Microsoft
has launched the Xbox One in China - becoming the first major console maker to
enter what could be a massively lucrative market.
The
first consoles were sold in Shanghai, priced at 4,299 yuan ($699, £430). Sony
and Nintendo are yet to launch their respective products.
In
January, the Chinese government lifted a 14-year ban on consoles, made because
of worries over content.
However,
many popular titles, such as Call of Duty, will still be banned.
Only
10 games were available to buy on the Xbox One's release - but Microsoft has
said 70 titles are in the pipeline.
Beating
its rivals to the market may give Microsoft a much-needed sales boost. Its
console is currently being outsold by Sony's PlayStation 4 in all major
markets.
But
Piers Harding-Rolls, a games analyst from
IHS, told the BBC: "There's
advantages and disadvantages in being first.
The
BBC's Martin Patience reports as the Xbox console goes on sale in China
"There's
obviously potential. Overcoming the issues of piracy, overcoming the issues of
pricing, having the right content to connect with the local audience - those
are all big issues."
Sony
has set up business partnerships to launch the PS4 in China, but a date has not
yet been set.
Both
companies will compete with a thriving black market in illegally imported
consoles playing pirated versions of games.
The
firms will also come up against mobile games, which are not banned in China and
are extremely popular.
The
Xbox One launch was originally set to happen last week but was delayed -
Microsoft did not give a reason why.
The
US firm is currently the focus of an anti-monopoly investigation relating to
its Office software.
The
company's chief executive Satya Nadella visited the country last week, and
pledged to help the government with its investigation.
Getting
games to market is likely to require negotiation with regulators, who favour
educational games over those with violent themes.
But
that could play well for Microsoft thanks to its recent acquisition of
Minecraft - a block-building online game that is massively popular in the
Western world, particularly with young children.
"I
don't think Minecraft has been heavily exposed to the Chinese market," Mr
Harding-Rolls said.
"It
ticks all the boxes for regulatory requirements in China. It's educational,
it's not heavily violent.
"I
would suspect that they're thinking very seriously about bringing it to China.
It sits well with the regulatory demands."
Microsoft
bought Minecraft's Swedish developer Mojang earlier this month for $2.5bn
(£1.5bn).
BBC
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