In recent years, it seems that Japanese users are on the rise. It can be heard from the data published by Steam’s operator Valve. There will be various views on the factors of increasing Japanese user. On the other hand, among some game developers and gamers, it seems that there is a view that Japanese people are relatively tough, and that manufacturers may be reluctant to release them and Japanese support. 。 However, these arguments vary depending on the manufacturer and title, so it is also difficult to answer.

• 11 Bit Studios ・ KONRAD Adamczewski
• Chuckle fish ・ Alexis Trust
• Hooded Horse / Tim Bender
• Neon Doctrine / VLADISLAV TSYPLJAK
• NO MORE ROBOTS ・ Mike Rose
• PID GAMES

So, how do publishers actually sell games on Steam? In our magazine, I would like to introduce the following four items to seven overseas publishers developed on Steam and received answers.

** ① Do you feel that Japanese users have increased in the sales title at Steam?

② Are there any popular titles for Japanese users now? Also, please let me know if there is a title that you should pay attention to, and you should like it.

③ Do you think Japanese reviews are severe? Are there any cases of releasing Japan, concerned that the evaluation of the work will decrease?

④ Do you plan to actively proceed with Japanese support in the future? Are there any plans to add Japanese support to past works? **

11 Bit Studios ・ KONRAD Adamczewski

① (Do you realize the increase in Japanese users)
11 At Bit Studios, the sales from STEAM seem to be very stable. When I checked with the business development team, it was said that there was no major fluctuation recently. This may be the reason we have always shown their presence for the Japanese market.

For Steam, all titles such as Frost punk, This War of Mine, MOONLIGHTER, and Children of Hortatory of Family Bonds-) are all compatible with Japanese. I was allowed to. I think these initiatives contribute to stable sales.

② (Games that I want Japanese people to pay attention to the popular games)
Moonlighter (Moonlight’s Adventure of Moon Writer and Brave) has become popular in the console version, especially Nintendo Switch, but the STEAM version is also strong. The fact that it is a work like a love letter to RPG during the Super Nintendo era may have led to sales in Japan, and it may have fitted well with Nintendo Switch.

Currently, we are preparing for release in Japan for the adventure game South of the Circle already being distributed in other areas.

③ (Did you think about the Japanese reviews, or have you decided to stop Japanese translation because of the harshness)?
Regarding Japanese reviews, Frost punk is a very good popularity rate. The same is true for THIS WAR OF MINE. Apparently, we know how to make games that can be used for Japanese people (grin).

However, it may be true that Japanese reviewers are more severe. In Japan, the game in Japan is basically a big part of the culture, so it may be more seriously evaluated. Of course, games are very popular in Europe and the United States. However, there are still game centers in Japan, and mobile games are also very popular. Among the general people, it can be said that games in Japan are closer to Europe and the United States. With that background, the Japanese may be deeply digging the games and evaluating them strictly.

④ (What will you do in Japanese support in the future? What is the Japanese language support for past works?)
What I want you to pay attention to in Children of Mortal is that it supports Japanese until the narration in the game. It was good to be in charge of a wonderful voice actor like Takata Tsuchishi. We also want to actively engage in these efforts in our future titles.

Chuckle fish ・ Alexis Trust

① (Do you realize the increase in Japanese users)
Certainly I feel it! In fact, at the time of our sales title, Pathway, the attention of Pathway, we decided to deliver further titles such as Eastward and Wild Frost to Japan in partnership with the bridge games. Now, when we decide the localized language, we often need Japanese.

We believe that participation in Japanese events such as Bit summit and Tokyo Game Show is an important point in our marketing and publicity activities. I would also like to mention that valuable feedback from players has led to improving games and localization.

② (Games that I want Japanese people to pay attention to the popular games)
Pupil’s action RPG Eastward was very popular. In this work, in cooperation with Japanese partners, we have prepared a Japanese-only collector edition that includes special goods. I think that we have been able to convey our enthusiasm to Japanese gamers and media. For us, it also led to deeper understanding of Japan, and it was a chance to work more in Japan in the future!

In addition, there is a wonderful card game called Wild Frost as a work scheduled to be released in the future that is not too far for PC/Nintendo Switch. It is a deck-built strategic game with rogue elements, and everyone will like the cute worldview. We are planning to exhibit this work in Bit summit and Tokyo Game Show, so if you have the opportunity to play, please let us know your opinion!

③ (Did you think about the Japanese reviews, or have you decided to stop Japanese translation because of the harshness)?
Japanese reviewers have only received fair opinions. It is generally the same as the contents of the Western reviews, and we have never excluded Japan from our release plan. We welcome all kinds of feedback from all over the world to improve the game.

There are many opportunities to reach the players of the work, expand the community, and get valuable feedback. So I think it’s ridiculous to ignore a certain area. For us, the benefits of supporting Japan are much greater than the disadvantages.

④ (What will you do in Japanese support in the future? What is the Japanese language support for past works?)
We will continue to support Japanese fans as much as possible! In the development, in-game textbooks and UI/UX in the Japanese-language-based language-based language like Japanese, we will proceed while considering how it will be displayed on the screen, so that everyone can enjoy it from the first day of the release. It is working. Some past titles may not be possible from now on. However, it can be said that the future is bright for Japanese players, and we will do our best and deliver the work to as many people as possible.

We love Japan, and Japanese players are kindly supporting our studio. We will continue to create games that we think we love and enjoy Japanese players.

Hooded Horse / Tim Bender

① (Do you realize the increase in Japanese users)
Since our company is still short, we can’t say anything about long-term users (all our titles have been released this year). However, we can tell that the ratio of Japanese users in our title far exceeds the Steam report. For example, Clan folk and Old World exceed 6%.

I’ve been appealing to other publishers and developers the importance of localization in Japanese for a long time, and working to increase the number of works corresponding to Japanese. In an interview with GameDiscoverco, a site that has become a valuable source of information for publishers and developers in marketing in Steam, we mentioned that matter (*).

(*: In an article in Gamediscoverco, Tim Gender pointed out the importance of Japanese language, especially in strategy games. In Old World, Japan records sales approaching Germany, which is said to be popular in the same genre. It is said that there are many eager PC gamers in Japan, so every game should seriously consider Japanese support).

② (Games that I want Japanese people to pay attention to the popular games)
All of our titles are popular in Japan! Not only the released titles mentioned earlier, but also the works to be released in the future, the proportion of Japanese users of wish list is quite large. Among the unreleased works, it seems that the strategy game Terra Invite on the theme of alien invasion seems to be particularly interested.

Japanese players feel the kindest and cooperative in the world. That’s why our titles are strong in Japan, and influencers are making great efforts to share their love for the work. In fact, at the launch of Old World and Clan folk, more than 90%of the tweets that commented on both works on Twitter were in Japanese! The wonderful Japanese influencers such as Mr. Sodium are greatly supporting us.

③ (Did you think about the Japanese reviews, or have you decided to stop Japanese translation because of the harshness)?
We don’t think so at all! The popularity of Japanese players reviews is generally the same compared to other languages. In OLD WORLD and CANOLA, Japanese players’ reviews are the same as overall popularity.

④ (What will you do in Japanese support in the future? What is the Japanese language support for past works?)
We promise that if it is a localized work, all the titles to be sold will support Japanese.

At the moment, 15 of the 16 titles to be released or in the future are compatible with Japanese. The only exception was NEBULOUS: FLEET COMMAND, and unfortunately this work was not produced so that it could be localized (so only for English). However, if the developer adds another language support, the 16th work that remained until the end will be compatible with Japanese!

Humble Games

① (Do you realize the increase in Japanese users)
Our sales at STEAM have increased by about 20%for Japan year-on-year. However, the number of titles released in Japan is increasing, so there are various possible reasons. One thing to do is that Humble Games has been supporting Japanese gamers through localization. I hope that this year, next year, and even more new works will be greatly appealed to Japanese gamers.

② (Games that I want Japanese people to pay attention to the popular games)
ONE STEP from Eden is especially popular. This is a real-time strategic action game for cooperative play by indie developer Thomas Moon King. Released in 2020, especially in Japan, is the second-largest sales after the United States! Unpacking is also strong. This is a Zen puzzle game developed by Witch Beam. It is a work on the theme of familiar experiences in the new house, and has also been awarded.

There are several works that will be released in the future that will be accepted by Japanese people. One is Coral Island from Stairway Games. It is a simulation game that can make a farm leisurely, and will be distributed early on October 11. Rose-Engine’s survival horror game Signals will be distributed on October 27. There is also MINE KO’S NIGHT MARKET affected by Japanese villages. It is a story-led social simulation adventure game and will be distributed soon.

③ (Did you think about the Japanese reviews, or have you decided to stop Japanese translation because of the harshness)?
Games are not only acceptable to all people around the world, and reviews will change depending on personal preference. Regardless of the origin, I think that evaluation is like that.

We welcome any opinion, whether positive or negative. In any case, it will lead to learning for the release of future works. Therefore, I have never avoided releases in Japan, thinking that the review score may fall.

④ (What will you do in Japanese support in the future? What is the Japanese language support for past works?)
HUMBLE GAMES supports all titles in Japanese. One of the values as a company is that we do not eliminate anyone, and we are trying to get our works as much as possible to play our works as much as possible. 。 Japan has a great tradition about video games, and is therefore an important market for our partner developers.

Neon Doctrine / VLADISLAV TSYPLJAK

① (Do you realize the increase in Japanese users)

Looking back on the last five or six months, sales from Japan have certainly increased considerably.

② (Games that I want Japanese people to pay attention to the popular games)
Our titles are quite often sold in Japan. According to recent titles, The Legend of Finding and My Lovely Wife are strong.

③ (Did you think about the Japanese reviews, or have you decided to stop Japanese translation because of the harshness)?
I can’t say if the Japanese gamer’s review score is more severe. We strive to release all titles with high quality and no bugs. Therefore, it is basically a good evaluation, and it matches the evaluation from Western players.

④ (What will you do in Japanese support in the future? What is the Japanese language support for past works?)
Most of our titles have already been compatible with Japanese. We work closely with BEEP COMPANY to localize with the best quality. They also help marketing in Japan and setting up local media developers, including Automaton.

NO MORE ROBOTS ・ Mike Rose

① (Do you realize the increase in Japanese users)
Examining sales data, the proportion of Japan in our whole sales was about 1.5%, about 1.5%even if we narrowed down to the last three months. Therefore, it can be said that there is no change if you look at our title as a whole.

However, if you look at Japanese-language titles individually, sales from Japan are rather decreasing! For example, the sales of Descender from Japan account for 1.4%of the total, but in the last three months it is 0.9%. Let’s Build a Zoo is 3.3%overall, but has decreased to 2.6%in the last three months. Nevertheless, I realize that the number of Japanese players who talk about our titles on SNS, including Twitter.

② (Games that I want Japanese people to pay attention to the popular games)
Let’s Build a Zoo has more sales from Japan than any other title of us. This work is the most recently released work for Japanese compatible titles. Does Japanese players are more interested in new titles than old works?

We will release SPIRITED soon in Japanese. We expect this work to sell well in Japan because there is a tendency listed above!

③ (Did you think about the Japanese reviews, or have you decided to stop Japanese translation because of the harshness)?
Regarding whether the Japanese player’s Steam review is more severe, let’s show some data here. The popular popularity of Let’s Build A Zoo is 89%overall, 82%for Japanese players. In Descender, the whole is 95%and Japanese players are 81%.

Looking at these data, Japanese players may be more severe. But I don’t care! It’s worth it to have a Japanese player play our title.

④ (What will you do in Japanese support in the future? What is the Japanese language support for past works?)
We have determined whether to provide Japanese support for each title. I will continue to do that in the future. For example, SPIRITED should support Japanese in the setting of the work. On the other hand, Slayers X: Terminal Aftermath: Vengeance of the Slayer will not be compatible with Japanese. This work is very close to American culture, such as full of American jokes, so we believe that it is difficult for Japanese to understand.

PID GAMES

① (Do you realize the increase in Japanese users)
Japan is a difficult market, and the importance of exposure to the media is high. However, it seems that Japanese players are increasingly creating and participating in communities in PC indie games. This is seen not only on Steam, but also on Twitter.

② (Games that I want Japanese people to pay attention to the popular games)
Personally, it was surprising, but Hell slave is quite popular in Japan. VERNAL EDGE and Gravity Circuit, which will be released in the future, are also attracting much attention.

③ (Did you think about the Japanese reviews, or have you decided to stop Japanese translation because of the harshness)?
I have never been concerned. Compared to other local players, Japanese players are basically fair. For decades, Japanese games have been released very well polished. This is because the market for console games that could not be corrected in patches was the center. And in recent years, Japanese players have been looking for games without high quality and bugs. That is where we will pursue.

④ (What will you do in Japanese support in the future? What is the Japanese language support for past works?)
We have recently supported Japanese with about 80%of works.

According to the answers from each company this time, some manufacturers have confirmed the increase in Japanese Steam users and the trends of reviews, while others are not. After all, the situation may differ depending on the title developed by each company. On the other hand, it was common for Japanese PC gamers to be positive for release to Japan, probably because they were relatively familiar. Even if it is a business in the business, it may be a happy trend for Japanese users. Since this paper has not conducted a statistical survey, we do not intend to derive the above-mentioned topic conclusions. However, I guess it was an interesting answer that gave a glimpse of the perceptions of each company and the efforts of Japan.