I worked in the Digital business for more than 10 years, centered on Europe. In the Digital business, global competition is intensifying, due in part to a succession of companies entering the market from different industries, in addition to the traditional game companies. Moreover, the business environment is undergoing dramatic change due to the acceleration of digitalization on a global scale as a result of the influence of COVID-19. In this setting, my mission is to leverage the overseas experience that I accumulated over many years, and to accelerate global development initiatives under the ALL BANDAI NAMCO concept. In the Company’s Digital business, which is represented by network content and home video games, the overseas sales ratio is more than 50%. However, in consideration of the fact that the scale of the overseas market is overwhelmingly large in comparison with the market in Japan, there is room for further growth in our overseas sales ratio. To that end, in accordance with the premise that Japan is a single region of the world, it is important that we think from a more global perspective. I believe that my role also includes working to cultivate this mindset throughout the Group.
In network content and home video games, due to changes in the environment and to diversification of consumer behavior, there is a shift in the main business model, from a model where revenues end with the sale to a model based on providing content over the Internet, etc. (long-lived products). In this setting, the DRAGON BALL Z DOKKAN BATTLE smartphone game app continues to maintain its popularity even today, more than six years after the launch of online distribution in 2015. This has become a model of successful initiatives in the realization of long-lived products. Operational factors play a key role in the development of long-lived products. With focus on customers having fun, we implement ongoing initiatives that lead to long-term sustainability. For example, we analyze customer activity within a game and other factors, and we add new elements, implement updates, and hold in-game events. This style, in which we listen to feedback from customers and work together with them to nurture games, is behind the success of DRAGON BALL Z DOKKAN BATTLE. This type of experience is also reflected in long-selling titles based on other IP, such as the Tales of ... series.
Furthermore, in home video games, sales of TEKKEN7, which was launched in 2017, continue to be favorable. Cumulative total shipments have surpassed 7.5 million units (as of May 2021), and more than 90% of those were sales in Europe and the Americas. Sales of download content and digital items and the implementation of in-game events have contributed to this performance, and in addition I think that this is a result of careful community management with close ties to local regions, such as the implementation of esports in countries in Europe and the Americas.
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