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Japan gaming

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Rambling thoughts on the history of the Japan game industry, how it got so disconnected from the rest of the world, and where it's going

Rambling thoughts on the history of the Japan game industry, how it got so disconnected from the rest of the world, and where it's going

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    Japan gaming Japan gaming Presentation Transcript

    • Meanwhile in Japan… Andy Hall Thoughts on gaming in Japan gaming, and how it got that way Gaming Evangelist© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. GTA mods: http://hamoge.blog18.fc2.com/blog-category-10.html
    • Agenda §  The past/present: arcades, consoles, PCs §  The present/future: social, mobile §  How things got this way §  Further rambling §  QA© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Once upon a time... Japanese video game was redundant.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Whence this success? §  1983 US video game crash §  Market was driven by arcades §  Japan s economy and high tech/manufacturing industries were ascendant §  Japan dominated home hardware (see: console wars ) §  Quality driven up by console makers putting controls on 3rd party content (today we d call it a walled garden ...)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Flash-forward to today: Top-selling titles of 2012, US/EU US Europe1 Mass Effect 3 FIFA 132 Diablo III Diablo III3 Just Dance 3 FIFA Soccer 124 Pokemon Black/White CoD: Modern Warfare 35 CoD: Modern Warfare 3 Mario Kart 76 Kinect Adventures! Super Mario 3D Land7 Madden NFL 13 Mass Effect 38 Borderlands 2 Just Dance 39 NBA 2K12 FIFA Street10 Zumba Fitness 2 Uncharted 3© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.vgchartz.com/yearly/2012/USA/ http://www.vgchartz.com/yearly/2012/Europe/
    • Top-selling titles of 2012, Japan Japan1 Pokemon Black/White2 New Super Mario Bros.3 Dragon Quest Monsters4 One Piece5 Biohazard 6 (aka Resident Evil)6 Monster Hunter 3G7 Mario Kart 7 Note - Japan s highest selling...8 Super Mario 3D Land §  XBOX360 game was #162 (Biohazard 6)9 Dragon Quest X §  non-Japanese game was #156 (FIFA 13) In other words the market is very different here.10 Mario Party 9© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://geimin.net/da/db/2012_ne_fa/index.php
    • So how much have things changed? Japan’s approximate share of global video game market: 2002 50% 2010 10%© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://en.wikipedia.org/wiki/Video_gaming_in_Japan
    • This sums things up: “Everyones making awful games - Japan is at least five years behind. Japan is isolated in the gaming world. If something doesnt change, were doomed." Keiji Inafune, Capcom (2010)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://news.bbc.co.uk/2/hi/programmes/click_online/9159905.stm
    • Meanwhile in mobile... Statistics on market size vary, but here are two: Mobile Games - Market Size Japan US $1.06B (JP gov t) $1.53B (Gartner)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.soumu.go.jp/main_content/000073104.pdf http://business.time.com/2012/01/19/why-mobile-gaming-changes-everything-or-is-mobile-gaming-facebooks-achilles-heel/
    • Meanwhile in mobile... Oops, forgot the dates! Mobile Games - Market Size Japan (2007!!!) US (2011) $1.06B (JP gov t) $1.53B (Gartner) pre-iPhone! So how did Japan have a billion dollar mobile game market before smartphones came along?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.soumu.go.jp/main_content/000073104.pdf http://business.time.com/2012/01/19/why-mobile-gaming-changes-everything-or-is-mobile-gaming-facebooks-achilles-heel/
    • The explanation:© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Why i-mode was revolutionary: §  A separate internet based on C-HTML §  Official portal leading to 2nd party sites, apps, stores, etc. (i.e. walled garden) §  Parallel access to unofficial content outside the garden §  Carrier-driven, manufacturers were along for the ride §  Carrier payments! In 1999-2000! Seriously! §  And later: NFC (FeLiCa), digital wallet, TV tuners...© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Oh, and did I mention? Biggest feature of all: Flash Lite 1.1! (HHOS)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • So why didn t this go global?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://en.wikipedia.org/wiki/I-mode (duh)
    • The result: Galapagos-ization© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.dailymail.co.uk/sciencetech/article-1084712/Darwins-Beagle-sail--5m-replica-survey-oceans-help-NASA-craft.html
    • The other result: FP SP % users SP users now© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://webdacapo.magazineworld.jp/top/70161/
    • The other other results: §  Users still have good reasons not to move to smartphones §  Some social games here go back 5-7 years §  Social-casual is a long-established genre, players are used to IAP and avatar goods sales §  Facebook? What s that, does it taste good? §  Carrying FlashLite 1.1 assets over to smartphones is kind of a big deal in gaming §  Social platforms are kind of an even bigger deal in gaming© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • On social platforms.. Facebook- shaped hole© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.serkantoto.com <- awesome site
    • FlashLite -> SmartPhones solutions These are just the two best-known ‒ there are many more.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Developing trend: platform-free games© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • One more trend...© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.edge-online.com/news/complete-gacha-disaster-historic-proportions/
    • So getting back to the original question: §  Popular theories on the Japan-West Gaming Divide §  Genre gap ‒ space marines vs. girls with enormous swords §  Mechanic gap ‒ FPS vs. RPG §  Localization gap ‒ English vs. イングリッシュ §  Culture gap ‒ Japan s gamedevs became too Japanese §  Culture gap ‒ Japan s gamedevs tried to become too western (i.e. mimicking US AAA games but without the speed, middleware...) §  Hardware gap ‒ living room w/ Xbox vs. commute with phone §  Motivation gap ‒ XBLA trash-talk vs. moe© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Or maybe it s just random disparate evolution?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://gamingwithscissors.com/reviews/monster-hunter-freedom-unite/
    • Thanks! Questions? Andy Hall andhall@adobe.com @fenomas© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.