Jane Austen is a beloved author in English literature who is remembered for the many strong minded female characters that she has created. Her stories has been retold and adapted into multiple formats and media. Probably an example that would date me, but would be perhaps familiar to readers who remember the mid-1990s with the movie Clueless (1995). The movie is on Cher’s matchmaking. Going back to the original story though it is the heroine, Emma Woodhouse who wants to play matchmaker for her friends. Because of her meddling, she learns about her own nativity and oblivious desires. In a conclusion that is prototype for the happily ever after romance story endings, Emma still ends up finding true love herself.
We had the privilege of interviewing Japan’s biggest idol group currently, Momoiro Clover Z! What kind of pets do they have? Which one of them has an “infinite sneezing technique”? And what anime crushes do they have? Find out in this exclusive video interview!
Tomoyo Kurosawa is a young voice actress who has already landed several prominent anime voice roles. She’s been acting in commercials, dramas, and stage plays since the age of 3, she also plays the voice of Sylphy in Amagi Brilliant Park, Itsuki in Yuki Yuna is a Hero, Miria in Idolmaster Cinderella Girls, and the lead role of Kumiko in Kyoto Animation’s Sound! Euphonium.
This interview was conducted by Raymond Hu and Michael Huang, and is edited for clarity.
How do you like US-style breakfasts?
I like it! My coordinator/interpreter took me here and I ate muffins and cupcakes, and I enjoy it.
I’m glad the food tastes good. But personally I think Japanese food tastes better.
I like them both!
What are the differences between voice acting and other types of acting?
When I was acting in person, it was more natural. But when I started voice acting, I had to train myself physically and pay attention to breathing and use of space.
Who is your favorite seiyuu, and why?
Miki Shinichiro, famous for Kojiro in Pokemon. He’s very passionate and I learned so much about voice acting from him.
How often do you watch anime and play games?
I don’t have much chance to watch anime, other than my own shows, but Katanagatari made a strong impression on me.
(SPOILERS FOR YUKI YUNA) When you were in Yuuki Yuna is a Hero, you voiced a character, Itsuki, who later lost her voice. How do you voice a character like that?
Up to episode 5, I did have lines, but after that my character couldn’t talk. In episode 9 there was a flashback scene, but there were three weeks total with no lines. Still, the character I played affected the other characters and encouraged them. I treated the role as I would with any other usually.
Sound Euphonium features good friendships between girls, but it’s not about romantic relationships. But it shows girls’ complicated emotions and frustrations that they can’t really express in middle school. It’s characteristic of puberty. It looks like romance, but it’s not really about that. It just symbolizes adolescent life.
Did you ever have any similar experiences like that in Euphonium?
I understand the feeling of being best friends, sympathizing and crying with them.
[Michael] How about with music? Did you ever play music and play in high school band?
I played the guitar in high school.
[Michael] Do you still play?
I practice euphonium now for the anime event!
[Michael] Did you ever have to go through an audition that is as hard as the ones shown in Sound: Euphonium?
For voice acting auditions, they listened to a recording to decide, but I’ve been to theater auditions where I had to be in a studio for four days and a workshop for one month.
What’s your earlier memory of acting? We know you started at three years old…what were you doing at the time?
I played a granddaughter of Tsugawa Masahiko on an NHK drama when I was three. I saw sugar candy and I started eating it!
*Note: In reference to some of the relationships depicted in Sound!: Euphonium; see this article on Gar Gar Stegosaurus for further analysis (SPOILER ALERT)
Yumiri Hanamori is a fresh young face on the voice acting scene. A 17-year old high school student, she has recently had breakout roles as Chiaya in The Rolling Girls and Uri-tan in Etotama. She will also be starring in an upcoming film in 2016, Garakowa -Restore the World- (ガラスの花と壊す世界).
Raymond Hu conducted the interview, which has been edited for clarity.
We saw on your Twitter bio that you call yourself a “yakitori based girl (焼き鳥系女子です).” Can you explain what you mean by that?
I really love yakitori, but it’s not really something that girls typically eat. It’s something you usually eat with beer or sake. Because I really love making people say “that’s weird,” I have this thing…I call myself that because I think people should love yakitori, no matter their age or gender.
What inspired you to begin seiyuu work?
When I was in middle school, I had a friend who told me that my voice sounded like an anime heroine’s. Back then I also really liked anime, and it was something I thought I’d like to do. They had a seiyuu audition and I applied for that, and that’s how I started.
Which anime character did your voice resemble?
I was in the tennis club, and the voice I was letting out when I played was like a fighting heroine’s. OOH!
You are still a high school student, so how do you balance between school and work?
At first, I was really just focusing on work and I didn’t concentrate much on schoolwork. But now I think balance things a bit better, and I will take the time on the train to review English vocabulary words or other things. I do a little at a time when I have a chance.
Studying is very important.
English is hard!
How do you prepare for your roles in anime, and who do you ask for guidance from?
When I’m prepping for a role, I find someone who is similar to that character and try to imitate the aura that person gives off. At first, I didn’t really have anybody to ask about these things, but now I have more friends who do the same work I do, and so I can ask them “how do you think I should do this character”?
Who’s your favorite Sailor Senshi and why?
Sailor Venus! I watched Sailor Moon when I was younger. You know how Usagi, the main character, is kind of clumsy and awkward? But Venus had long hair, and seemed like what a girl should be like–she has it together. I liked that about her when I was younger, and I still like her now.
Which seiyuu do you admire, and who would you like to work with in the future?
Junko Takeuchi, because I watched anime like Naruto and Inazuma Eleven ever since I was little, and I’ve always admired her since then.
Talk about your experience working on The Rolling Girls. Any interesting things happen? (SPOILERS AHEAD)
At first, when I auditioned for this part, I didn’t know that the character was an alien. So I played her as a regular girl, not too young, but not too old. It was hard to find that balance and get into the character at first, but as the series went on I was able to get to know her a little better and put a little more of myself into it and play around a little bit–like the little noises that she makes.
[Michael] Have you become a fan of the Blue Hearts* since?
I’m a huge fan now!
What type of anime do you like, and why?
Action and battle anime. I like kids’ anime but also late-night anime like Psycho-Pass.
Do you prefer the fisrt or second season of Psycho-Pass?
What fashion brands do you like?
What do you think of non-Japanese fans in general?
We act in Japanese, so that overseas fans are able to enjoy our acting without fully understanding the language makes me really happy to go beyond borders in order to reach them.
*Note: most of the insert songs and OP/EDs in The Rolling Girls are covers of songs by the classic Japanese punk rock band, the Blue Hearts.
Aimer, an up-and-coming J-pop singer with Defstar Records, is currently best known for her song for Fate/stay Night: Unlimited Blade Works OP “Brave Shine” as well as insert song “Last Stardust.” She has also done EDs for Bleach and No. 6, as well as Gundam Unicorn, and also recorded an album of covers called Your Favorite Things, which include songs by Lady Gaga, Coldplay, and other well-known artists.
We conducted this interview at Anime Expo 2015. The interviewer was Raymond Hu. The transcript is edited for clarity and grammar.
Which artists inspired your work?
I was inspired by Avril Lavinge and a lot of Japanese bands. As for songwriters, I’d say Bjork….for Japanese bands, Spitz.
[Michael] Did you ever watch Honey and Clover? Spitz did a lot of songs for that show.
I do remember the ED theme for Honey and Clover being theirs, yes.*
You did a cover album called Your Favorite Things and covered “Poker Face” by Lady Gaga. What do you think of her as a musician and performer?
Music-wise, she’s very rebellious and does very new things and that’s why I look up to Lady Gaga. Well, actually I’ve never met her in person so I don’t know what she’s like, but musically she really inspires me.
Could you talk a little bit about the making of Your Favorite Things?
Around the time of my debut, I worked with a production team called agehasprings. They were trying to figure out what kind of musical influences and genres they wanted me to aim towards. That’s how they got me started making this cover album.
I read on your home page that you lived abroad sometime [in the UK]. What did you learn from coping with a different culture?
It was definitely difficult to blend in with a different culture and it was a lot of stress for me. But I like the sound of English words so I felt very lucky to be in a different country.
You had to take a break from singing when you were 15. Can you describe your emotions at the time and how you overcame this trial, and what gave you your strength?
Obviously, I was very shocked that I couldn’t sing and I was saddened by it. But by losing my voice, it actually made me appreciate music more than I used to. That is how I overcame and conquered losing my voice.
Did any person or specific inspiration give you that strength?
I went to a lot of hospitals and a lot of doctors, and I finally came across a very well-known doctor. When we were able to figure out what was wrong, it helped me move on.
So identifying the exact cause helped?
After that, your voice evolved to what some call a “dry and sweet” tone. Can you elaborate on that?
It made me very happy and glad to hear people say that about my voice, because I’m not trying to act, to sing [with] that voice…it’s how I sing now. I really appreciate it because it’s my natural voice.
One of your songs is called “Re: I Am” and I understand a deconstruction of your performing name (Aimer). Can you explain what it means to you personally?
So this song was written by Hiroyuki Sawano. If you switch around my name it’s “Re: I Am” (an anagram). Before that song, I was singing very quiet, mellow songs, but this is very different…it was like discovering a new me. It was a very emotional encounter.
What adjustments did you have to make when you went from an indie artist to a major label one?
Moving to a major label meant I got to meet more fans, and I want to see and hear more from them. I appreciate all the support.
Could you talk about your experience working on the Fate/stay Night: Unlimited Blade Works song, “Last Stardust”?
“Last Stardust” was going to be the OP, but instead “Brave Shine” was chosen. However [the song] is like a farewell to a very weak me, taking that to the past, and becoming a stronger me.
*Note: Aimer is referring to the ED for the live action film version of Honey and Clover, “Mahou no Kotoba,” not the anime EDs, which were done by Suneohair and others.
Itaru Hinoue is lead character designer and one of the founding members of Key Visual Arts, one of the most influential visual novel studios in Japan. Her moe character style has helped define entire genres of visual novels and anime, from titles starting with Kanon and continuing into Air and Clannad. Inoue also contributed to the scenario of Key’s latest visual novel, Rewrite, and has also done other artwork as collected in her art book White Clover.
This interview was conducted by Lily Huang and Michael Huang. It has been edited for clarity and conciseness.
[Michael] When you started designing characters for Key, did you imagine that it would inspire an entire approach to doing this “moe” style?
I didn’t expect it at all!
[Michael] What were you trying to capture in designing characters that way, especially girl characters?
My characters have to be cute–that’s what I was going for.
After you did Kanon and Air, which were very popular games, was there a lot of pressure to meet fans’ expectations between Kanon, Air, and Clannad?
I did feel pressure to make it a better creation, to draw it better, to make better illustrations for each project I had.
I ask because Kanon and Air were only one year apart, but there was a 4 year gap between Air and Clannad.
Overall we wanted to do better because Air sold so well. We ended up taking four years because we wanted to go above and beyond.
Between Clannad and Little Busters, you worked on BL games. Do you think boys can be moe?
(Laughs) You must be really into it! I like making very handsome people…because I had been drawing girls, I wanted to draw some guys. With my style of moe, I can draw them…I like the smaller boys so I can apply it the way I like.
When I came across your BL work in White Clover I was surprised. It’s so different from what you’ve done before.
After Clannad I was trying to figure out what to do next, and I wanted to draw boys. I gathered some girls and did some [focus] testing to see what kind of drawings worked, and ended up making it at the company. That’s how it started off.
[Michael] What does moe mean to you, personally?
It means kawaii (cute).
[Michael] What do you hope the audience feels when they see one of your characters?
That’s a hard question! I want them to think–“my wife.” I want them to love them that much. I want them cute enough to say “they ARE my wife.”
What are your favorite character types to create–tsundere, megane, eyepatch, cool, etc.?
With Shizuru [Nakatsu, from Rewrite], I stuffed in everything I like into that chracter. That could be your base line of what I like to draw.
Are you aware that there are a lot of fans overseas of Key, and we were able to raise $500,000 for an English translation of Clannad?
I didn’t know it was overseas as much, but at Comiket, I did see some overseas users that visited.
Will Key focus on the overseas market in the future?
[producer] We’ll try!
How did you develop your special style of creating characters, with the large eyes and high noses?
I’ve been drawing since I was little, and I’ve always liked large eyes–it’s a staple. Whenever I draw they just end up being big.
Ryukishi07 of 07th Expansion is a pioneer in the visual novel scene. Best known as the original creator of Higurashi no Naku Koro ni and Umineko no Naku Koro ni, he has been plumbing the depths of suspense, horror, and mystery for many years. Recently, in a change of genre, he wrote Lucia’s route in Key Visual Arts’ most recent visual novel, Rewrite (whose head writer was Aura and Humanity Has Declined’s Romeo Tanaka).
This interview was conducted by Lily Huang, and comes courtesy of MangaGamer. It has been edited for clarity and concision.
Why do your stories revolve around the tension between natural or supernatural explanations for phenomenon? (For instance, the curse of Oyashiro-sama in Higurashi, the Red or Blue Truth in Umineko, and Lucia’s route in Rewrite.)
I like to leave it up to the audience to figure it out on their own.
Do what audiences come up with ever contradict what you imagined?
Yes, there are times when I present something, but readers take it a different way. It happens a lot. In the case of Higurashi, it took four years to make, and the readers had a lot of opinions and feedback, and I would take that and incorporate it into the next work. It’s like catching and passing a ball back and forth, an ongoing process.
You worked on Rewrite’s Lucia route, which was a collaboration with many other people. Was it harder to write it without any feedback from fans?
In the case of Higurashi and Umineko, it was my own work so I could do whatever I wanted. In Rewrite, it was Key Visual Arts’ work so I had to respect that, and it made me really nervous to write in a very different style and thought process.
When you did the Lucia route, did you have to write more “business” type than “passion” type than you usually do? How did it make your work with Key more or less difficult?
For me, when I could write anything I wanted, it was harder to come up with things. With Rewrite, there’s already a world and setting set up for me, as well as a character. It’s actually easier to write and expand that world. It was fun.
Did you write the route knowing the ending ahead of time, or not?
Rewrite itself is by Romeo Tanaka, and I couldn’t change that–there was already an initial setting for Lucia. But the direction of the story was up to me, as long as it was possible in that world. The ending was mine.
Overall what was your experience like as a collaborator? What did you like and what would you change?
Before Rewrite, I only wrote mystery, murders, suspense…it was the first time I wrote a love story. I found a lot of new things about my writing style. It was a good experience.
We know you as a creator who works very closely with fans–Umineko and Higurashi had changes after fan feedback. How has your interaction with fans changed since then?
When I wrote Higurashi and Umineko, I was still young and energetic, so I could go all the way. Now I’m getting kind of old and want to settle down, and find a new way of writing to fit my current stamina.
I’m always surprised because my games are so long, and there’s so much text, it’s surprising someone can translate all that work. They must have so much passion over the story.
What is like working with MangaGamer?
I’m very happy that we released new artwork for Higurashi and putting things on Steam. I’m happy to see new fans try things out that way.
What are your thoughts of the future of the doujin and visual novel market in Japan vs America? Do you see fan involvement being more important in the future?
Today’s visual novels are released by commercial companies; they are such high quality, they’re almost like [professional] anime. But people like fans that are making their own sound novels for the first time, they’re unable to get to that level at the start. I’m a little worried about them. But it’s OK that there can be two separate worlds of visual novels–very high quality commercial novels as well as old-fashioned pictures and music sound novels.
Video game designer Daisuke Ishiwatari is best known as the creator of the fighting game series Guilty Gear. A multi-talented artist, he not only serves as a video game designer but also as a score composer, having written the score for BlazBlue. He also provided voices for characters in Guilty Gear.
Jeremy Booth interviewed him at Anime Expo 2015. This interview was edited for clarity and concision. Question help provided by Dan Campisi.
You were born in South Africa, is that correct? What was your family doing there?
Yes, in Johannesburg. They were there for work.
How long did you and your family live there?
I’ve lived there twice: the first time when I was born, and right after that we immediately returned to Japan. Then I was there again from the fourth year of elementary school to the second year of middle school.
So are you technically South African-Japanese then?
At the time, I had dual South African/Japanese citizenship, but when I was taking my tests for college, I got a conscription notice from the South African army. I threw away my [South African] citizenship then.
How would you describe the culture in South Africa compared to Japan and here? Do you have a lot of memories?
First of all, when you hear “Africa” you don’t think “big city,” but [Johannesburg] is a very big city. We were Japanese, but since we were living mostly with Caucasian people, it felt kind of like England.
Moving on to your gaming work, you’ve done a lot of jobs from music creator, character designer, voice actor, director…what would you say your focus has been in the past few years? Which role is your favorite?
What I’m doing now hasn’t really changed much from the past, but one thing has changed: I used to do a lot of the graphics [myself], but now I hand that over to the lead artists. In terms of favorite–I like everything.
I also understand you’re a big fan of western RPGs like Diablo and Fallout. What is it that you like about them?
I love them. I haven’t been playing them too much recently, but when I first put my hands on them, one thing that really clicked with me was the sense of freedom you got from those games.
Kind of a sandbox environment where you can do a little of everything?
Your expertise is on focusing on being the best at fighting games. Where do you see the future of fighting games heading?
For me personally, if the genre were to change anymore, it would no longer be “fighting games.” For instance, there’s Super Smash Bros, and if you were to ask me if that was a fighting game, I would say it’s not–it’s different. But, that being said, I think that within the genre, there are things that haven’t been discovered or invented yet, and discovering those things is part of our mission.
In 2012 you said in a Gamasutra interview that you wanted to see that the genre kept evolving. How has your thinking changed since then?
It’s a really difficult question, but for a long time, I’ve really wanted to see a game where players used their own physical strength inside the game. But maybe if that kind of thing were to happen, it may no longer be the same thing.
In Guilty Gear, there is a character called Bridget. Bridget is considered one of the first transgender character in games. What was the process of creating Bridget, and what inspired you to make the character transgender?
I guess I couldn’t pin the inspiration for the character on any one thing. But when we are making new characters, we are always looking for some new element to add to the character to make it interesting and fun, and while we were making Bridget, that was the element.
Did you realize it was a milestone when you did it?
I wasn’t thinking about; I didn’t realize.
There’s a fan debate on how to pronounce “BlazBlue.” What is the correct way to pronounce it?
So in Japan, we pronounce it “Blay-Blue.” In other countries, the pronunciation is “Blaze Blue.” Mori [Toshimichi], the gentleman who worked on BlazBlue, he really liked the sound of “Blay-Blue”, but when it came time to localize to other countries, he was told there was no way that would work.
IA is a newer Vocaloid persona created by 1st PLACE, based on the voice of anisong singer Lia. Based on Vocaloid version 3, she has appeared in a few games, many Youtube videos, and other media, and recently got her own rhythm game, IA/VT Colorful.
At Anime Expo 2015, we spoke with Kumiko Murayama, the CEO of 1st PLACE and the lead producer of IA. She answered questions about IA’s origins and the future of music with Vocaloids in general.
This interview was conducted by Michael Huang and has been edited for concision and clarity.
How was Lia chosen to become the sampled voice of IA?
It was Lia and her management who came forward–she had gotten married and had kids, and was on maternity leave, so she didn’t have the time to continue promoting herself and continuing on as an artist. She wanted a way to keep her fans happy while also raising her family, and using the Vocaloid as a means to do that was something she proposed.
That’s really fascinating. Do you think that is something that singers who can’t perform as much as they like to might use to extend their artistic abilities in the future? Could it be a general trend?
One of the other goals Lia had was to become a worldwide artist, and at the time of her leave, she hadn’t met that goal yet. She wondered what could help achieve that goal. Since the Vocaloids are popular not just popular in Japan but all over the world, that was one way of pursuing that dream.
As for other artists using that approach and maybe making a trend, it sounds like it could be something that’s viable.
IA is based on Vocaloid 3, a newer version of the software than some other Vocaloids like Hatsune Miku. How has the company used the newer features of Vocaloid 3 to produce IA, and how is it different, even improved over previous Vocaloids?
As technology comes out, there’s always new features that get added on. As we were developing IA, Vocaloid 3 had just come out, and there was a feature called “TriHorn” as well as many other features specified in the manual. But we used other features not in the manual, without specific names.
Vocaloid 4 is already out, and we put a lot of time and effort into IA’s development, so even though it’s still on 3 we think the quality matches that of 4. TriHorn produces much better, much more natural voice quality. It sounds a lot less animatronic and a lot more human.
How long does it take to prepare for one of these live concert appearances, where she’s being projected onto the stage?
It depends on a case by case basis, but the one that you saw on the sample video, that took about half a year to produce. And the production that’s playing on July 4th for AX took about a year to produce.
IA has been used in different kinds of branding for different companies. Out of all the companies IA’s been involved in, which industry do you think has had the most impact in terms of attracting fans?
There was a game, Groove Coaster, that really helped internationally in getting people more familiar with IA overseas…people that played this game and went to Youtube to watch the videos. As a result we got 2 million views.
Do you think Vocaloid artists like IA or Hatsune Miku are the future of pop music?
The main mission or goal is to get a worldwide fanbase for Japanese music. For the most part in Japan, there aren’t a whole lot of new musical genres that are being created. [Instead] there’s a lot of refinement of the existing genres. This is taking a genre and giving it worldwide appeal and getting as many people outside of Japan interested in the music, and Vocaloids.
Do you see this beginning to spread outside the anime fan culture? Or do you see that as the primary audience?
We want to appeal not only to otaku and anime fans, but to make it mainstream, worldwide music. The way we feel we can do that is to create places where people can make that jump. For instance, “City Lights” was one of our big collaborations with a drum n’ bass group. So that was a way to get more people to become more interested. Similarly, Groove Coaster is not so much an anime, but it’s a music game, so again a bunch of people played that and become more interested in IA and watched all the videos on Youtube.
The grand plan is to bridge the gap between people who believe that Vocaloids are only for otakus and make it more widely acceptable. It’s not going to be like people are going to be turned off by looking at the image and thinking, “this is just another Vocaloid, this is just anime style and I don’t care about that.” The idea of this was to broaden the horizon for Japanese music in general, so that we have international customers who say that, “Oh I want to listen to Japanese music.”
Kazutaka Kodaka is a writer and director of video games at Spike Chunsoft. He is best known as the creator of the Danganronpa series, which features elements of mystery, survival horror, and anime-styled whimsy. He has also been involved in localizing non-Japanese games for Chunsoft such as Hotline: Miami. We spoke to him at length about his influences and inspirations for the unique series and approach he takes to gaming.
This interview was conducted by Jeremy Booth at Anime Expo 2015.
First of all, how was your trip to LA?
I loved Hooters! I just went straight there.
What inspired you to get into the gaming industry? What was the moment you knew you wanted to go into designing and making games?
I was originally going to write scenarios for films, but I was asked if I wanted to join the game industry instead. So that is how I got in.
So you went from just telling stories to making more interactive stories?
You’ve said you are a fan of movies like Cube, Saw, and other survival horror. Are you interested in any other horror movies or films, and have they influenced your mindset?
I like Twin Peaks. I like sequels…I wanted to create games where once the first chapter ends, you’d want to see the second [installment].
You mentioned Twin Peaks. What other David Lynch films do you like?
Mulholland Drive, Wild at Heart….all of them!
You also said you were influenced by a game called Illbleed. Anything stand out from that game that really stood out to you?
It’s very particular, but I like the fact that the healing items will disappear if you don’t use them.
Any other games you are inspired by now or in the past?
Conker’s Bad Fur Day, which was made by Rare. A squirrel has a gun and just starts shooting…I think the comedy and parodies are awesome. It’s cute but it has a very aggressive and violent tone…one of the characters [a piece of poo] even sings opera! I can never see what’s coming next.
Are you familiar with Five Nights at Freddy’s? It feels like an American take on something similar to Danganronpa.
Yes, it’s true, the concept and a lot of things do seem similar. Even though it’s similar, it still has its own different individual character.
What do you remember most about working for the Konami Group?
The company is really strict. I was debugging games part-time.
What impressed you about Hotline: Miami?
I liked how cruelty is turned into entertainment through 8-bit art styles…I also like how the music and soundtrack, and the fact that the game is only written by two people. There are games that are so famous or big that you don’t know who’s creating them. I prefer games where there’s a small group of people making it so I can see what kind of people they are.
What do you look for when you want to bring American games to a Japanese audience? How do you localize a game like Hotline: Miami?
I didn’t want to change that much…I don’t mind if not that many people buy it, only the few people who would love that game who would be entertained by it. Same goes with Danganronpa.
Your company is also well-known for the 999 series [of room puzzle type games]. What draws you to that genre?
It’s an interactive story, as interactive as possible. The situation is similar in Dangonronpa where you have to kill a character at a time. Instead of showing you a character to kill, you make the player choose who to kill.
What direction can we expect for the Dangonronpa series?
When I release something to the public, I want to surprise the audience. I don’t just want to release the same old thing, rather something where you say “you’re doing that?” Still, the core component is mystery.
Voltage Games is a prominent Japanese publisher of mobile otome games (i.e., dating sims featuring several men to choose from, aimed at young women) such as My Forged Wedding, Kissed by the Baddest Bidder, and more. We had the chance to speak to company founder Yuzi Tsutani as well as VP Kentaro Kitajima at their booth at this year’s Anime Expo about their games, the challenges of adapting to an American market, and more.
You are primarily a mobile game company. What is your take on being a mobile company vs PC games?
When we started the company in Japan, we started with Japanese cell phones (keitai). We never thought about doing PC or console games.
What’s your opinion about crowdsourcing funding, like with Kickstarter? Do you think you might pursue any games at Voltage that are crowdfunded as opposed to traditionally funded?
I don’t think so. Our budgets are much bigger than what crowdfunding sites get. People use crowdfunding when they are starting their business…but for us, it’s more like an investment. We are listed already [on the stock market].
Tell us about your best selling game, My Forged Wedding.Why do you think it’s so popular?
We feel that marriage and weddings are popular with women, an important part of their lives. We feel like using that as the main topic for the app, and so it’s become very popular.
Most of your games are aimed at young women. Do you see yourselves as role models? What do you hope to bring to them?
There is that aspect, but our number one goal is to create apps women will enjoy first and foremost.
In many of the games, you have to buy the routes a la carte. What types of routes are most popular?
Usually we have 5 characters in a game. The most popular one is the bossy character, then the cool character. The younger character is not as popular.
Have you had any opportunities to collaborate with other companies or brands, and is that something you would like to do in the future?
In Japan, we are working on releasing an app based on Hana Yori Dango, which is a very popular anime/manga series. If that does well, we’d consider more of them in the future.
You were adapting a very popular title in that case. Has it worked the other way around, adapting some of your games?
Some TV companies are considering making a program based on one of our stories. We can’t say which title. But some have already been made as a manga–our very first title was made into a manga.
Since you’re bringing these very Japanese games to an American audience, are there things you have to change or emphasize differently to appeal to a different culture?
Sometimes in Japanese games, things happen that wouldn’t make any difference there, but directly translated into English may be offensive. We have to be extra careful when we are localizing those aspects.
[Also] in Japan, a very quiet and [introspective] character is a norm, but that’s not the case in America. People prefer a much stronger, more self-aware character, so sometimes we have to adapt them.
What kind of games do you hope to release in this country?
Our next step is Labyrinths of Astoria. This is kind of between Japanese and US characters. It’s the first in our new series of Amemix titles, which aim to blend what’s great about Japan and America. We use anime style art, but with stories based on western concepts like Greek mythologies, with a very diverse cast. So we hope to create a new market with a new series of apps.