Abstract
Japan is considered a global leader in the video game industry, while Australia’s national industry is marginal (de Pablos, 2024; Jørgensen, 2019; Keogh, 2019). However, despite Japan’s reputation, its smaller video game developers have not been explored (Kobayashi & Koyama, 2020). Furthermore, research into the diverse local contexts that make up the international video game industry are still emerging (Daiiani & Keogh, 2022). Given the disparity between small developers and large international developers such as Nintendo, there are rich insights to be learned by understanding how a small video game developer located in a dominant industry (such as Japan) might differ compared to a small video game developer in a marginal industry (such as Australia). As such, this research explores smaller, independent video game developers in Australia and Japan to understand their approaches to video game development to contribute understandings regarding the global industry (Kerr, 2017; Sotamaa, 2021). By comparing national industries, rich insights into differences in industry structures and cultures can be revealed (Eklund et al., 2024).
16 Australian developers from Melbourne, and 12 Japanese developers from Tokyo, the two cities that are the centres of the national industry in Australia and Japan, took part in the study. All of the participants were creating video games that they wanted the public to play and were actively developing or had released at least one game. Thematic analysis (Braun & Clark, 2006) was utilised to analyse the interviews. The Australian developers were utilising a variety of marketing platforms such as social media including Instagram and Discord, in-person events, websites, Kickstarter and in-person events such as festivals and conventions. This spread of marketing activities and platforms was because all of the Australian developers felt that marketing was important to them and necessary for successful video game development. In contrast, the Japanese developers particularly emphasised the importance of attending and showing their games at conventions over other forms of communication, outreach and promotion. Interestingly, despite this difference in mindset, both the Australian and the Japanese developers agreed that they existed in a competitive industry. They found it difficult to breakthrough, gain attention for their games and obtain sales. However, the Australian developers, responded to this competition with marketing and communication activities, while the Japanese developers did not. The Japanese developers were active and present at conventions and events, but lacked a broader suite of communication channels. The support available to the Australian developers in the form of events and government funding might make the Australian developers more confident they can be successful and thus a more commercially-focused, integrated approach to communication.