“We have to appeal to customers with different preferences. Sega did not succeed. Konami did not succeed. Namco Bandai did not succeed. Western publishers have not succeeded in selling in Japan. Nobody has succeeded at globalisation,”
Bold claims from Square Enix CEO Yoichi Wada. He goes on to say;
“But it hasn’t succeeded because it was always based on Japanese direction. It was Japanese people who commissioned the western developers to make games.”
“It is important that what’s in America should be handled by Americans… The same goes in Europe and in Japan. These people who are deeply rooted in their own cultures can engage in their own dialogues. The mistakes I have seen so far are when Japanese people try to do everything the Japanese way, using Japanese workers in different areas of the world.”
An interesting point of view, but with SEGA’s great successes in Europe and America in recent years do these claims have much weight behind them?