The difference this time is Xbox One. The company has gotten significant buzz in the Japanese market on the Xbox One, and it is only natural that they would want to show Japan what they have to compete with the PlayStation 4. Speaking of Sony, they, of course, will be there in force showing off the PlayStation 4.
What is really an unknown is if Microsoft has some deals for Japanese-produced titles that are going to make a real difference in the Japanese market space. This has seemed to be the area in which Microsoft has struggled the most. Without specific Japanese-oriented content, it would be impossible for any console to be a success in Japan.