Xbox 360 launches in South Africa
by Ludwig Kietzmann 
{ Oct 2nd 2006 at 9:25PM }
If you're a gamer living in South Africa, chances are that your visual periphery was dominated this past weekend by Microsoft's Xbox 360 launch and its accompanying marketing campaign. Nearly a year after the system's first-worldwide launch, the Xbox 360 became officially available to eager shoppers at the stroke of midnight on Friday, 29 September. Playable in-store kiosks, radio advertisements, campus tournaments and vaguely sinister cardboard stands announced not only the arrival of "the next generation of gaming," but the expansion of choice.
Unless you wanted to import the original Xbox or stick your hand into the awkward and tangled mess of Gamecube distribution lines, the PlayStation 2 was the only console the average gamer could reliably and affordably find in game stores. The merits of Sony's system have long since been established and it's easy to argue that South Africa got the best console out of the bunch, though "best" loses much of its meaning when it becomes interchangeable with "only." Consider for a moment how your gaming habits might be affected if two out of three consoles weren't readily available to you.
For comparison's sake (and because we didn't have much else to do) we attended one of the midnight launches at BT Games (Northgate) in Johannesburg, taking care to snap pictures and generally harass people who simply wanted to pick up their pre-orders in peace. Several midnight events took place all over the country, coinciding with the beginning of rAge -- a gaming expo we'll tell you about later.
With several hours to go before midnight, a few eager souls begin to gather.
More gathering ensues. At this point, people are already deciding who they'll be able to beat up successfully in the parking lot should the console sell out.
Meanwhile, store employees set up stands for Dead or Alive 4 and Project Gotham Racing 3 tournaments.
The group continues to grow (more annoyed at some guy taking pictures of them).
Though nearly all human beings detest lines, they're quite adept at creating them.
It is decided that the line's direction should be altered. Democracy is clearly at work here.
More people arrive. It seems that after a single night, sales in South Africa might overtake those in Japan. Nyuk nyuk.
Following the sounds of various beeps and boops leads one to this impromptu DS Lite corner. The game is Metroid Prime: Hunters and the eventual winner is likely to be arthiritis.
The doors are about to open and it's becoming awfully difficult to move through this corridor of the shopping centre. Though Dead Rising isn't releasing in South Africa until next month, we feel strangely compelled to make creative use of a parasol.
The first customers escape the store with their newly acquired consoles. Unsurprisingly, the most popular games appear to be Oblivion, Project Gotham Racing 3 and Saint's Row. We don't see anybody leaving with a Core system -- was there a rear exit?
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Reader Comments (Page 1 of 2)
Beni @ Oct 2nd 2006 9:35PM
Is it just me or is it FREAKING WEIRD. That you guys are in South Africa and there is no African in sight?
vc @ Oct 2nd 2006 9:39PM
There are plenty of Africans in sight. Every one of those people is African. Race is separate from continent of residence, dude.
Raynre @ Oct 2nd 2006 9:41PM
Apartheid is a bitch.
I love the emphasis on first-world. Funny stuff, if not a little cruel.
Joel @ Oct 2nd 2006 9:41PM
Wow. That is a really DUMB post! ^
Andrew @ Oct 2nd 2006 9:41PM
Duh, everyone there is a South African
. @ Oct 2nd 2006 9:44PM
I was tempted to reply to Beni, but I will refrain from using this post as a political platform.
PS: No love for teh PSPee. hehe!
nllx @ Oct 2nd 2006 9:50PM
One of the many reasons I hate using the term "African-American" on blacks.
Nice to see them having a ball with the 360 launch. Never expected them to be so eager to get one.
oe @ Oct 2nd 2006 10:01PM
"African-American" refers to Americans of African heritage, not white Africans of Dutch or German or Portugese or French heritage.
Anonymouse Rep @ Oct 2nd 2006 10:01PM
nllx - THANK YOU.
Beni - moron!
I know this may lose me a star - but I was at the license branch when a woman came in to get her new drivers license. The form said African-American, and that's what she checked. The clerk had a fit since the woman was white. The woman very coldly told the clerk that since she was born in Jo'berg, raised there, and was quite proud of her South African heritage that SHE was African-American, and if they were basing things strictly on color, then the license branch was no better than her former government.
Two phone calls later and the lady walked out with her license stating she was African-American.
(In case you can't tell, this is one of my pet peeves. You're either American, Mexican, Canadian, German, Russian - whatever. Your color is - or should be, anyway - irrespective of your nationality.)
Beni @ Oct 2nd 2006 10:16PM
Hey, stop being so harsh.
I am African-Amercian (My Parents moved from Africa to Texas, so I am 'African Amercian' not, 'Black' ) myself. I have never been to Africa and I live in Texas. So I assumed that all Africans (cept some) have dark colored skin. I have obviously learned something today and will take it to heart!
azesino @ Oct 2nd 2006 10:11PM
beni is a morron, is like he lives in a box and only watches MTV.... tell your mom to put the discovery channel more often
Blizz419 @ Oct 2nd 2006 10:41PM
as i understand it most people who reside in south africa are white and not of african origin and i could be wrong but i think they mostly speak french there as well.
Duo @ Oct 2nd 2006 10:46PM
And this post clearly shows why Ludwig is the best blogger. Funniest thing I've read all day.
clarify @ Oct 2nd 2006 10:50PM
White people = White Africans.
So you are right Beni.
Ryuukuro @ Oct 2nd 2006 10:55PM
We can debate semantics all we want. It is still very sad that there were only two black people in that line. Yes, apartheid is over and it will still take time and an impossible amount of work to move Black South Africans, and Africa in general, up to where they should be, but it just shows how lopsided our world is to see only one black person in that line.
But at least there were two in the same line as everyone else.
It's only a matter of time.
kyle @ Oct 2nd 2006 11:03PM
Maybe the "black" south africans are waiting for wii or ps3
Amos @ Oct 2nd 2006 11:14PM
"Maybe the "black" south africans are waiting for wii or ps3."
And waiting, and waiting, and waiting, and waiting...heh, but seriously, in response to the blog post, hasn't the 360 been the only next gen option here in the States for the past year anyway?
dotun.o @ Oct 2nd 2006 11:24PM
Beni's choice of words may have been wrong, but he does point to a still-underlying problem: the aftermath of apartheid. As an African-turn-African-American, who actually lived and grew up in Africa, and not simply hears about Africa on CNN and other pre-packaged news, I can tell you that XBOX 360 will be bought almost exclusively by the upper-class in South Africa, a class dominated by "White Africans" for lack of a better expression. Native or Black Africans (your pick) hardly constitute this class. The problem here is not the presence of different races in one country but the GAP between them, regardless of whom it favors.
Rob X. @ Oct 2nd 2006 11:33PM
"as i understand it most people who reside in south africa are white and not of african origin and i could be wrong but i think they mostly speak french there as well."
Whites are and upper-class (still ruling?) minority and I believe Afrikaans is the primary language. At least it's Charlize Theron's primary language.
fawazr @ Oct 3rd 2006 12:25AM
As far as semantics go, the conquerors get to determine what's black, African, or whatever.
When I conquer China and subdue the indigenous population by kicking them off their land and commandeering their resources, I get to call myself Chinese. That makes all the sense in the world and anyone who doesn't see it that way is obviously an idiot.
Vae Victis, Bitches!!
HUNTER VII @ Oct 5th 2006 1:59AM
The important thing to remember here is that those new 360 owners are in for a real treat. We know the 360 is the deal, and now even more can experience what we've experienced, minus the long wait we had to endure for some of their release titles.
They're starting out with Oblivion, and with Dead Rising appearing next month, along with a lot of other top-notch games, these folks are getting quality products right out of the gate.
You know, a lot of people hate on MS. While it's not good to "hate" at all, people forget or are uninformed that Microsoft has always had a company vision of empowering people. Sure, it's still a company, and MS is worth billions; but I believe that Microsoft cares about us as gamers. Now, South Africa can feel some love as well. :)
Beni @ Oct 3rd 2006 12:37AM
I thought people in South Amercia were just tourists. Like Jamacia!
Ben Hobbs @ Oct 3rd 2006 12:47AM
Jesus, Its like no-one has heard of Nelson Mandella.
South Africa used to have Apartheid (like America) but doesnt anymore, Whites are not "in power" although I'm sure statistically they make up the wealthier classes as they do in the UK/US etc...
x10n.tm @ Oct 3rd 2006 1:55AM
Well... the way i see it, not many ppl know about africa, or south africa to be exact. Many today still believe it to be a jungle with only black ppl and monkeys around. Just like when they think about the middle east, they only think of terrorists, or Mexico, they think of nothing but poor ppl eating tacos.
doobiwan @ Oct 3rd 2006 2:50AM
As a South African, I have to say thanks, this has been the funniest thread I've read in ages!
Yes, most of the guys in line are white, but it's one store in one mall in one neighbourhood. I was at a launch in Cape Town and the demographic was quite different.
It's probably the fact that only us pale males would be nuts enough to hang out till 2am just get a toy, when you could get up early and pick it up 6 hours later!
epobirs @ Oct 3rd 2006 3:21AM
More importantly, another much oppressed minority is shown to be thriving in the once threatening South African environs: the tech nerd.
Once ruthlessly hunted for their, well, just to be rid of them and because it was fun, they now enjoy a status as full sentient citizens. If Tom Sharpe is any guide, that puts them well ahead of much of the other light skinned inhabitants of the region.
Sandman @ Oct 3rd 2006 3:46AM
I am proudly South "African" and white, I can at least say we didnt slaugther the indians like the "Americans" to be able to call the land ours so lets not go there.
Oh and I was at that same store the following day, totally diffrent picture.
You people have no idea what goes on outside your little worlds created by your TV and do you? :)
Shrimp @ Oct 3rd 2006 3:38AM
Aaaaalrighty then.
Let me use this oppertunity to share some information about South Africa for you guys.
1. The country is not mostly white. Not by a *long* shot.
2. Whites are not a "ruling minority", driving the poor black slaves to death.
3. It's not that many black folk cannot afford XBoxes and PCs and stuff, for the most part, I have met *extremely* few black guys or gals who are interested in gaming and the like.
4. I am white, most of my neigbours are black, and richer than me. :D
5. English is the most commonly spoken and used language, although we actually have 11 official languages. Xhosa and Zulu are the main black languages, English is most common amoungst while folk, however there are plenty of Afrikaans speakers, mostly around the Johannesburg and Pretoria areas. We use English for about all inter-racial communication, and everyone understands everyone perfectly.
6. There are no wild animals in the streets.
Kind regards,
- A South African.
DannyHibiki @ Oct 3rd 2006 4:01AM
@27
From what I've seen most Joystiq commentors usually aren't very educated or cultured.
Most of them are probably younger though.
doobiwan @ Oct 3rd 2006 4:19AM
@#26
Who're you're kidding, there's tons of animals on the street, have you seen the way I drive! ;)
foobob @ Oct 3rd 2006 6:53AM
"Maybe the 'black' south africans are waiting for wii or ps3"
maybe they have more important urges, like getting food?
ToxicBunny @ Oct 3rd 2006 7:19AM
Eish, I haven't seen the way you drive... but jees.. the Taxi's... and thats irrespective of whichever city in SA you're in.... They drive like animals... I think they'd benefit from a few days with PGR3 or some other driving game... they might get better.
But yes... most people seem woefully uneducated when it comes to this wonderful country called South Africa, yes we have corrupt politicians, we have all sorts of problems... but just to be able to get in my car, drive for 2 hours and be in the middle of nowhere and seeing the big 5... not very many other places(except in Africa) can say that you can do something like that.... plus the weather... eish... thats all i can say..and if you're from South Africa.. you'll understand
OTAM @ Oct 3rd 2006 7:23AM
That's awesome.
It shows you,no matter where in the world,everyone just wants to play videogames and have a good time. You should have gotten some of their gamertags so we could update on their thoughts of it!
DivZero @ Oct 3rd 2006 10:54AM
Hey guys,
Anyone know what the details are of the Wii launch in South Africa? GameCube support was a bit of a joke with that local distributor and XBox just didn't launch there at all :(
I'm going to be returning to CT next year after spending a couple years in London so it's going to be a bit of a shocker at not being able to just grab my Wii titles off the shelf when I want :(
dislekcia @ Oct 3rd 2006 8:34AM
Nice writeup Ludwig :)
Although you do fail to mention that you bagged yourself one of the four 360s that were being given away for the DoA4 competition, and that in at least one of the Metriod Prime games arthritis had to take second place to you!
Ironically enough, the official Microsoft South Africa 360 launch just across the parking lot at rAge (the party was an invite-only event) was a lot more multi-racial. Attending both was an eye-opener: On the one hand you've got the people who are making a living brining gaming to the public; While on the other you've got the early adopters clamouring for the latest and greatest. I think it's sad that every time SA appears somewhere on a blog some twork has to pull the race card. Yes , you're going to get people interested in gaming at a gaming event. I'm not going to crap out American politics because E3 isn't representative of the US population demographics, just like I'm not going to feel out of place as one of 30 white guys at a soccer match at the FNB stadium.
Yes, race is an issue. Gaming is bringing people from different cultures together, not proof that they're being forced apart. Open your eyes and pass the controller, it's my turn to play.
LaughingTarget @ Oct 3rd 2006 9:50AM
Well, if anyone wants to really get technical about it, every last human is African. Our species did originate there, afterall. :D
Wulkar @ Oct 3rd 2006 1:48PM
i like cheese
Appelkoos @ Oct 3rd 2006 11:04AM
I just read the article + the comments and after being in london for nearly 8 years i have gotten used to walking to the closest shop or just ordering over the internet. When i go back it will be such a hugh culture shock ! Then i read stuff like no 31 and i cant wait to go back - just 2 more years - then just in time for the PS3 launch ;)
ToxicBunny @ Oct 3rd 2006 12:14PM
Yeah it will be a huge culture shock if you've been gone for 8 years... things are VERY different here.... and far worse than most people would ever admit to, but at the same time 100 thousand times better... There are basic things that do need to get sorted out... but people are trying and making progress which is always a start.... but like I said in #31... The weather is a definate eish.... and the wildlife and such.. is just unbeatable.....
I'm a South African and damn proud of it... and anyone who has baseless ignorant claims about my gorgeous country will get one fat poesklap from Oom TB (and i fully expect a few SA mense to be laughing, and everyone else to be scratching their head)
Q-Man @ Oct 3rd 2006 12:28PM
Um, wow. I never realised people were still that ignorant. As a South African, white no less, I am stunned that people overseas are still living in an era that was removed over a decade ago. I suppose all news feed regarding Africa, or South Africa must have been eliminated since 1994.
Irrespective of the blatant ignorance here, what does any of this political stuff have to do with Xbox360? YAY, SA got the Xbox360! Why make, frankly stupid, assumptions based on the number of black people in a queue? Be happy that the gaming roots are spreading further over the world instead of focusing on the "French-Speaking white majority Apartheid slave-drivers" here in SA :P
Something a quick google search could easily rectify I might add.
Oi, the people here don't help much to break the stereotype here in SA that foreigners are ignorant.
PiratePete @ Oct 3rd 2006 12:40PM
LOL, I just knew this article was going to give me a few good laughs.
Oh and props to fawazr(#20) hah, that's basically what happened. I know he stated it kinda crudely but the truth is the truth.
Also to doobiwan(#24), yeah I think you have a point there:)
Thanks out to you and all the other SA'ers for enlightening us ignoramuses of the west.
Pablo @ Oct 4th 2006 10:32AM
A bit of stats:
There is currently 5 million white people living in South Africa.
There is about 4 million coloureds(mixed race of blacks and whites)
1 million indian/muslim people
39 million blacks
daCuk @ Oct 6th 2006 1:53PM
Will the XBox360 will ever be released on Latin America (besides Mexico)?
You know, the industry rant and cry a lot about piracy, but you can't get here consoles and games from the official distributors, so the only option here is bootlegs....
Deanos @ Oct 3rd 2006 3:42PM
WOW! Didn't know that our launch would make it World Wide!!!! DAMN!
All you South African peeps who want to know when the Wii or PS3 is launching, keep your eyes on our BT website...
Wii should be around Christmas and PS3 end of March!
I have never laughed so much at some of the post here!
Oh well, let me just wipe the rest of the tears from my face and get back to work...
Expat @ Oct 4th 2006 4:29AM
This is not meant to offend you south africans but here's a question. How many non-white south africans have actually posted a comment....
Gregoire @ Oct 4th 2006 7:43AM
What is it about the combination of Joystiq/Xbox360 and South Africa that the comments section into a written war???? the same thing happened when MS first announced it was launching Xbox360 in South Africa... funny funny..
Jerry @ Oct 4th 2006 4:53AM
I'm with others who think it's really messed up that South African gamers are nearly all white. For those who are into political discussion, you're probably aware that South Africa's current crime problems are telling the white world that black people can't run their own government, ever, and can only be useful when bossed around by whites (like in the USA). South Africa's current situation is one of the primary motivations for why conservatives have made such a big comeback in the past few decades. It's also why democracy is on the decline, and capitalism is on the rise. People simply don't think black people should be able to vote as equals alongside whites, and so capitalism is the reigning ideology. In capitalism, where whites rule and blacks follow, there is no democracy, only efficiency and authority.
Yep. It's sad, but democracy is doomed. Read Robert Kaplan's "Was Democracy Just a Moment?" article for more details..
foobob @ Oct 4th 2006 6:59AM
"you're probably aware that South Africa's current crime problems are telling the white world that black people can't run their own government, ever, and can only be useful when bossed around by whites"
I don't believe this is the right place to discuss these matters, but whenever i see so much blatant BS at once, i always feel an urge to do something about it.
Perhaps the "crime problems" are not because black people can't govern, but because richness isn't well distributed among whites and blacks and apartheid is still a reality? Like your racism makes so blatantly evident?
come on, man! get a grip! let's troll about videogames, ok? you damn xbot!
StoneDog @ Oct 4th 2006 9:22AM
You guys are crazy, you should come visit us in South Africa some time, we even have electricity now it's madness.
- Death to Telkom
Boram @ Oct 12th 2006 6:08AM
LOL! You guys make me laugh! Monkeys in streets lol! its completly differnent here, u guys should visit sum time, brilliant country, just have to get rid of the crime though....
As someone here said, the black majority here are poor, whites are the upper class so yeah, there isnt much black people there to afford an xbox.
rAge was so AWESOME, E3 is probably better but WOW!
From a non-white korean south african
YAY, Im the first non-white south african here!