auto, is hitting Xbox on July 29—so far without a yen spent on advertising. All the while, the PlayStation 2 version of Grand Theft Auto: Vice City is making headway in the Japanese market.

Backed by an aggressive marketing campaign and a strong push from magazine editors, Vice City has so far gunned down its summertime competition with nearly half a million copies sold to date, becoming the best-selling game of June and statistically proving that quality Western games can indeed gain traction in the fickle Japanese market.

Japanese gamers with a curious interest in this new “GTA thing” would be wise to wait one more month for the Xbox Double Pack. As XBN readers most likely already know, not only does it include both Grand Theft Auto III and Vice City, it also boasts better graphics and supports custom soundtracks. And at 7,600 yen, Japanese gamers can get both games for about the cost of one of the games on PS2. But who can blame Japanese gamers? They don’t know what’s coming out July 29. Isn’t that what marketing is for?

In a recent interview, Mike Fischer (see page 28) commented that yoge (Western games) are one of Xbox’s biggest strengths in Japan. Why not play to that strength and push the biggest game series to come out of the West so far this century?

Fast Fact

160 Titles - The number of games available to Xbox owners in Japan to date.

Copyright © 2005 Ziff Davis Media Inc. All Rights Reserved. Originally appearing in Xbox Nation.