Games Reviews Are Going Global With Japan’s Gaming Passport Service
Sankei Digital and Kartz Media Works released the Games Reviews Passport. This service, which was designed with the goal of aiding game publishers in Japan reach a global audience. It was released on March 1st (last Thursday).
The system functions by helping publishers promote games on all platforms: mobile phones, consoles, and PCs. The system is meant specifically for gaming marketing. So that they can do all kinds of activities—PR campaigns (grassroots or otherwise), consulting, market research, engagement from streamers and Let’s Players. Social media use and research—with one unified platform.
Because Japanese is difficult to understand and translate. The service is particularly helpful for games from the region. The cultural and linguistic barriers make it hard for Japanese publishers and developers to find large user bases in other countries. Similarly, games also have difficulty attracting e-sports players from countries other than Japan. Language and cultural barriers often make it difficult for Japanese publishers to find a strong overseas user. The base for their games or, for esports teams, to make a place in the world beyond Japan. Games Reviews Passport was conceived as a way of overcoming these challenges in addition to its marketing functions.
The platform or network allows every market to succeed locally, no matter where in the world it is located. Its consultancy service, for example, will allow consultants to recommend title or content changes to be more compatible with local markets, and help in developing advertising that works well with a given culture. The system covers target regions in most of the world: East Asia, North America, Europe, and Southeast Asia. There is still no data on whether a Middle Eastern, Latin American, or Caribbean target region will be added to the mix.
The platform will be particularly well-appreciated in an era. Where Japanese games are becoming more and more popular globally. The popularity is particularly intense for the two Japanese consoles: the PS4 and the Switch. Hardware, for both consoles and PCs, is experiencing huge market increases, and the esports scene in Japan hasn’t ceased growing.
Sankei and Kartz Media
Outside of the Games Reviews Passport, Sankei is known for writing the Japanese version of gaming website IGN. Daniel Robson, the chief editor of the Japanese division, had this to say: “Whether on a console, PC, or mobile platforms, the opportunities for high-quality Japanese games to succeed overseas are greater than ever.” “This partnership will draw on the global network of both companies to offer a bespoke and effective approach for each local market, a Gaming Passport to enable passage from Japan to the world!”
IGN Japan was officially founded on April 11, 2016, and has been growing significantly since then. The service offers articles translated from English, as well as original Japanese-language content. This is important because unlike gaming markets in other sectors. Mainstream Western media don’t discuss Japanese video-game markets in as much detail as they should.
Sankei was founded in 2005 and merged with the digital department of Sankei Shimbun Co. (a publisher of Japanese newspapers) in February of the following year. It is currently in charge of original-media websites in all mediums and distributes content for mobile and portal websites. As for Katz, it began work in 2010, and its typical tasks are digital marketing and PR services, at both the domestic and international levels.
The gaming industry in Japan offers well-known gaming magazines like Famitsu. Gamers in the West typically look to these magazines. It to find out new information about upcoming games or to find out about leaked content. Dengeki makes magazines for the major systems. However, many gamers get their info from gaming websites like IGN Japan, Hachima Kikou, and My Game News Flash, as well as official channels like Nintendo Direct. Social media is a big player as well: many Japanese gamers find out about new releases by reading articles shared on social media websites and message boards like 2chan.
As for Kartz Media, the Japan-based company is the brains behind Global PR Wire. That platform for distributing press releases that are used in 45 countries all over the world. Even though it was only founded in August of last year. They also say that they operate the only network related to global gaming in the country. Their CEO, Takashi Murakami, had this to say: “Joint cooperation with Sankei Digital will allow us to cater to both overseas PR and advertising needs. While enabling comprehensive and game-specialized support in marketing overseas.” “I’m extremely grateful that we can help create opportunities for fans all over the world to experience the high-quality game content made in Japan.”