Although sales of Microsoft Corp.’s Xbox One are strong in the U.S., in Europe the situation is different and sales of the platform are rather low. Microsoft admits that it has issues in Europe and needs to somehow improve sales of its game consoles in the region.

“We need to do better in Europe,” said Phil Spencer, the head of Microsoft Xbox division, said in an interview with Edge, reports VideoGamer. “When I look globally, mainland Europe is definitely an area we want to focus on.”

Sony claims that in some countries its console market share is around 70 per cent. The head of Xbox business unit argues that Sony’s consoles have been historically popular in mainland Europe. Nonetheless, to outsell PlayStation 4 in the U.S. and the U.K., the world’s largest developer of software had to slash the price of its Xbox One.

“Sony does a really good job in those markets, and they have a long history – long before we were in this business – and they have earned the success that they get in those regions,” said Mr. Spencer. “I watch what they do because they do a lot of good things, and I want to make sure that we're being smart about succeeding. And there are places like Latin America where Xbox does really well, and in the U.S. the numbers keep going back and forth – it is good competition which I think is good for everybody.”

This week Microsoft began to roll-out plans for Gamescom and the company pins a lot of hopes on the upcoming titles for Xbox One.

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KitGuru Says: Microsoft cannot slash the price of Xbox One in select countries to outsell Sony PlayStation 4. As a result, it will have to find ways to make its gaming system more popular without cutting its price.

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