The video game industry has three major markets. Japan, North-America, and Europe. In each one of these markets the external environment plays an important role when developing new products such as consoles, games, accessories and applications. Nintendo as a multinational company develops its products in different parts of the world, and in order to release them globally, the company needs to considerate cultural, economic, technological, political, demographic and natural factors, that may benefit or jeopardize the sales and/or image of the company. For example, there are several games that have been produce by Japanese or European developers that have been censored by Nintendo of America for religious, LGBT, nudity, alcohol and drug references among others. Therefore, even though the company shares a common social responsibility, Nintendo has to pay special attention to each one of their products and the way they are going to be marketed.
After a time that the company called "Era of Censorship," Nintendo decided to put its products through a localization process. This process consists in analyzing each game in a way that it meets the requirements of certain country's internal environment. That includes a revision of the language used by a game, and the image and message that a game reinforces.
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