Microsoft stepping up Xbox sales campaign in China

Microsoft stepping up Xbox sales campaign in China
Takashi Sensui delivering the company's Xbox 360 Kinect to a Japanese customer

BEIJING - Microsoft is ramping up its sales campaign for the Xbox One video game console in China, seeking to take full advantage of its head start over its key rival, Sony's PlayStation.

The US software giant is working with Chinese electronics retailers and Lenovo, the leading personal computer maker, to give local consumers opportunities to experience the latest Xbox games while expanding its line of offerings targeting Chinese consumers, such as karaoke and dance programs.

Microsoft is striving to make its Xbox One a solidly entrenched market leader before Sony Computer Entertainment launches its PlayStation 4 in January.

The company is increasing the number of stores with facilities to allow shoppers to play games on the Xbox One.

Currently, there are some 4,000 retail locations in 37 Chinese cities including Beijing, Shanghai and Chengdu where people have access to some of the latest Xbox games, such as car racing and sports titles.

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