Capcom is committed to serving as a responsible and trusted member of society. In addition to continuing to promote employee diversity as and training, we utilize our popular game characters to contribute to community revitalization and crime prevention.
Relationship with Customers
Considerations in Game Development
In the Japanese game market, discussions have been taking place for several years on the problem of gacha, or lottery-style game mechanics, primarily in mobile games. Overseas, gacha-like “loot boxes” have been banned in some countries.
As a creator of entertainment culture, Capcom believes that games should be enjoyed for the entertainment value they provide with gameplay, not for thrills associated with winning a lottery. We do not want to see games that are supposed to make people happy having the opposite effect as a result of excessive charges. For that reason, we are working to ensure that all users can enjoy our games fairly and safely. In principle, we minimize gacha elements in the mobile games we develop; in our home video games, we provide any content required to enjoy the full game free of charge, while offering some additional content at low cost.
Localization and culturalization
Capcom games are enjoyed worldwide. In the fiscal year ended March 2019, the percentage of home video games sold overseas was 85.4%.
Naturally, translation (localization) of video games developed in Japanese is required so that users around the world can enjoy them. Depending on the country, however, simply translating games developed under Japanese norms can end up hurting users unexpectedly due to historical, religious, or cultural differences.
As such, we employ staff from around the world to culturize the games so that they can be enjoyed by all, regardless of locale.
Comments from a developer
Joined Capcom in 2007
Global Production, Consumer Games
I have been involved in localization at Capcom since 2007, and both the volume of our work and its importance has been increasing year after year due to the increasing demand for language support that has followed the introduction of more powerful game consoles, online connectivity, and the globalization of our markets. Capcom localization staff are part of the development team from the first stages of a project, and they actively provide insight on everything from the visuals to the game specifications. Carrying out game development and localization simultaneously makes it possible to release titles on the same day worldwide. Of course, it’s not just a matter of translating the content; culturalization also plays an important role. For example, when you complete a quest in Monster Hunter, a red logo is displayed. However, in some countries red symbolizes failure. In those countries, we made the logo gold. This is just one of the touches we add to ensure that the user’s sense of achievement is not diminished in any way.
For the Healthy Development of Young People
Compliance with the CERO rating system and endorsement of guidelines
The Computer Entertainment Rating Organization (CERO), a Specified Nonprofit Corporation, was created to provide age-appropriate ratings for video games. Capcom complies with the CERO rating system and rules.
The rating system is an initiative for the healthy development of young people that calls for voluntary restrictions on home video game content and sales methods to limit access by young people to sexual or violent content. In addition, recent home video game consoles include a parental control function that enables parents to limit the online purchase and use of certain games according to their ratings.
Guidelines issued by the Computer Entertainment Suppliers’ Association (CESA)
|Name of guideline||Implementation date|
|Guidelines for Real Money Trade Measures||April 26, 2017|
|Guidelines for the Protection of Minors||December 21, 2016
Revised March 27, 2019
|Operating Guidelines for Random Item Distributionin Network Games||April 27, 2016|
|Guidelines for Advertisements, Etc. in Home Video Game Software Targeting Only Those 18 and Over||April 1, 2008
Revised June 20, 2012
|Code of Ethics Concerning Computer Entertainment Software, 2nd Revision||October 1, 2002|
Please refer to CESA’s website for the content of each set of guidelines.
Addressing the WHO’s recognition of gaming disorder
In May 2019, the World Health Organization (WHO) included gaming disorder as a new mental health condition characterized by excessive use of games to the point where it has a negative impact on health and social life. Cooperating with industry organizations such as the Computer Entertainment Supplier’s Association, we are taking the appropriate steps to raise awareness of the issue in response to social demand. As an independent effort, we will continue to educate elementary and junior high school students on how to interact with games in a healthy manner through our educational support program.
Support for Community-building Among Senior Citizens
Holding regular amusement arcade tours
Today, amusement facilities are becoming increasingly popular among senior citizens as spaces for communication with friends and facility staff. Since 2012, Capcom has held amusement arcade tours free of charge on long public holidays and Respect-for-the-Aged Day for senior citizens where they can try out coin-operated games and crane games, enabling more people to make use of such facilities.
In addition, as part of efforts to create arcades where senior citizens can comfortably enjoy themselves, since 2012 Capcom has encouraged arcade staff to get the Service Assistant certification. Currently, 26 staff members have received this certification.
Cumulative number of participants in senior tours
Enhancing Customer Support
User support and utilizing feedback
At Capcom, we have dedicated support teams for each product to ensure that customers can fully enjoy the services they purchase. We also strive to quickly respond to customer questions by providing online FAQ pages, while each person in charge regularly engages in information exchanges with other teams, working to improve customer satisfaction.
The questions and feedback our game support teams receive are condensed and analyzed to be incorporated in development of new products.
Protecting the personal information of our customers
Capcom has more than 10 million records containing personal information on customers, accumulated from our member site, prize deliveries, product purchases, and other sources. In 2015, the Japanese Act on the Protection of Personal Information was revised, and the revisions went into full effect on May 30, 2017. Meanwhile, overseas, the EU General Data Protection Regulation (GDPR) went into effect in May 2018. The data of game players falls under the category of personal information in these laws, and the scope is expanding each year.
Under these circumstances, we established our new Information Management Department in April 2019 to enhance our information management structure and address the requirements of the Japanese Act on the Protection of Personal Information and the GDPR.
This department is leading our efforts to address the risk of personal information leaks by developing a system of conduct guidelines, operational controls, and audits in accordance with the law.
Expanding opportunities for customers to play our games (esports)
In recent years, we have been focusing on promoting esports as part of our efforts as a creator of entertainment culture.
We have the role of planning and organizing events as a software developer —a role that had been largely shouldered by the player community in the past —in order to provide an environment that better allows competitors and fans to enjoy the excitement of competitions.
In 2018, we established the Capcom eSports Club as a communication space at one of our amusement facilities, offering a place to try out games for free. Further, in February 2019, we launched a new team-based league to give professional players a place to show off their skills on a regular basis.
We are also working to provide amateur players with opportunities to shine, such as by with the Street Fighter League: College-JP 2019 for students, beginning in June 2019. Through these activities, we aim to increase points of contact with our customers and improve customer satisfaction.