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IR Top Page > Developer Interview 2011 > vol01.Takeshi Tezuka
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Developer Interview 2011

Manabu Seko / President - Beeline Interactive Japan, Inc.

Brand differentiation and integration of game development operations Dedicated to adapting rapidly to shifts in users’ preferences

- Capcom created a new mobile game company called Beeline in April 2011. How do you plan to give this brand a separate identity from Capcom's own mobile content operations?
"Tezuka"
Beeline will target mainly people who are not very familiar with games by selling content worldwide that does not use the Capcom brand. Capcom, on the other hand, will distribute mobile games that utilize popular titles in our lineup of home video games.
"Tezuka"
That's right. Capcom will leverage experience gained from developing games to sell our popular titles to two user segments. The first is people who have not played a video game for a long time. The second is people who have always had an interest in our games. Capcom and Beeline will use their respective strategies to sell content to new users in Japan and other countries. The aim is to maximize earnings for the entire Capcom Group.
- In Japan, as part of its structural reform program, Capcom integrated development operations for consumer games, which are used on home game consoles, online games and mobile games in fiscal 2010. How has this integration altered how Capcom develops games?
"Tezuka"
For the entire company, the primary change involves interaction between our development and marketing operations. Now, in addition to holding regular meetings to share knowledge, these two units work as a team on various projects.
- How do you use information that is exchanged at these development and marketing meetings to create new games?
"Tezuka"
We share information about how users are playing games and put this knowledge to work in both development and marketing activities. This gives us the advantage of immediately identifying shifts in how people use mobile phones and other portable devices. Our iPhone user review is one illustration. Performing these reviews allows us to receive immediate feedback from users who have played a particular game. We accumulate extensive data, too. For example, our servers show how far people have played a game and what route was used as players made specific selections during a game. This allows us to determine how people are actually using our games. We serve many types of game users. But sharing information about users' preferences with the game development section of our home video games business makes it possible to develop games of an even higher quality.
- Isn't it that sharing information has to achieve two objectives: attracting users who will buy Capcom's home video games as well as maximizing earnings for mobile games themselves.
"Tezuka"
First, I want to use mobile games as a tool for increasing the number of people interested in video games. For example, it is highly unlikely that anyone will buy a video game console to try out simple games like darts or pinball. I want to use mobile games as a way to give these people the chance to enjoy a broad range of video games. This is why I want to create games that people like this start playing with ease.
- In closing, would you explain Capcom's strategic objective?
"Tezuka"
I expect to see growth worldwide in sales of game-playing platforms that are not used exclusively for games. Examples include smartphones, tablets and smart televisions. We want to maximize the value and profile of the Capcom brand globally by supplying games that match the characteristics of each platform. To accomplish this goal, we must become a trusted source of products and services in each market sector and aim to become the leading company in our industry.

Back to Developer Interview 2011 Top Page
  1. 08.Katsuhiko Ichii
  2. 07.Masaru Ijuin
  3. 06.Masachika Kawata
  4. 05.Hiroyuki Kobayashi
  5. 04.Yoshinori Ono
  6. 03.Yoichi Egawa
  7. 02.Manabu Seko
  8. 01.Takeshi Tezuka

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