A prominent series in the United States, the goal of Harvest Moon is to maintain a farm with crops and animals over a period of time while befriending the other townsfolk and eventually becoming married to one of the many bachelorettes in the game. To raise the l


Tokimeki Memorial Girl’s Side incorporated many new features to the game to appeal more towards the girl audience and better simulate dating. On free days you can now go shopping to several different stores to purchase clothes and plan your outfit for dates or join an after school club. You can also choose from several businesses to apply for a part-time job and there are over 20 places you can go on a date, which also change though weekly in the game. For instance in the winter you can go skiing in the mountains, and the local movie theatre shows a different movie every week. Other characters in the game can send you messages throughout the game by “email” and every quarter you take finals which at the end of the game partly determines what university you go to in the ending. Tokimeki Memorial has numerous game play elements that randomly vary so that the game isn’t ever exactly the same every time you play.
Though Tokimeki Memorial is extremely popular and successful in Japan, not a single game from the series has been shipped overseas, and the game developers don’t ever plan to either. There are multiple support groups online to have the game shipped over in the U.S. but regardless the dating sim genre has never treaded over to the U.S. before successfully and the predicted responses to such a genre is unknown. The only other similar game that was successful after being shipped overseas was the Phoenix Wright series featured on the Nintendo DS, but it is a Visual Novel game not a Dating Sim and so far hasn’t become as mainstream as it is in Japan. The bottom line is the Game Developers just can’t risk translating the game for other countries.
Culture and target audience is the whole reason I’m speaking of that causes these games to fail once shipped over. There are just a plethora of things in American culture that is different from Asian and Japanese Culture. So it’s to be expected for the social norms, expectations, idealisms and taboos to be different as well. Conflict from cultural differences is to be expected. Just like any other media of expression, games reflect and are influenced by the culture they are created from because their creators are raised in that culture and their audience as well. It is only natural for them to implement the same ideals in their games, because it is what their audience is familiar with and it’s always easier to reach or side with something familiar than something foreign.
The Entertainment Software Association in 2006 reported that 38% of video game players in America are women. In America we socially connect playing video game as a male activity. Even though we are making strides in increasing the number of women that play video games to change that stereotype women are still currently a niche market. Due to this there are more video games in America that targeted specifically to males than to females. However in Asia, women who play video games actually are relatively equal in number to males and furthermore the number of adults to children who play is more comparable as well. Since Tokimeki Memorial Girl’s Side 2nd Season is a game oriented towards females, it was able to flourish in Japan whereas it probably wouldn’t have in America.
Video games are not seen as something only men do, but as an activity everyone can do like playing cards and watching television, since playing video games are more of a social norm in Japan because the ratio of people who play video games is much higher. The Japanese video game market is diverse enough that they have the freedom to have more minor titles released that they can build and learn from. It is because of this the type of genres that are most sought after in Japan are the polar opposite of what is desired in America. Popular genres in Japan are currently Role Playing Games, Dating Sims, Music/Rhythm Games, Visual Novels and lastly games that are based off of popular manga (Japanese Comics) and anime. While Americans favor games that are First Person Shooters, Action and Sports Games. However because of games such as Rock Band, and Guitar Hero, Music/Rhythm games are slowly becoming more main-stream in America. Regardless of all the dissimilarity of interests between the two countries, both do share favoritism to Massive Multiplayer Online Role Playing Games, though which games favored specifically differ, with Japan siding with Final Fantasy XI and Americans with World of Warcraft.
Dating Sims games like Tokimeki Memorial Girl’s Side 2nd Season in of themselves somewhat break social mores in America due to their reclusive nature of game play built around the simulation of romantic relationships. America generally considers discussing information about personal relationships something private to individuals within social in-groups and our public versus private persona are kept separate. Something like a simulated romantic relationship would be kept as part of a private persona because it is seen as unusual and unhealthy to real socializing. Oddly though, Japanese culture would seem like it would share the same type of thinking. Yet the reality is in Japan people are less likely to outright criticize or make fun of another who they are not extremely close with, since they always honor the other individual to maintain the harmony of the group as is characteristic of collectivistic cultures.An American taboo conflicting with Tokimeki Memorial Girl’s Side 2nd Season would be the type characters you are allowed to pursue in the game. Specifically you are able to pursue your homeroom teacher Wakaouji Takafumi, though admittedly from the art style he doesn’t look a year above 30 throughout the game. In the previous installment of Tokimeki Memorial Girl’s Side you were capable of also dating your high school principle Amanohashi Ikkaku, who looked like was about 40-years-old. I think that if the game is ever is translated and shipped to America these characters would have to be made unchase-able or risk getting lots of complaints and law suits for inappropriate content. Other things that would need to be changed or made aware is the culture specific holidays in the game such as White’s Day, a special day in only Japan where the guys give gifts to girls as a follow up to Valentine’s Day, where the girls give chocolate to the guys.
Originally designed for the Playstation 2, Tokimeki Memorial Girl’s Side 2nd Season is a DS version of the original PS2 game with additional characters and a new Skin-Ship mode added to take advantage of the DS touch screen. The game developers didn’t just choose their choice of platform for the game out of nowhere. Their choice was chosen based on specific cultural marketing reasons just had the genre of the game been. From the Japanese busy on-the-go lifestyle, there is a constant advancing need for more portable and multimedia devices which can be easily carried around and taken out whether it is on the bullet train to school, or while at a café on a lunch break. According to Media Create in 2007, the Nintendo DS sold more units than the lifetime sales of the Playstation 2 in Japan. With the newest release of the Nintendo DSi, hailing a new camera feature, larger screen, and DSi Ware with internet browsing capabilities, 500,000 units were sold its first month in Japan. Besides the lifestyle factor, brand loyalty is a social norm in Japan as well, which is the second basis for Microsoft’s ongoing difficulty of breaking into the Japanese market with the Xbox360, besides the lack of games with genres that the Japanese audiences have shown to prefer. To this day only one Xbox or Xbox360 game has ever been in the top 100 sales list in Japan. A fourteen-year-old Real Time RPG franchise game, Namco Bandai’s Tales of Vesperia for the Xbox360 was placed at #82 on the list.
These phenomena of difference in thinking and interests can chiefly be explained by the Collectivistic versus Individualistic social cultural difference. Collectivistic cultures such as Japan put more importance on the interdependence of the group community instead of the goals of the individuals that make up the group community. America in contrast is built upon the idea of freedom, individuality and self-expression that leads our culture to a more Individualistic way of thinking. For example let’s suppose you received a failing grade and your parents were disappointed in you. In a collectivistic culture the responsibility and feeling of fault for your failing grade would have been shared by everyone even though they themselves may have done nothing to cause it. On the other hand in an individualistic culture you as an individual would be held at fault for your grade.
How exactly does this apply to videos games? Well, since individualistic cultures encourage and attain fulfillment through self advancement rather than group goal advancement, a connection can be made for America’s preference for First Person Shooters, Sports games, and Sandbox games like Grand Theft Auto and Saints Row where the actions and decisions of the players are the leading force in creating what happens in the game. If you want to go steal a car and blow up a building you go do it, nothing is stopping you except yourself. Alternatively RPGs, Dating Sims, and Visual Novels stress the idea of character relational development and complex storylines, a way in collectivist cultures to strengthen ties to one’s community. Further more because collectivistic culture emphasizes the significance of groups they tend to distinguish in-groups and out-groups more so than individualistic cultures, which would explain their social norm for brand loyalty.
To further my research I would like to do a mini study where video game avid Americans would demo a small translated version of the Tokimeki Memorial game either on the DS or PS2, along with a choice of it being playable on the PC during a game convention such as E3 to see if there is market for the Dating Sim genre once and for all. This study would demystify for the most part the illusive fear Japanese Game Developers have of shipping Dating Sims overseas without risking millions of dollars translating it. I also have a hypothesis that if the game was ported to the PC more people would be willing to try the game because the PC base is much larger than video game consoles and handhelds in America. Perhaps Tokimeki Memorial may become the next Phoenix Wright maybe not, but we won’t ever know until we take action and actually test the waters.
Culture is easily the biggest influence in games, whether it is intentional or unintentional. It is foundation that drives the art, social interation, communication, style, platform, target audience, and pretty much everything to some degree. By becoming more culturally aware, countries are beginning to widen the diversity of their games in an effort to broaded the market. Games like Metal Gear Solid, Final Fantasy, and Super Smash Brothers are a testament to this and are bridging the gap between all cultures where everyone everywhere could enjoy them for the fantastic games they are.
Works Cited
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