Successfully reported this slideshow.
Your SlideShare is downloading. ×

Japan gaming

More Related Content

Related Books

Free with a 30 day trial from Scribd

See all

Japan gaming

  1. 1. 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
  2. 2. 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.
  3. 3. Once upon a time... Japanese video game was redundant. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. 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.
  5. 5. Flash-forward to today: Top-selling titles of 2012, US/EU US Europe 1 Mass Effect 3 FIFA 13 2 Diablo III Diablo III 3 Just Dance 3 FIFA Soccer 12 4 Pokemon Black/White CoD: Modern Warfare 3 5 CoD: Modern Warfare 3 Mario Kart 7 6 Kinect Adventures! Super Mario 3D Land 7 Madden NFL 13 Mass Effect 3 8 Borderlands 2 Just Dance 3 9 NBA 2K12 FIFA Street 10 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/
  6. 6. Top-selling titles of 2012, Japan Japan 1 Pokemon Black/White 2 New Super Mario Bros. 3 Dragon Quest Monsters 4 One Piece 5 Biohazard 6 (aka Resident Evil) 6 Monster Hunter 3G 7 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
  7. 7. 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
  8. 8. This sums things up: “Everyone's making awful games - Japan is at least five years behind. Japan is isolated in the gaming world. If something doesn't change, we're 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
  9. 9. 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/
  10. 10. 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/
  11. 11. The explanation: © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  12. 12. 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.
  13. 13. Oh, and did I mention? Biggest feature of all: Flash Lite 1.1! (HHOS) © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  14. 14. So why didn t this go global? © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://en.wikipedia.org/wiki/I-mode (duh)
  15. 15. 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
  16. 16. The other result: FP SP % users SP users now © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://webdacapo.magazineworld.jp/top/70161/
  17. 17. 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.
  18. 18. On social platforms.. Facebook- shaped hole © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.serkantoto.com <- awesome site
  19. 19. FlashLite -> SmartPhones solutions These are just the two best-known ‒ there are many more. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  20. 20. Developing trend: platform-free games © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. One more trend... © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.edge-online.com/news/complete-gacha-disaster-historic-proportions/
  22. 22. 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.
  23. 23. 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/
  24. 24. Thanks! Questions? Andy Hall andhall@adobe.com @fenomas © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

×