Microsoft is being criticized in South Korea. The news that 'Starfield' does not support Korean was decisive.
Starfield is a AAA game developed by Bethesda. It is an open world game set in a vast universe. The game was highly anticipated all over the world.
When Microsoft acquired Bethesda, South Korean users' expectations were very high. It is because of the expectation that 'now you can enjoy Bethesda games in Korean'. ‘Halo’, released by MS, supports not only Korean subtitles but also Korean audio. So, South Korean users expected that the soon-to-be-released 'Starfield' would support Korean. However, it was revealed that 'Starfield' does not support Korean. South Korean users who heard this news were greatly disappointed.
‘Starfield’ supports 9 languages. Among them are Chinese and Japanese. Among the three East Asian languages with a large game market, only Korean is not supported. The excuse that 'the South Korean game market is small' doesn't make sense anymore. Valve, which operates Steam, announced in 2017 that supporting Korean was the most effective way to increase sales.
This is nothing new. Excluding special cases such as 'Halo', MS does not properly provide game services in South Korea. Let's take a few examples. Game Pass, which entered South Korea in 2017, still does not provide localization information including Korean. Also, in the Xbox app for PC, you cannot search foreign games in Korean.
Another noise emerged from this situation. Microsoft suddenly raised the price of Xbox hardware and Game Pass. South Korean users can't help but be angry.
Due to this incident, Microsoft lost the trust of South Korean users. If Microsoft sincerely considers South Korea an important market, Microsoft should try to deal with this before it is too late.
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