BesTV and Microsoft jointly announced today that they will introduce Microsoft’s flagship game console Xbox One into Chinese market this September. The news finally settles loads of buzz heated up since the establishment of a joint venture E-Home Entertainment Development Co., Ltd. between BesTV and Microsoft and the lifting of bans on game consoles imposed in 2000.

Xie Enwei, senior VP of Microsoft Grater China, is named as the general manager of Microsoft’s Xbox Department China. In addition, he will also in charge of the joint venture. E-Home Entertainment will invest in an innovation project, helping game developers to develop and distribute games based on Xbox One platform.

Microsoft has sold out over 5 million sets of Xbox Ones in 13 countries since its debut at the end of last year, making it the most successful product of Xbox Series, according to the company. Xbox One is sold for $499.99 yuan in US market. Although the two companies did not disclose the price of Xbox One in China, some media reported that it is priced at 4,999 yuan (around $798).

The Chinese gaming industry had 490 million users and saw 38% in total revenue in 2013. Trigger by the huge market potential and ease of regulation curbs, a lot of companies set their eyes on game console sector.

Huawei showed off its homegrown game console Tron at the beginning this year and planned to ship it at around 1,200 yuan this May. ZTE The9, a joint venture co-founded by ZTE and online game company The9, also released a similar game console Fun Box this March.

Emma Lee (Li Xin) was TechNode's e-commerce and new retail reporter until June 2022, when she moved to Sixth Tone to cover technology and consumption. Get in touch with her via or Twitter.

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