"What people in Japan really would like to see is a very well-developed personality."In this free GDC Vault video from GDC 2004, former Sony localization director Ryoichi Hasegawa discusses how character designs for iconic IPs such as Jak and Daxter and Crash Bandicoot were tweaked for the Japanese market, along with how GTA3 and Medal of Honor were a success overseas. Hasegawa also compares the Western ESRB rating system to Japan’s CERO system, examines trends in Japanese market (several of which continue today), and more in the talk "A Peek Behind the Shoji: Japan's Videogame Market Today."
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Video: how Western games succeeded in Japan, circa GDC 2004
Ryoichi Hasegawa discusses how Sony localized Crash Bandicoot and Ratchet & Clank for Japan, examines GTA3 and Medal of Honor's success, and offers tips for making games for the Japanese market.