Sakura Wars’ uphill battle

If you’re familiar with some of Sega’s (and Red Entertainment’s) prestige IPs, Sakura Taisen, or as known under its official English moniker, Sakura Wars, is a franchise that people sometimes bring up when discussing game IPs that never got a real chance in the West. When it did however, it bombed for whatever reasons. Only the fifth installment was released in the West, and you can imagine how well that went. To make matters worse, if reports are to be believed, even Japan gave a colder shoulder to that entry than the rest of the series. So not the greatest start for this series outside of Japan.

First game hit the shelves in 1996 and was touted as Sega’s most ambitious title for the Sega Saturn. Since then, this particular title saw ports to Dreamcast, PSP and Windows. The game got an expanded remake for the PS2 with the subtitle In Hot Blood. Original release was also a massive success, selling out from stores and selling over half of stock available in a week. It was the fastest selling Sega at the time

Something like Yakuza had to build its fanbase for a decade before it broke through its barriers toward the larger markets. Initially, it was marketed and touted as the spiritual sequel to Shuenmue but since then it has been allowed to flourish on its own. As a concept, it is more approachable game than Sakura Wars. After all, realistic modern day Japan is more approachable as a concept than fantasy version of Taishō period Japan. While it would be easy to simply Sakura Wars as a strategic RPG with classical oriental motif, the fact that it heavily marries its gameplay to visual novel styled story telling and certain level of emphasize on dating simulation, it is extremely clear why Sega would have worries whether or not any of the series’ games would a success enough in the West.

Despite what the sub-culture would like you to tell, Japanese media cartoons and comics are still a relatively small niche in the West, especially in the US. Sure, they’re probably the most stable mainstream than what it has ever been. Everything from dubbing to free streaming has been made to open the access points for people with interest, but even in Europe certain other forms of media are consumed more despite the how much e.g. France and Italy experienced Japanese classics in the late 1970’s and 1980’s. That was the time when the origin of these shows wasn’t made a huge deal, that their source wasn’t something that used to market. The best example of this is still with the US marketing of the NES and its games, where some have come to argue that Nintendo of America intentionally made people think the NES and its games were American products. Perhaps it was because how well Japan’s aggressive business practices did against US businesses, or maybe just to keep things as a cohesive whole. The source didn’t really matter, only that Nintendo’s branding was there and visible.

Kousuke Fujishima was instrumental in realising the characters and designs, balancing the era’s mix of Japanese and Western flavours with the magical steampunk world. Fujishima is know for such works as Oh My Goddess!, You’re Under Arrest and working on characters in the Tales of series. At the time, he was a household name and further drove the franchise’s initial success

Sakura Wars is inherently Japanese to the point of its detriment in the Western market.

My point of Yakuza taking a decade to make a solid fanbase comes is important, as it initially had, and still has, the same kind of wall on its way. However, the constant positive word of mouth and Sega sticking to their guns and releasing all the mainline games, and that one zombie sidegame, and ultimately growing positive press gave the series a pretty good reputation. It also helped that it was called Japanese Grand Theft Auto at some point during the two latest GTA games, which made more people curious about it. more than few fans were made through that.

Sakura Wars has none of this backing it up. While it has a small and dedicated cult following in the West, that’s all it has. Japan on the other hand treats the IP with silk gloves, though later games in the series simply didn’t have the selling power the earlier titles had. Sakura Wars is an expensive franchise to make with all the animated cutscenes, all the voices that need to be paid, the illustrated works and whole multimedia thing it has going on with cartoons, comics, figures and whatnot. It was designed from grounds up for Japanese markets only. It’s cultural ties are its most prominent element after all, specifically designed to invoke certain emotional response from the Japanese consumers. This is similar how Ciel Nosurge uses Shōwa era to directly invoke nostalgia from its older players. The Western audience has no links to this age in any form outside historical oddities. It becomes a double-edged sword in the Western markets.

Imagine if some US developer would make a fantasy RPG set in a romanticised version of the American Civil War with romance partner elements akin to Dragon Age. Whatever its success would be in the US, both European and Asian markets would not have any connections to the era and treat it as some kind of self-centered, bolstering product. Similarly, a British developer could make a similar product of their great colonial days, and it would have the same reception. This would be similar how Sakura Wars presents its idealised fantasy version of the Imperial Japan that no longer exists.

This carries even to the music of the series, with its main theme is a mix of Super Sentai opening song and 1949’s Aoi Sanmyaku‘s theme. Most of the character songs later in the franchise has been intentionally designed and composed to be nostalgic period pieces with characteristic twists. However, the main, ‘Geki! Teitoku Kagekidan’, or ‘Attack! Imperial Floral Assault Troop,’ has been the most repeated song in the franchise and is the most iconic representation whenever the series represents itself. Project Sakura Wars, the upcoming game, even uses a new variation on the song, further emphasising the fact that this is a new game.

Compare the two song here;

The main difference is in the lyrics while keeping the base composition the same. Perhaps I should also emphasise that the Japanese title of Project Sakura Wars is translated as New Sakura Wars. Again, culturally the song hits the times, as it was used to introduce melodic composition back to Japanese mainstream, and was Kohei Tanaka’s first major video game work, and helped him to further his career. I must admit I have an enormous soft spot for Kohei Tanaka’s works, and probably should count as one of his fans. I even have GaoGaiGar DVD box with his signature on it. (He was surprised and asked if I had seen the whole series, and was rather touched to hear that it made me a fan of his other works as well.) Sakura Wars music is one of the more important works for him, and has been used to describe his body of works in Western conventions. But I digress.

Of course, one thing this series is known for in certain circles the most are its steampunk mechas, the Koubu, which the fair maidens use to war against demons

With only one low-selling game in the West, Sega’s best bet to market this game in the West is to tie itself to Sakura Wars’ popularity and status as a prestige franchise within their home market.  The series has always shown strong national and historical pride despite its fantastic nature, which probably will rub some small groups the wrong way. Unless this time the rule is that North Americans and Europeans can’t show national pride, but others can. The gameplay elements, with its strong emphasize what Sega has coined as ‘dramatic adventure,’ naturally will get the dating sim label, which still carries the whole ‘dating sim=porn game’ stigma that’s been around since the early 1990’s. To the same extent, no matter what the hardcore VN fans tells you, the general perception is still ‘VN=porn game’.

Still, as a certain Youtuber told me in a chat why he didn’t get into the series was because, and I quote; “Does that actually have gameplay? I sat down once for an hour and they just wouldn’t shut the fuck up.” Oh gee, another PS2 RPG!” This isn’t all too rare a reaction to the series from the two decades I’ve followed the series from the sidelines. Sony made a similar notion, as an yet unnamed company tried to localise the ports of the two first Sakura Wars, but were rejected by Sony when they categorised the series as text novels due to sheer amount of text compared to the game play.

Yakuza is the game franchise that showed Sega that inherently Japanese products can succeed in the West. With their newfound courage and willingness to serve a niche audience is always welcome, and perhaps there’s some hopes that they’ll keep expanding if the series becomes a cult hit. Then again, Yakuza visually doesn’t look cartoony and sticks its legs into more realistic graphics and setting over girls with magical powers controlling robots to defeat demons. One more thing that makes it easier to sell. Nevertheless, there is a niche for the series. If Fire Emblem can find its niche despite its low acceptance first, all Sakura Wars needs to do is to be present and have a new entry available.

While Sakura Wars had massive initial success, the fourth game was a rushed job and gained rather negative reception, while the fifth pretty much ended the series with completely new set of characters and new setting. In few ways, Sakura Wars is like Virtual-On in that you can follow the last truly glorious days of Sega end in misery

This isn’t enough as is though, it also has to stay true to its nature to keep that niche. Capitulating to trends, removing game play elements, censoring anything either during development or in overseas version or removing any cultural motifs among numerous others will impact how that niche will view the game, thus affecting how the word of mouth will treat the title. They also need to do translation and localisation in-house and follow Yakuza‘s later steps, as Sakura Wars; So Long My Love has the usual NISA quality of translation and buggy coding. The PS2 version came with two discs in the West, one with faithful translation with Japanese voices, and one that had NISA’s less-than-accurate translations with extremely subpar English voice acting. The Wii version is based on the second NISA-fied disc, so you might burn it. Sadly, the Wii version was the only version released in Europe, making Sakura Wars initial entry in the PAL region doubly worse. Then again, starting with fifth game in the franchise might not be a good idea. A soft reboot on the franchise probably was the best move outside complete modern remake of the first game.

There is hope for Project Sakura Wars to be best it can, seeing the development team is using lessons learned from Yakuza how to present the game, but it was also mentioned that battles would be easier to go through in order for new players to have a better time. This interview with Famitsu is rather good representation how carefully the new entry is approached, but perhaps it also the text between the lines is telling how they’re putting more effort on story segments over gameplay, which will only raise the wall for the mass audiences. People who play games for stories, games like Persona 5, probably would like their direction.

Sega will have to deal with Sakura Wars being inherently anime and Japanese, which are probably its biggest obstacles in the larger markets while being one of major selling points to sub-culture niches. The best way to build toward an expanding market is up start with a  cult-hit. I wish this series would see some decent success in order to ensure further longevity of the franchise and more localised entries, despite its niche status in the West. It’s an expensive endeavour for Sega, but perhaps the market niche is large enough now for this new Sakura Wars to bloom in spring 2020.

In the meanwhile, you can visit Japan and play that Pachislot machine.

Reprints and the aftermarket

In the wake of good news from the good ol’s Sega, they seems to be intending to further promote Yakuza in the US by doing a reprint run of the first four games. Reruns are good and bad news to collectors. Those who misses the original run can pick up these sort of games and enjoy them good as new. Then there are those who would hoard them for future sales who buy them amass. Scalpers, if you were to use the bad tongue.

The game aftermarket is bloody battle, and certain fields are largely controlled by a group of individuals. There are those who collect games in mint condition to use in the future as the basis for higher priced sales. It’s not an unknown tactic to buy the market empty of loose cartridges to eliminate competition, thus causing a shortage of supply to already supply diminished market.

Not that there isn’t anything wrong in that in itself. It’s the buyer who is stupid enough to pay extraordinary prices.

You're asking what now?
You’re asking how much now?

I picked up Battle Mania Daiginjou for some 200€ some years ago, and that was a stupidly high price. A reprint of the game would in place, but a reprint to a dead console like this is less than likely. But Aalt, why would you repress PS2 games then? Because pressing DVD is so much cheaper than mass producing plastic shells and PCBs to run a cartridge based games. As a side note, we’ll get back to this series on a later date in form of a review, and I’ll be revising Daiginjou‘s old review.

Some people were guessing that digital redistribution of games would bring down old games’ prices. Either it had no effect on the aftermarket or  raised prices further. In principle, there are more games available now than ever before in digital format for consumers. However, the core collectors who want the real deal, so to speak, are more or less willing to dish out the dosh for whatever. That’s pretty unhealthy, but such is the nature of a collector.

This is one of the reasons I don’t personally believe that physical distribution will die out any time soon, if you allow me to step outside my own rules here. As long as their collectors and people who wish to gain control over what they put money into, or value an item enough to wish to have total control over it. Not all people are comfortable with the idea of allowing another to have total control over their purchased goods. However, it is undeniable that digital distribution does cut down multiple factors in inconvenience, through the pricing overall is still overt, often meeting with physical releases’ prices. I’ve been told I’m wrong when it comes digital distribution for good decade now, and I’ve yet to see digital distribution killing the physical goods market. Diminishing it perhaps and taking its slot in there, but not killing the market overall. Of course, not all games have seen official digital redistribution, something that is extremely unfortunate. However, it is something we have to live with, especially with so many titles having their source code missing.

To get back on the subject, reprinting Yakuza is a rather clear sign from Sega what consumer market group they are targeting. It’s not the general public, but the collectors, red ocean gamers and Japanophiles. Let’s not forget the people who got into the series during PS3 games, who never managed to get their hands and play the first titles. The Yakuza games weren’t exactly hot sellers and ended up warming the shelves long enough to cut the price at least 80% in rather short time. The supply was rather large in comparison to the demand, but it seems that part of them were moved away from the circulation. In Japan the series is far more popular than in the West, and banking current fans and niche audiences is Sega’s best bet to have the series be successful.

Furthermore, the Yakuza series has not been through the best of localisations. Whatever you think of the first game’s dub, it was a fair attempt at making the game more open for the general public. The second game wasn’t tampered with, but pretty much all the rest of the games saw removal of minigames and missions to some degree, up until the latest titles. Whether or not we believe Sega’s statements why content was cut from the games, they didn’t really give them any positive press and seemed to affect the sales to some extent, considering these same niche audience that are their main target audience currently tends to prefer their games in more untouched form, head petting games intact and all. I can’t fault  them, I share their sentiments for my own reasons.

The question that rises from here whether or not it would be worth to run reprints on more games, even when the price might be higher. It’s not exactly an easy question from the consumer point of view. On one hand we do have collectors and retro collectors that would gladly purchase a new print of some high-calibre NES game like Super Mario Bros. 3 or Castlevania III, both games that tend to run at a higher price. The price would need to be gauged beforehand and probably be handled through a sort of pre-order similar to Kickstarter to meet up the costs of running a new production run. That is if we assume that we would replicate the original NES carts. As we’ve seen with 8bi Music Power and Kira Kira Star Night DX, there are more cost-effective alternatives. However, if we assume SMB3 would get this sort of reprint through modern technology, there would be split between the consumers; those who would like to have the “original” release and those would be “satisfied” with the reprint. In reality, both would be Nintendo produced official version of the game on NES. The semantic of what’s original and what’s not is strong with collectors, and these tend to drive up sales. NES is a prime example of a system to which people want to collect, and its partially because of its large library of games.

The retro game market may be skewered to hell and back, but that seems to be natural progression of valued old products market. It’ll take few decades before video games would be appreciated as proper antiques.