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Capcom to adapt its strategy to different regions

Capcom is planning to target its three main markets — Japan, North America and Europe and Asia — differently to better meet the needs of each group, the company's corporate officer and head of consumer games development Yoshinori Ono recently said.

In an interview posted to the official Capcom website, Ono said the three regions are different in the kinds of games and platforms they've embraced, so the company cannot adopt a one-size-fits-all approach.

"In Japan, for example, home video game consoles enjoy the same amount of popularity among gamers as smartphones and computers," he said. "On the other hand, there is little need to focus on game consoles in other Asian countries because they are only used by hardcore gamers. We do intend to continue marketing titles aimed at hardcore gamers, but in general our primary focus in Asia is building up the market for online games."

In North America and Europe, where home video consoles are most popular, Ono said a widening of the income gap has led to differences in the attitudes people have toward games, so the company needs to adapt its services to meet the needs to these groups.

Strategies that the company might pursue to meet these market needs include offering some games as free-to-play titles so everyone can access them, but players are required to pay for additional items and other game content. Ono cited the example of the company's upcoming PlayStation 4 title Deep Down, which is a home console title that adopts the free-to-play model of many online games.

"When we develop an online game, we aim to create a game that allows people already playing it to continue enjoying it," Ono said. "At the same time, we try to avoid boosting the number of players just for the sake of getting new people to play. The game Deep Down is provided free of charge, but players are required to pay for additional items and other game content. To ensure people playing the game don't lose interest, we will keep working to deliver stable long-term services."

Ono's full interview where he discusses the company's views on downloadable content can be read here.

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