"Then, let's create something new within that."
"Huh? What do you mean?"
"For example, it's an RPG, but if we make it like Super Mario, where you directly clash with enemies in the field... Let's call it an action RPG for the sake of genre definition. Wouldn't that stand out?"
"Awesome!! Kang, I love that!! It's totally my style!! You're a genius, after all!!"
Oh, thank you. Shigeru quickly downed his can of coffee and rushed into the development room. Ah, it seems like ideas are swirling around in his head.
Alone in the break room, I sipped my can of coffee and got lost in thought for a moment. Whether it's Dragon Warrior or The Legend of Zelda, they're the most popular games in Japanese gaming history, so I don't need to worry, right?
As expected, after the release of Dragon Warrior, the Japanese gaming industry was hit by an RPG storm. Unlike existing action games, the RPG genre, which offered grand adventures, was loved by everyone from kids to adults, leading to even higher sales of the Family console. PC Engine had no room to compete anywhere in the market.
"Keh, NEC can't keep up with our Nintendo even with their high-spec next-gen consoles."
Lately, President Yamauchi's confidence had been soaring, and he gazed at the rising stock prices with a satisfied smile. Beside him, Mr. Gunpei also joined in, smiling to please President Yamauchi.
"Dragon Warrior has been number one among students recently. Thanks to that, the somewhat sluggish sales of the Family Computer have increased significantly."
Consoles are strange creatures. In this day and age, consoles were machines that couldn't do anything on their own. It had become a standard that console sales were inevitably linked to software, and this meant a certain amount of royalty revenue for Nintendo.
"Yesterday, a game magazine journalist who covered The Legend of Zelda by Shigeru praised it, saying the article would be great."
Shige, this guy, is going to make a big splash again this time. But game magazines... do they still exist these days?
"Yes, it seems like it would be good to use that magazine for marketing whenever news from the gaming industry or new releases come out. It seems to have a considerable circulation, especially among students."
In the analogue age where new information was only shared through magazines since there was no internet, I, too, had fond memories of eagerly awaiting the day when game magazines were released before the PC communication and internet era became active.
"So, how about trying a new marketing strategy with that magazine for The Legend of Zelda this time?"
"Huh? Kang, do you have a good idea?"
When I spoke up, President Yamauchi and Mr. Gunpei both turned their eyes to me. President Yamauchi had a subtle expectation in his eyes, wondering what words would come out of my mouth.
"Coincidentally, we will start production of The Legend of Zelda cartridges next month, and FamiCom magazine is scheduled to be published a week later."
"Oh, Kang, you knew about that magazine too? So?"
"This time, The Legend of Zelda is a highly anticipated title even for Nintendo, so how about we create a premium strategy?"
"A premium strategy? Even if we churn out the same game, is there any way to differentiate it?"
"For the first batch of 500 cartridges, we could make them golden in colour..."
Upon hearing this, Mr. Gunpei exclaimed first, "Ah!! Are you suggesting we change the cartridge colour?"
"In the same game, we're creating rarity. If we show the physical copies to the FamiCom journalists, they'll write articles about it. This will heighten the anticipation of the The Legend of Zelda players."
"Even though it's the same game, introducing special colours for the initial production run of cartridges. Is that okay, Mr. President?"
"Not bad. However, aren't 500 units too few? We should at least make around 10,000..."
"No, that quantity is just fine. Trust me."
This marked the beginning of the limited edition marketing that would empty gamers' wallets until 2015.
...
On the release day of The Legend of Zelda, December 17, 1985. Shigeru and I had arrived in Akihabara, Tokyo. President Yamauchi and Mr. Gunpei were scheduled to visit the venue in the afternoon. Shigeru, looking groggy due to lack of sleep, kept yawning repeatedly by my side.
"Kang, do you think it will go as expected? Even though it's been several game releases, I can never sleep well the night before the release day."
"Last month, the FamiCom magazine article on The Legend of Zelda did well, and the market response seemed positive. Shall we go check it out?"
As I smiled and took a step, Shigeru followed me with a slightly worried expression. Intentionally scheduling the release day for Saturday, we left the station and headed to the designated venue.
"Why is it so quiet on a Saturday? Shouldn't it be crowded with people?"
"Shigeru, it's Saturday morning at 9:00 AM. Do you expect it to be crowded at this hour?"
"Oh, is that so? It's like that, huh? Haha~"
This guy has really lost his mind. I glanced at Shigeru with a slightly puzzled expression, then continued towards the venue.
Akihabara had begun to see an increase in stores dedicated to selling games. The venue we were heading to, in particular, was the largest game specialty store in Akihabara. Thanks to high-quality games like Super Mario and Dragon Warrior, the Akihabara streets were thriving, and there was hardly a trace of the Atari Shock anymore.
I looked around with a satisfied smile, feeling as if I were witnessing the birth of a newborn. After walking for some time, we almost arrived near the venue when I encountered a peculiar scene. Saturday morning at 7:00 AM. In an area that typically had no bars, some young men were sitting on the street.
If it were Kabukicho or Shibuya, I might have understood the scene somewhat, but in a place with no bars, they gathered together, sitting on the ground, and engaged in conversation.
"Do you think we can get our hands on it? They said there would be a limited quantity of 500..."
"Idiot. Do you really think Nintendo will dump 500 units in one store here? They've already distributed them nationwide. We might get around 200 units at the event, but there's no way they'll reach us. That's why I've been waiting here since yesterday evening!"
"Do you think anyone expected this many people for a new game release!?"
What's going on? A limited quantity of 500? Are they here to buy The Legend of Zelda? But why are they here instead of at the venue? Passing by the guys muttering at the end of the alley, Shigeru and I entered the path to the venue, and as soon as we did, we froze on the spot.
"Ka-Kang? Am I dreaming right now?"
"You're probably thinking the same as me."
Unbelievable... The line of people stretched all the way to the venue, and we couldn't even see the end of it.
TL Note -
Famitsu, formerly Famicom Tsūshin, is a line of Japanese video game magazines published by Kadokawa Game Linkage (previously known as Gzbrain), a subsidiary of Kadokawa. Famitsu is published in both weekly and monthly formats as well as in the form of special topical issues devoted to only one console, video game company, or other theme.
Shūkan Famitsū, the original Famitsu publication, is considered the most widely read and respected video game news magazine in Japan.
The name Famitsu is a portmanteau abbreviation of Famicom Tsūshin; the word "Famicom" itself comes from a portmanteau abbreviation of "Family Computer" (the Japanese name for the Nintendo Entertainment System), the dominant video game console in Japan when the magazine was first published in the 1980s.