How does a company like Koei, which seemingly releases a new Dynasty Warriors game every few months, stay afloat? Well, it's not with the help of American audiences, that's for sure. Sony Japan Studios' senior VP, Yasuhide Kobayashi, shared some information with DICE Asia attendees. He revealed that many Japanese companies are struggling to have their games appeal beyond the Japanese market. The worst offender? Koei, with 91.8% of its sales coming from the Japanese market.
Tecmo follows at 89.6 percent, while Square Enix receives a startling 86.6 percent of its sales from the motherland. With Kobayashi saying "the Japanese market is really shrinking," these companies must "develop [a] global title." in order to survive. Expect to hear even more about the dwindling importance of the Japanese market, and publishers' efforts to make more "global" titles, at Tokyo Game Show next week.
Reader Comments (78)
Posted: Sep 19th 2009 11:35AM RobS the 3rd said
They need Space Marines, that will net them at least the American market.
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Posted: Sep 19th 2009 12:25PM MinimumWageNinja said
You hit the nail on the head. That, and maybe a little progression of development rather than Dynasty Warriors XXVI: the same as you've always known it.
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Posted: Sep 19th 2009 12:41PM karmaghost said
That and they need to have their male characters look and dress like male characters.
Also, less anime.
Also, better game mechanics/controls.
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Also, less anime.
Also, better game mechanics/controls.
Posted: Sep 20th 2009 1:17AM ACLerok212 said
How about a Japanese WWII flight sim?
"Mission Complete! ... annnnnd.... Game Over!"
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"Mission Complete! ... annnnnd.... Game Over!"
Posted: Sep 19th 2009 11:41AM Demon G Sides said
Maybe if blogs like Joystiq and magazine publications stopped acting like every game Koei released is exactly like the one before it, they'd have a chance to break into the American scene.
Instead, everytime a game is released, a review of it comes out stating that its "just like the Dynasty Warriors before it" even though it has very little in common (Bladestorm comes to mind most prominently).
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Instead, everytime a game is released, a review of it comes out stating that its "just like the Dynasty Warriors before it" even though it has very little in common (Bladestorm comes to mind most prominently).
Posted: Sep 19th 2009 11:49AM (Unverified) said
Maybe it's because all the games ARE EXACTLY the same.
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Posted: Sep 19th 2009 12:45PM kevin949 said
Indeed. Dynasty/Samurai Warriors with "Empires" and "Xtreme Legends" for every version. Now Dynasty warriors Gundam (1 AND 2)....the only one that was ever different was the very very first dynasty warriors which was a street fighter style fighting game.
It's just getting old now.
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It's just getting old now.
Posted: Sep 19th 2009 11:46AM geo1378 said
Are you people serious? The dynasty warriors games are old and even with new stuff added its pretty boring now. If they would make games americans actually liked and something original this wouldnt be a problem. They make the same style of games year after year.
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Posted: Sep 19th 2009 12:04PM SheppyReturns said
Agreed, you act as if western developers aren't in the exact same rut.
The ONLY thing Japanese developers need to do to break into the US market is take their tried and tried and tried and true formulas and swap them for western tried and tried and tried and true formulas.
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The ONLY thing Japanese developers need to do to break into the US market is take their tried and tried and tried and true formulas and swap them for western tried and tried and tried and true formulas.
Posted: Sep 19th 2009 11:51AM BananaBoat said
I hope Sony takes a good hard look at its first party studios, and realizes that it is probably better if some of them were allowed to exist mostly on the Japanese profits. The last thing we need is some executive stepping in and trying to make Team Ico create more westernized games.
Didn't Koei just merge with Tecmo? If so, wow is that combined company dependent on the domestic Japanese market. And people wonder why Tecmo adds in features like breast jiggling using the sixaxis.
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Didn't Koei just merge with Tecmo? If so, wow is that combined company dependent on the domestic Japanese market. And people wonder why Tecmo adds in features like breast jiggling using the sixaxis.
Posted: Sep 19th 2009 11:55AM chichipapa said
The funny thing is the was supposed to be the Gen that Square focuses on Western Sales..Remember the in 2006 Square said they wanted game sales to be split 50/50 through regions and most of their games would launch day and date in all regions to help this? I am sure Ps2, Ps1 and Snes games all sold greater in Western Regions then todays 360 games
You backed the 360 instead of your loyal western supporters who have a Ps3 and Wii...way to go idiots
If you did not have PSP and DS sales it would prob be more like 97% instead of 86.6%
Some executive should be fired for this one
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You backed the 360 instead of your loyal western supporters who have a Ps3 and Wii...way to go idiots
If you did not have PSP and DS sales it would prob be more like 97% instead of 86.6%
Some executive should be fired for this one
Posted: Sep 19th 2009 12:00PM BananaBoat said
The Last Remnant is the only Square created game I can think of that was a 360 exclusive. Were there more exclusives?
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Posted: Sep 19th 2009 12:28PM zerokku said
@ chris
Except that most of the Square-Enix games on the 360, are completely terrible, which is half the reason they've sold poorly regardless of platform.
SO4? Awful
Infinite Undiscovery? Burn it with fire
Last Remnant? Actually decent, but weighed down with glitches.
@ BananaBoat
Infinite Undiscovery, but the game is easily one of the worst I've played this gen.
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Except that most of the Square-Enix games on the 360, are completely terrible, which is half the reason they've sold poorly regardless of platform.
SO4? Awful
Infinite Undiscovery? Burn it with fire
Last Remnant? Actually decent, but weighed down with glitches.
@ BananaBoat
Infinite Undiscovery, but the game is easily one of the worst I've played this gen.
Posted: Sep 19th 2009 12:58PM kevin949 said
Infinite Undiscovery as a game mechanic wasn't too bad. It was much more linear than I'm used to some RPG's being though. Combat was fun though, except that you couldn't control ANYONE ELSE. What KILLED that game though was the absolutely ATROCIOUS voice work. And I'm the type of person that doesn't care about "american voiceovers" for movies and stuff. I prefer to 'hear' a movie rather than read it. But holy crap, I couldn't stand the voice work in the game.
Also, wasn't IU made in conjunction with tri-ace or something? Eh, whatever.
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Also, wasn't IU made in conjunction with tri-ace or something? Eh, whatever.
Posted: Sep 19th 2009 12:25PM (Unverified) said
Yeah and Dynasty Warriors Gundam sold like 200,000 copies in the US. That game sucks but 200,000 copies is still decent for a game of that scale.
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Posted: Sep 19th 2009 12:28PM Bowser Rogozhin said
"Yeah and Dynasty Warriors Gundam sold like 200,000 copies in the US. That game sucks"
No, you're wrong. Dead Wrong, as that awful Biggie song goes.
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No, you're wrong. Dead Wrong, as that awful Biggie song goes.
Posted: Sep 19th 2009 12:23PM (Unverified) said
I'm sorry, but there's at least 10 Dynasty Warriors on the PS2 alone. Ten. They were out-Guitar Heroing Guitar Hero before Activision was even in the running for top third party publisher. It's the same problem I have with Madden games every year: seems like roster updates and 1 new feature here or there, and that's about all. I understand that Empires isn't quite the same 'cause it adds some strategy elements, but that sounds a lot like "dynasty mode" to me.
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Posted: Sep 19th 2009 12:41PM phizzyphizzy said
So Microsoft's exclusivity deals for Japanese games must be hurting the companies a fair amount...
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Posted: Sep 19th 2009 12:46PM Jeff Kibuule said
Unless the Japanese are buying multiple copies of the same game, I don't see how Square-Enix sales are 86.6% from Japan when several of their games sell millions in the United States and Europe.
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Posted: Sep 19th 2009 12:51PM aristokrat said
Wow, add this to the rising piracy in Eastern markets (from the previous article) where they actually sell copies on the streets, and Eastern-themed games might become few and far between.
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Posted: Sep 19th 2009 12:51PM JoshMilewski said
"and publishers' efforts to make more 'global' titles"
Ugh. Just make your games fun and they'll sell (with good marketing, too). It's as simple as that. No amount of bald space marines or gruff looking blonde haired dudes is going to make a game suddenly more popular in this 'elusive' western market. Just make your games fun.
Also, by those example I gave, you see how ridiculous the methods by which Japan is 'trying to appeal to the west' really are, right?
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Ugh. Just make your games fun and they'll sell (with good marketing, too). It's as simple as that. No amount of bald space marines or gruff looking blonde haired dudes is going to make a game suddenly more popular in this 'elusive' western market. Just make your games fun.
Also, by those example I gave, you see how ridiculous the methods by which Japan is 'trying to appeal to the west' really are, right?
Posted: Sep 19th 2009 11:00PM samfish said
Japan just needs to wait it out and let this generation end.
If they're smart, they'll come out strong on whoever launches their console first next gen (I'm guessing Nintendo at this point), which will go a long way towards influencing people's buying habits for the next generation.
I honestly don't believe FPS games would be as popular if MS and the 360 didn't have such a massive push for them during the 360's first year.
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If they're smart, they'll come out strong on whoever launches their console first next gen (I'm guessing Nintendo at this point), which will go a long way towards influencing people's buying habits for the next generation.
I honestly don't believe FPS games would be as popular if MS and the 360 didn't have such a massive push for them during the 360's first year.
Posted: Sep 19th 2009 12:58PM emperorzeroxx said
America is a violent country, if japan wants to peak interest of the sick minds of America all they need to do is make endless First person and/or third person shooting games with ALOT of gore and weapons. Also a good idea would be any game that deals with war, world war 2 to be specific (or at least contain nazis)
I personally love jap games and hope we continue to get them despite the low sales over here....
@ Zerokku
In your opinion square made some horrible 360 games, but I personally loved those games.Star ocean 4 wasn't as amazing as the second or third, but it was still awesome none the less. Infinite Discovery had some fun gameplay to set aside from the other RPG's. Last Remnant had some major issues on 360 but the pc version was amazing, and lost odyssey was better than any final fantasy game I ever played (and those are all amazing as it is).
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I personally love jap games and hope we continue to get them despite the low sales over here....
@ Zerokku
In your opinion square made some horrible 360 games, but I personally loved those games.Star ocean 4 wasn't as amazing as the second or third, but it was still awesome none the less. Infinite Discovery had some fun gameplay to set aside from the other RPG's. Last Remnant had some major issues on 360 but the pc version was amazing, and lost odyssey was better than any final fantasy game I ever played (and those are all amazing as it is).
Posted: Sep 19th 2009 1:14PM zerokku said
Meh to each their own, and maybe I've just played too many JRPGs and have become a bit jaded, but I thought IU and SO4 were both awful. And the decent combat system didn't make up for everything else.
I did say Last remnant was good, just flawed. And while I agree Lost Odyssey was amazing, it's not a Squeenix game.
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I did say Last remnant was good, just flawed. And while I agree Lost Odyssey was amazing, it's not a Squeenix game.
Posted: Sep 19th 2009 1:26PM (Unverified) said
Holy shit someone drank the kool aid. Japanese games largely fall into three camps: Standard JRPGs, text based affairs, or hack and slashes of a more mindless level than any Halo title. What comes out between those three genres and actually sells is few and far between. Virtually everything Japan has done within the JRPG world has been done far FAR better by Bioware and other western developers. Even the MMORPG market is ruled by WoW.
As a matter of fact aside from the few gems that crawl out of the homogeneous stink hole that is the Japanese gaming world, there really is not that much going on. Now I concede that the American market is very involved with anything that goes boom. But this is also the country that gave the world The Sims, Elder Scrolls, inFamous, etc. And they aren't the exception. Western developers are much more apt to allow innovation.
If Japanese developers can make their JRPG's have as much thematic weight as the Call of Duty 4 nuke sequence I'll eat my hat. But they can't do that, nor can they craft a game with even a serviceable level of gameplay. Even games we traditionally scorn (Too Human) would do exceedingly well in the Japanese market with a spiky haired lead and an anime inspired art style.
The Japanese gaming market is burning in its own failure to change. We should collectively let it burn.
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As a matter of fact aside from the few gems that crawl out of the homogeneous stink hole that is the Japanese gaming world, there really is not that much going on. Now I concede that the American market is very involved with anything that goes boom. But this is also the country that gave the world The Sims, Elder Scrolls, inFamous, etc. And they aren't the exception. Western developers are much more apt to allow innovation.
If Japanese developers can make their JRPG's have as much thematic weight as the Call of Duty 4 nuke sequence I'll eat my hat. But they can't do that, nor can they craft a game with even a serviceable level of gameplay. Even games we traditionally scorn (Too Human) would do exceedingly well in the Japanese market with a spiky haired lead and an anime inspired art style.
The Japanese gaming market is burning in its own failure to change. We should collectively let it burn.
Posted: Sep 19th 2009 2:22PM zerokku said
@ Danny
"If Japanese developers can make their JRPG's have as much thematic weight as the Call of Duty 4 nuke sequence I'll eat my hat."
Earthbound, and Mother 3.
Also, if you think Japan refuses to innovate, you obviously haven't looked at the handhelds, where there are all kinds of different games being made that are fresh and innovative. (Not surprisingly seeing as how this is where Japan's focus seems to be)
Don't get me wrong, the japanese gaming market has some (big) problems, but you're coming off as "RAWR RAWR WEST IS BETTER THAN ANYTHING!"
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"If Japanese developers can make their JRPG's have as much thematic weight as the Call of Duty 4 nuke sequence I'll eat my hat."
Earthbound, and Mother 3.
Also, if you think Japan refuses to innovate, you obviously haven't looked at the handhelds, where there are all kinds of different games being made that are fresh and innovative. (Not surprisingly seeing as how this is where Japan's focus seems to be)
Don't get me wrong, the japanese gaming market has some (big) problems, but you're coming off as "RAWR RAWR WEST IS BETTER THAN ANYTHING!"
Posted: Sep 19th 2009 2:33PM (Unverified) said
I'll give you Mother 3 but that's totally the exception. As for handhelds, well Scribblenauts is American made, as are many of the innovative games that have come out for the DS and PSP. As a whole the Western Market is generally more interesting.
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Posted: Sep 19th 2009 2:46PM zerokku said
No, Almost every single innovative title on handhelds is Japanese-made with only a handful of exceptions like Scribblenauts. You're vastly overestimating their importance, much less their presence. Mostly because the West tends to not give two shits about any gaming that isn't HD on a 42 inch television.
I'm not saying western developers are bad or anything, I just happen to spend most of my gaming time on the DS/PSP and am quite familiar with their libraries.
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I'm not saying western developers are bad or anything, I just happen to spend most of my gaming time on the DS/PSP and am quite familiar with their libraries.
Posted: Sep 19th 2009 3:21PM Mr Khan said
That is something that bears pointing out. Western developers seem to have this all or nothing mentality about innovative titles, they're either indie games, or PS3/360/PC games. The in-between platforms (Wii, handhelds) are always neglected for titles that push the envelope. The Japanese have been far better about putting quality efforts on these in-between platforms. Far, far better.
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Posted: Sep 19th 2009 1:06PM (Unverified) said
It seems to me that there business model is brokin. For them to work they have to come up with something different. Also to when you say your going to release a title world wide and not own on it SquareEnix. You should keep to your word.
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