Xbox Faces Backlash in South Korea Over Lack of Game Localization

Xbox is catching serious heat from South Korean gamers, who say Microsoft keeps sidelining their market by skipping Korean language support in major first-party releases.

The most recent flashpoint? “The Outer Worlds 2”, developed by Xbox-owned Obsidian Entertainment, currently shows no Korean language support in its store listings. That’s a big deal—especially since the original game did launch with Korean subtitles back in 2019. When Korean outlet Global Economic reached out for clarification, Xbox responded with a vague “nothing to announce,” which only poured fuel on the fire.

This isn’t a one-off, either. Frustration with Xbox localization has been building for years and hit a boiling point in 2023 when Bethesda’s “Starfield” launched without any Korean language options—despite Microsoft heavily promoting the game in Korea. To make matters worse, the game includes plenty of Korean cultural nods, like Chapaguri-inspired food and a ship named Haemosu (a figure from Korean mythology). But actual Korean players? They’ve been left navigating menus in English—still—even after the game's expansion dropped.

Then there’s “Avowed”, another Obsidian project that launched in February with the promise of Korean language support “within a month.” It’s now mid-April, and the new estimated arrival is August at the earliest. Not exactly a confidence booster.

This repeated lack of localization isn’t just annoying—it’s hurting Xbox’s business in Korea. According to Korea's Creative Content Agency (KOCCA), Xbox's market share in the country has dropped significantly, falling from 17.8% to just 10.9% between 2023 and 2024. This decline directly correlates with Microsoft's apparent deprioritization of Korean localization.

Meanwhile, Xbox’s biggest competitors are playing the localization game right. Both Nintendo and Sony make Korean support a regular part of their major launches. That’s helped them maintain a serious lead in South Korea’s console space—72.3% of Korean console owners have a Switch, while 42.9% own a PlayStation, per KOCCA.

Sure, console gaming isn’t the biggest slice of the pie in Korea—PC and mobile dominate—but the country is still the fourth-largest gaming market in the world. Korean gamers argue that they’re paying customers too, and they deserve the same support as other regions. And they’re not wrong.

It’s also a strange look for Xbox, especially given Phil Spencer’s repeated statements about growing the brand outside the West. Actions speak louder than words—and in Korea, Xbox’s actions are coming off as a quiet retreat.

Unless Microsoft course-corrects soon and starts treating Korean players like the global audience they are, the backlash is only going to get louder. And Xbox’s already shrinking presence in South Korea? It might just shrink even more.

Source: Automation