"After years of dominance by Japanese manufacturers, the arrival of Microsoft as a serious force in the games market has seen fanboy-ism take on a worrying new face - that of flag-waving, fist-pumping nationalism, an us-and-them mentality that is surely the exact opposite of what the international language of videogames should be inspiring.
"For American gamers who had happily bought Japanese consoles, the failure of the Xbox brand in Japan was a slap in the face. Is there really a racist element to the Xbox's lack of success? Or is it all down to software, and if it is, what is wrong with what the Xbox offers? Just what do the Japanese buy, and why?"
Gearoid Reidy chases the ghost of nationalism in Microsoft's quest for the "The Little, Red Yen."