ビジネス&プロデュース
欧米で日本のゲームを成功させる方法 How to make Japanese games work in the West
Development Teams, Game Designers, Producers and even Marketing who want to understand some key differences between Japanese and Western audience
得られるで
あろう知見
The audience will learn what changes would be needed in their game to increase reach and sales in the Western markets like USA and Europe. The key takeaway is how to make it a worldwide success.
セッションの内容
アジアで開発されたゲームは、常に欧米での成功に困難をきたしてきた。それには様々な理由があり、このセッションではそのいくつかに注目して取り上げる。欧米プレイヤーは、異なったプレイをし、異なったメカニクス、スタイル、プレイ方法に慣れている。このセッションでは特にゲーム・メカニクスの違いと同時に、マネタイゼーションの違いについても取り上げるが、さらにグラフィック・スタイルや文化の違い、プレイスタイルやユーザーの期待にどのようなインパクトをおよぼしているのかについてもお話しをする。もちろん、ガチャ、RPGメカニクス、Pay to Winなどのマネタイゼーションの重要な課題にも触れる。さらに注目するのは、アジアでのゲームの変遷が、何故市場ごとに異なる大きなインパクトを与えてきたのか、何故アジアは同じアジアではないのか(中国/韓国と日本のゲームスタイルの違い、及び西洋のプレイヤーとの互換性について)である。その他のトピックとしては、日本のコンソールの歴史がプレイ・スタイルに大きな影響をもたらしていること、また、iモードやUMTSといった様々な異なった携帯電話やインターネットの展開の歴史が日本における携帯ゲームに影響していることについてふれる。こうした相違を示す例としていくつかのゲームを参照する。たとえば「パズル&ドラゴンズ」を挙げ、日本で成功したように欧米でも成功させるにはどのような変更が必要だったのかについてお話する。
Games from Asia have always a hard time to be successful in the west. This has multiple reason and this talk will highlight some of them. The audience in the west plays differently and is used to different mechanics, styles and ways to play.
With this talk I will cover the differences in game mechanics as well as monetization in particular but will also cover topics like graphics style and cultural differences and which impact they have on play styles and user expectations.
Of course I will touch key issues like Gacha, RPG mechanics, pay to win regarding monetization.
I will also highlight why the game history of Asia had such a large impact on the differences between those markets and why Asia isn’t Asia, i.e. some differences between the Chinese/Korean and Japanese game styles and their compatibility with the western audience.
Other topics touched will be the console history of Japan and their heavy influence on play style and also the different mobile phone & internet history like I-Mode & UMTS and their influence on mobile games in Japan.
Some games will be used as references to show those differences and I will use Puzzle & Dragons as a reference what changes would have been needed to this game to make it as successful in the West as in Japan.
講演者プロフィール
Teut Weidemann
Teut Weidemann is an online games & f2p consultant and consults clients world wide, among them Ubisoft, Digital Extremes, Edge of Reality, Headup Games & more – and Ubisoft Blue Byte on new online game projects after he assisted them on the browser game of the year “The Settlers Online”. Teut started in the games industry in the 1980’s and since shipped over 100 titles on most known platforms. After working for Apple Computer and Microsoft Games, he founded his own developer Wings Simulations in 1996 which shipped the highly rewarded Panzer Elite for Psygnosis, a Sony company back then. After selling his company, he joined CDV as CTO for more than 2 years where he was responsible for all development. Since 2007 he is consulting companies who have or want to enter the future of gaming: the online space. His recent project he consulted in online game mechanics and monetization is Assassins Creed Identity on mobile.