Perhaps a bright and early launch at an upmarket department store in one of the city's entertainment hotspots demonstrates an understanding of lacked when they stumbled into town with the original Xbox. The 360 launch was a casually understated affair, not so much brash or arrogant, but quietly cool, just the kind of introduction the 250 reported attendees might enjoy. The 7am kick-off at Tsutaya was certainly not low-key in the traditional sense, but compared to midnight parties in deserts it was certainly rather more down-to-earth, reflecting the tough work ahead for Microsoft if they are to crack this key gaming nation. Numbered tickets for the first eighty machines on sale ensured a clamour-free launch, and just reward for those gamers who had waited out on a freezing Tokyo morning to ensure a first taste of the HiDef revolution.

Nippon broadcasting DJ Hisanori Yoshida entertained the crowd as opening time neared, recounting tales of fun in 2 and expressing excitement about the new console. Microsoft Japan boss Yoshihiro Maruyama also took to the stage, addressing the burgeoning crowd with a speech GameSpot translated thusly: "Thank you all for coming so early to the countdown ceremony today," said Maruyama. "We've finally been able to make our way to the 360's launch here in Japan. We've all been doing our best to respond to everyone's expectations, and we're finally going to be able to deliver it today. We're anxious to see if everyone will enjoy it."

Muruyama spoke of his penchant for games, and waxed lyrical on his high hopes for Project Gotham 3, out in Japan next month, which he said beautifully recreates world cities like Tokyo as well as London, New York and more in high-definition perfection. Xbox chief also addressed the crowd, to cheers and growing excitement, bidding the masses a hearty good morning in Japanese before continuing to speak of the system's ambitions and early success in other corners of the globe. Finally, a 360-second countdown commenced (featuring games developers), before the store opened and the eager crowd huddled into Tsutaya. The lucky first customer was a 22-year old Tokyo graphic designer, who spoke of how the Xbox Lounge captured his interest in HiDef gaming. Just what Microsoft were hoping to hear, no doubt. The store sold out its initial allocation within half-an-hour, but other gaming outlets across the nation did not enjoy such excitement, stocks remaining beyond the weekend.

Six titles launched alongside the new 360, with a further four due by the end of the year. Microsoft also told Japan that more brand new games would be announced before the year is out, whilst more details on other forthcoming games would also be offered. We'll keep you posted on Microsoft's push into Japan as we get it.

By Luke Guttridge

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