Traveling through the Tokyo bubble era

Chapter 196 The Plan to Restart the American Game Market

"Electronic life?"

Michael Katz looked puzzled, completely unable to understand what Hideki Hanyu was talking about.

They are obviously a game development company?
But what Hideki Hanyu was holding didn't look like a game.

It doesn't even look like a handheld game console.

After all, before he joined the current company, he had served as the marketing director of Mattel's handheld department.

And under his leadership, the turnover of Mattel's handheld department has reached a scale of million US dollars.

Therefore, he is well aware of the game consoles on the market.

"It can also be called an electronic pet. No matter how much I explain, it's not as good as Mr. Katz experiencing it himself."

Hanyu Hideki said, and handed the poke ball-like electronic pet to Michael Katz.

At the same time, he also called Aragaki Tetsuya and Iwata Satoshi who were waiting outside.

"How to turn it on?" Michael Katz asked.

Satoru Iwata, who just came in, stepped forward and instructed, "Press and hold the button on the far right."

Although Satoru Iwata's English has a little accent, it is much better than ordinary neon people.

At least Michael Katz understood it without much effort.

When Michael Katz started the machine, Satoru Iwata handed over an English instruction manual.

The instruction manual is thick and somewhat scribbled, and it looks like it was made on the spur of the moment.

Following Satoru Iwata's instructions, Michael Katz activated the Tamagotchi.

The LOGO of Elf Entertainment flickered on the screen, and then a ball similar to LOGG appeared.

Michael Katz didn't ask how to do it, but went to look at the somewhat scribbled instruction booklet.

Michael Katz, who has worked in the retail industry for many years, understands.

If the electronic pet is an upcoming product of the company, then as the CEO, he must experience it from the perspective of a consumer.

Only in this way can we know what the selling point of this product is, and how to formulate a marketing promotion strategy.

"This thing is called a Poké Ball. Open it and you can randomly get the Bulgaria Seed, Charmander, Squirtle, Pikachu... one of them."

When Michael Katz read the manual here, Iwata Satoru explained.

"This electronic pet is just a prototype, so you can only get Pikachu."

"I see."

Michael Katz opened the Poke Ball according to the instructions.

Immediately, something made up of pixels appeared on the screen.

Michael Katz looks at a cloud of fuzzy pixels on the screen.

Look at the cute yellow skin electric mouse in the manual.

He said with a wry smile, "Mr. Hideki, if I don't look at the names, I really can't connect them together."

Then he emphasized, "Mr. Hideki should take a look at our image processing technology, it will definitely make this little mouse more realistic."

Hideki Hanyu said, "That's why I bought Automated Simulations. There is still a lot to improve on this prototype. We will talk after Mr. Katz has finished reading it."

Michael Katz continued to look at the manual to operate.

Although this electronic pet is the second generation in Hideki Hanyu's mouth, it is actually an improvement on the basis of the first generation.

The core gameplay is still to take care of pets and let them grow.

However, unlike Tamagotchi, Pokémon will be upgraded in care, and when the level reaches a certain level, it will evolve.
Different Pokémon can evolve at different times.

For example, Pikachu in the hands of Michael Katz can only evolve into Raichu in the first generation.

The three core gameplays of Pokémon in the previous life are role-playing, collection, and battle.

In order to ensure the fairness of the battle and the balance of the game's ecological chain, Pokémon designers have been trying their best to control the game values, and have not produced the kind of infinitely evolving matryoshka data.

For this point, Hanyu Hideki still recognized it.

That kind of continuous evolution and magnification of values ​​​​looks cool, but it is actually overdrawing the life of the game.

Of course, these are all things to talk about. With the performance of the current electronic pet's body, it is already very good to be able to make a level.

As for attributes, values, skills, etc., I don't care at all.

And Hideki Hanyu could also feel that other than himself, the other game designers of Spirit Entertainment obviously couldn't understand his thoughts.

Satoshi Tajiri should have been studying at university in Tokyo.

Hanyu Hideki felt that he had to find a way to find the father of this Pokémon.

Otherwise, he alone can design electronic pets, but the more complicated game data is definitely too busy.

Namco's Iron Array has been released, so Takita Koji should pay attention to it in the publishing industry.

Pay attention to whether there is a niche game magazine called "GAME FREAK" on sale. Tajiri Satoshi seems to have started this magazine when he was in college.

While Hideki Hanyu was thinking to himself, Michael Katz over there hammered the table angrily.

"What's wrong?" Hanyu Hideki asked.

Michael Katz hadn't answered yet, and Satoru Iwata explained with an embarrassed expression.

"Mr. Katz is experiencing the combat system."

"What happened to the combat system?"

The combat system was specially requested by Hanyu Hideki to be added to the second generation electronic pet.

In addition to being able to upgrade through daily care, Pokémon can also be upgraded through battles.

"The combat system has not been completed yet. The level of the combat object is fixed, and it cannot automatically match the pet level. At least the evolution must be completed before the battle can be defeated."

Hearing Iwata Satoru's words, Hanyu Hideki stood up and glanced at the electronic pet's screen.

It was found that Michael Katz just chose to fight, and then a group of fuzzy Pikachu met a group of pixels.

Obviously, the prototype didn't even have a good image of the combat opponent.

The battle of electronic pets is automatic, and according to the planned settings, it will be matched with opponents of the same level as the pets.

As long as the pet's hunger degree, mood value, and intimacy are normal, it will definitely be defeated.

Then get experience upgrades.

But the combat objects in the prototype are not only fixed in level, but also set at a very high level.

As soon as the image of Michael Katz's pet Pikachu moved, a thin line of pixels connected to the opponent.

Hanyu Hideki thought to himself, could this be the legendary lightning?
But Pikachu hit the opponent once, and after the opponent also drew a thin line, the screen showed that the challenge failed.

Immediately following the pet's satiety, mood value, and intimacy are all reduced.

After this challenge, Michael Katz also seemed to realize that this battle was unwinnable, so he put down the electronic pet in his hand.

"I think I already know what this product is. It's very thoughtful and interesting, but unfortunately it's a half-finished product."

"Mr. Katz, in fact, what you are playing now is the second-generation electronic pet, which is still under development. The mature first-generation electronic pet has already been listed in Neon."

Iwata explained.

"Can you talk about it." Michael Katz was very interested.

"The first-generation electronic pet is called Tamagotchi, and it has been on the market for almost three weeks at Neon. This is our sales report for the past two weeks."

Iwata Satoru said and handed a sales report to Michael Katz.

This report was exactly the one that Hanyu Hideki had Faxed by Kitahara Eri.

When Michael Katz saw the report, after selling a terrifying 570 million units in just two weeks, he showed an expression of disbelief.

"Mr. Xiushu, how did you do it?"

Without Hanyu Hideki asking, Iwata Satoshi took the initiative to answer for the boss.

From the serialization of comics, the plot of the virtual life coming to the world, the questionnaire lottery, the game magazine follow-up reports to hype the electronic life, the advertisement combining animation and real people, and finally the electronic entertainment exhibition.

When Michael Katz heard that everything from manga stories, to marketing operations, and advertising production was done by Hideki Hanyu.

The look in Hideki Hanyu's eyes was indescribable in shock.

"Mr. Katz, Chairman Hanyu is actually one of Neon's best-selling authors today, and he is also a world-renowned picture book author. His works have already been nominated for the second stage of this year's British Kate Greenway Award."

Iwata Satoru then said something that shocked Michael Katz even more.

When Hanyu Hideki heard this, he glanced at Iwata Satoshi.

Such a sensible subordinate must be promoted and raised.

"Mr. Hideki is a genius."

Michael Katz really doesn't know how to describe Hideki Hanyu.

You need talent and talent, and you need business means and business means.

Not to mention the field of writers he is not well versed in.

Just look at Hideki Hanyu's series of combined punches in the marketing of the first generation of electronic pets, the long-term layout, thorough planning, and close connection, even he couldn't do it.

Before, he always felt that the new boss was too young, too good-looking, and seemed unreliable.

But after listening to Satoru Iwata's words, Michael Katz recalled his impression of Hideki Hanyu, feeling a little embarrassed.

He admired the other party's means in business operations.

Facing Michael Katz's compliment, Hideki Hanyu smiled and accepted it with pleasure.

In a country like America, there is no need to play modesty at all.

"Mr. Katz, what do you think about electronic pets?" Hideki Hanyu asked.

"Mr. Hideki, can I have a look at your first-generation electronic pets that are already on the market?"

After Michael Katz finished speaking, Tetsu Aragaki also took out a Tamagotchi and handed it to the other party.

Due to the relationship between the previous operation of Pokémon electronic pets, Michael Katz quickly got started with Tamagotchi.

This Tamagotchi is also a prototype for testing and can use all functions.

But after only playing for a while, Michael Katz put it down and shook his head with a disappointed expression.

"Although the first generation is a finished product, its functions are not as rich as the second generation. The style is too childish and it lacks a combat system. I am not optimistic about its commercial performance in America."

Michael Katz continued, "And many of Mr. Hideki's marketing methods in Neon cannot be realized in America."

Speaking of which, Michael Katz pointed to the instruction manual of the Pokémon electronic pet.

"I saw that in the manual, there are also comics about Pokémon. Has it been completed?"

Hideki Hanyu nodded, "The Neon Headquarters is already in production."

"Please be sure to make an English version, and comics can also be used for publicity in the early stage.

It doesn't matter even if the effect is mediocre, as long as there is an image, we can talk to toy manufacturers about peripheral authorization, and use their channels to expand the scale of publicity.

There are also advertisements that combine animation and real people, which is also a very good selling point, but it will not be available until the product is launched.

The most important thing is the gimmick of electronic life, which must be used.

I don't know how Mr. Hideki promotes this in Neon, but in America, the propaganda does not need to keep the bottom line, the more exaggerated the better.

There are a lot of idiots in America who are easily attracted to exaggerated news, which also promotes our cooperation with the media, and..."

Apparently, Michael Katz has gotten into the role.

He began to refer to Hideki Hanyu's marketing methods in Neon.

Combined with his own experience in America, he formulated a marketing strategy for the electronic pet Pokémon in America.

Hanyu Hideki listened quietly, without interrupting.

He was pleased with the attitude and experience of Michael Katz, a sales veteran.

At the end of Michael Katz's speech, he showed a slightly embarrassed expression.

"Mr. Hideki, if I follow my strategy for pre-marketing, I believe the effect will not be too bad, but it will cost a lot of marketing expenses."

"How much does it cost?" Hideki Hanyu asked.

"The specific figures need to be made out of the marketing plan to know, but according to my experience, the initial investment needs at least 1000 million US dollars."

"Is it $1000 million?"

Hanyu Hideki thought to himself that it was indeed not a small number.

And it's just an initial investment.

"Mr. Hideki, this is an electronic product that has never appeared in America. If you want everyone to know about it and generate interest in it, you must increase your publicity."

Michael Katz explained patiently.

"Mr. Katz's understanding of the electronic consumer market in America is definitely stronger than ours, so I believe in Mr. Katz's judgment. I just want to say that Mr. Katz should listen to me before formulating marketing methods. What is Lika's purpose?"

"Purpose?" Michael Katz didn't understand Hideki Hanyu's meaning.

Wasn't the electronic pet introduced for a long time just to sell electronic pets?

Hanyu Hideki seemed to see Katz's doubts. He walked to Katz's desk and picked up the electronic pet Pokémon on the table.

He pointed to the electronic pet Pokémon and said, "Mr. Katz should have discovered that this electronic pet is still unfinished."

Michael Katz nodded, "Yes, I can feel that it still has many functions that have not been completed."

Hideki Hanyu turned the electronic pet in his hand and said with a smile.

"The only thing that meets my design requirements is the appearance, and the hardware and software are just a rough outline."

Michael Katz asked, "Mr. Hideki, did you acquire the company and recruit R&D personnel in order to continue to improve it?"

"Yes, but not all."

Hideki Hanyu's words made Michael Katz very puzzled.

"Although the hardware research and development capabilities of the Neon Headquarters of Elven Entertainment is weak, it can still be done by spending more time to perfect the second-generation electronic pets to the design requirements.

But what I lack most now is time, because the second generation of electronic pets is just the beginning of my goal in America. "

After Hideki Hanyu finished speaking, Michael Katz asked curiously, "Mr. Hideki has been talking about the purpose of coming to America. What is the purpose?"

Facing Michael Katz's question.

Hanyu Hideki said lightly the answer that shocked the other party.

"I'm restarting the home gaming market in America."

"What!" Michael Katz stood up in surprise.

In today's period when the game market is in depression, companies are going bankrupt and layoffs, and capital is fleeing rapidly.

Everyone thought that America's gaming market was doomed.

But Hideki Hanyu made a bold statement that he would restart the home game market in America.

It's hard not to think he's talking in his sleep.

"I remember when we first met, I said that the slump in the American game market is only temporary, and it will recover sooner or later. I just want to speed up its recovery."

Hideki Hanyu spoke confidently.

"What is Mr. Hideki going to do?"

Even with doubts, Michael Katz still wanted to hear about Hideki Hanyu's plan.

"Iwata-san, Aragaki-san, please." Hanyu Hideki said to the two subordinates.

After the two heard Hideki Hanyu's words, Satoru Iwata took out a few large-scale pictures from his backpack.

And Aragaki Tetsuya walked outside the office, directing someone to bring in a work display board.

After the person carrying the display board left, Hanyu Hideki clipped the picture that Iwata took out on the display board.

These are all hand-painted by Hideki Hanyu in the past two days.

In the era without PPT, you have to draw by yourself when introducing a work plan.

"Restarting the American home game market is a long-term strategy. I plan to implement it in three phases. The first is the first phase, using electronic pets to open up the market and attract consumers."

Hanyu Hideki pointed to the first picture as he spoke.

Michael Katz saw that on the picture that Hideki Hanyu pointed to, there were two electronic pet Pokémon that he tried to play just now.

But the difference is that these two electronic pet Pokémon have different main colors, one red and one green.

Moreover, the two bodies seem to be connected by a black data cable.

Just as Michael Katz was wondering what it was, Hideki Hanyu's introduction sounded.

"What Mr. Katz tried just now was just a prototype of the unfinished version, and this is the full version I really want.

Its official name is Poké Ball (Red/Green) [Poke Ball (Red/Green)]. "

"Mr. Hideki is going to launch two different electronic pets?" Michael Katz asked.

"That's right, the two Poké Balls are not only different in color, they each have twelve different Pokémon that can be randomly obtained."

Hideki Hanyu explained simply that Michael Katz, a sales veteran, immediately understood what Hideki Hanyu meant.

Different pet random pools can not only form differences, but also stimulate players' desire to buy.

He remembered again, just now he saw that the first generation of electronic pets had different versions of sales records in the sales report of Neon.

"What about the data lines connecting them?" Michael Katz asked another concerned question.

"The function of the data cable is to allow players to not only take care of pets and carry out individual combat upgrades, but also connect through the data cable to fight with other electronic pet owners.

In fact, on the prototype used by Mr. Katz, the software design of this part of the function has been completed, but it cannot be used due to hardware limitations. "

Hearing Hideki Hanyu's explanation, Michael Katz's eyes lit up and he said excitedly.

"Mr. Hideki, this is really a genius idea!"

The mechanism of online battle is equivalent to turning an electronic product that can only be entertained alone into an electronic entertainment product that can interact.

Even if limited by hardware performance, the battle is estimated to be a simple level comparison.

But the emergence of this kind of interaction has already improved the entertainment of electronic pets geometrically.

Michael Katz seems to have seen the scene where countless owners of electronic pets are happy to fight together.

After Hideki Hanyu readily accepted Michael Katz's praise, he began to arrange the follow-up hardware development.

"In the coming time, Tetsu Aragaki will also lead the hardware R&D personnel of the Neon headquarters and the North American branch to improve the hardware requirements of electronic pets.

Especially in terms of screen presentation, technical support from the North American branch is needed.

And all this work needs to be completed by June.

In addition to confirming the formal prototype and starting production.

I hope to take our electronic pet to the Consumer Electronics Show of America in Las Vegas in June.

All of this needs to be arranged by Mr. Katz, because while improving the hardware, marketing and publicity work must also be carried out at the same time. "

Michael Katz, who was still excited about Hideki Hanyu's online idea, nodded in approval when he heard Hideki Hanyu's final arrangement.

"It is indeed a good opportunity to release products at the Consumer Electronics Show, and this year's game market is sluggish, and no one will invest a lot of money in research and development. Our electronic pets will definitely attract the greatest attention if we participate in the exhibition."

Michael Katz's tone was a little excited, "Seeing this official version of the electronic pet, my previous marketing and publicity plan also needs to be revised."

But after the excitement, Michael Katz remembered it.

This electronic pet that excites him is just the first stage of Hideki Hanyu's restart of the American game market.

The first stage had given him such a surprise, and he was already looking forward to what the second stage would be.

Hideki Hanyu did not ask Michael Katz to wait, and opened the second big picture on the display board.

"The second stage is to use the third-generation electronic pet to intervene in the game market."

"Mr. Xiushu, are you sure you haven't misplaced the picture? Why do I feel that it is more like a handheld game console?"

No wonder Michael Katz asked.

Because in the picture shown by Hideki Hanyu, it is a handheld camera displayed from various angles.

In the front view, the upper part is the LCD screen, and the lower part is the control area with several buttons.

Including the circular cross key on the left and the AB key on the right.

There are also select and confirm buttons below, as well as grilles that look like speakers.

There is a headphone jack labeled 3.5mm on the lower side, a power button on the side, and a data cable jack.

The most important thing is at the back, there is obviously a card slot for inserting a card.

The whole machine, except for a Poke Entertainment LOGO similar to a Poke Ball, is painted on the back.

Can't see any relationship with the electronic pet Pokémon.

"Since Mr. Katz has served as the marketing director of Mattel's handheld department, he can naturally see that this is a handheld.

It is a handheld game cartridge that can be replaced and connected through a data cable. I will submit the specific design parameters to the hardware department.

After the hardware development of the electronic pet is completed in June, the hardware department needs to invest in the development of this handheld.

I hope it will be shown at next year's CES.

We want to restart the game market in America, and of course it won't work with Tamagotchi alone.

The third generation of electronic pet Pokémon will appear in the form of game cartridges.

At that time, the original electronic pet players could enter the game world of Pokémon through this handheld.

They will act as Pokémon trainers in the game, collect different Pokémon spirits, complete adventures, take on challenges, and even fight online with other players.

At that time, it will not only be a simple level to judge the outcome, they can match Pokémon with different attributes and use various skills. "

Listen to what Hideki Hanyu said.

Michael Katz showed a sudden realization, but an expression of disbelief.

Because he finally realized what Hideki Hanyu was planning.

The electronic pet elf ball that surprised him was just a pawn for Hideki Hanyu to attract users
"Mr. Hideki, you spent huge sums of money on R&D and marketing of electronic pets, but you just use electronic pets as advertisements to guide users to buy this handheld?"

Michael Katz couldn't understand, "But this kind of handheld that can replace the cassette cannot be supported by just one Pokémon game."

"Although I intend to use the electronic pet as an advertisement for the handheld, I still hope it can make money. As for the game, Mr. Katz, don't worry, I have already prepared."

For Michael Katz's concerns, Hanyu Hideki is confident.

Tetris, which once helped Nintendo's game boy sell millions of units, has already completed worldwide patent registration.

Moreover, the copyright of Mario Brothers is already in his hands, and it is only a matter of time before Super Mario is born.

What's more, he still has so many game reserves in his mind.

"Does this handheld have a name?" Michael Katz asked.

"Not yet, but I want to call him game boy."

Anyway, from the shape to the design parameters of this handheld, all of them 'referenced' Nintendo's GAME BOY.

I've already collected so much, and it's no big deal to collect the name again.

"Mr. Hideki, to restart the home video game market in America, a handheld is not enough. What is the last stage?"

Michael Katz asked curiously.

Hanyu Hideki heard the words, and opened the last picture on the display board.

Michael Katz saw that there was a blue and white body painted with the logo of Elven Entertainment on the picture.

The center of the machine body is marked with the insertion and extraction position of the game card slot, and two handles similar to the operation buttons of a game boy handheld are connected to the side.

"Mr. Katz, if the electronic pet Poke Ball is my advertisement for the Game Boy, then the Game Boy is the springboard I prepared for this video game console."

　Thanks for the reward of slow travel book sea
　　
　
(End of this chapter)