Square-Enix Spells Out Western Gamers' Problem With Girliness
Square-Enix' latest action-RPG, Nier, met Western gamers to some lukewarm reviews and decent sales. Many critics pointed out that the game's expansive feel wasn't wasn't supported by the sparse graphics--to say nothing of the unvaried combat and long boss battles. A new interview from Inside-Games shows that it sure wasn't for lack of trying that Nier hasn't taken off in the West. They made serious marketing and design changes for our supposed benefit, including swapping the protagonist's gender presentation.
Early on the development cycle of Nier, there was only the traditional androgyne, whose style makes up plenty of Japanese game characters. To hear director Taro Yoko tell it, however, publisher Square-Enix was soon talking about an international version, which necessitated a certain shift.
"In fact, an argument erupted at Square Enix's Los Angeles studio, over whether a thin looking male character [hereafter translated as "girly"] was possible for the game. For the North American consumers, it was decided to provide a macho main."Then, from Executive Producer Yosuke Saito:
"We thought that as it's a new IP, it really must sell, and we were persuaded [by the Japanese staff's desire to make a girly lead] - we opted to leave the Japanese version with the girly character, and instead make two different versions."
Thus, Japan got two games: Nier Replicant with the "girly" main character on PS3, and Nier Gestalt with the "macho" man on Xbox 360. We Western gamers, on the other hand, had our minds made up for us.
This brings some interesting points to mind. For one, is Square-Enix right in that not enough of us would buy an action RPG with a "girly" protagonist to make it worth shipping both? Certainly, if certain editorials and forums are to be believed, there's nothing more horrifying to an American psyche than the shock of a male figure crossing or blending gender lines. You'd think that some gamers are disgusted at picking up the controller when there's a feminine guy on the screen because--after all--"I don't want to become that!"
There's also a noteworthy notion in here that even the larger Japanese developers are courting Western gamers with a fervor not seen before, to the extent of creating a wholly separate game for our testosterone-titillated tastes. This follows alongside producer Keiji Inafune's comments last TGS, wherein he posited that Japan's "game industry in finished," and Square-Enix' CEO noting that his company needs to diversify its tastes in order to tap into the massive Western market.
It's certainly nice to be marketed to, but the key idea behind diversification should be having more options. One of the core differences between the average Western games like Fallout and JRPGs such as Final Fantasy is how much choice is afforded the player--not only in their actions during the game, but also in what their character does, says, and looks like. If Japanese developers truly want to succeed in the West, they'll need to engage more emergent storytelling, and engage less of removing my ability to play as a slender boy who could give any Miss Emo America a run for her money.
I know we have some diverse tastes on this site as well, so it'd be nice to hear from our readers on this one. Do you prefer "macho" Nier or "girly" Nier? Is it the size of his sword that's important, or is it how he swings it? And are Westerners buying fewer Japanese games because of stagnant gameplay or due to a lack of muscleman characters?
Square: Japanese Nier hero 'too girly' [CVG]
faePuck
Posted to Video Games on 21 May 2010
· Comments (20)
Other stuff like this: androgyny, culture, gender identity, japanese development, nier, nier gestalt, nier replicant, ps3, square-enix, western development, xbox 360
Having every character be macho in America grates on me as much as having every male be an effeminate meterosexual in Japanese titles.
They're both terrible design choices.
I actually like both a fair deal. Which in turn annoys me then that we can't get both. If it needs to sell well, then why limit the kind people can buy? It's stupid.
And worst of all, Europe automatically get the American version. So it's like they make the decision for us without even taking us in consideration.
Freaking annoying is what it is.
But i'm not 6'8 400 pounds of pure muscle.
If it helps, Nexus, the original interview mentions that Square considered giving French players the more effeminate Nier. So there may be hope for diversity in Europe!
Though, given how stereotypical that would be, I do have to wonder if they were joking.
Ideally there should be a choice, but why either extreme?
Nathan Drake is an example of a guy that appeals to everyone.
Honestly though, I really don't care. Developers should take their art direction wherever they see fit instead of catering to the consensus.
I just liked the concept of playing as an older, loving father. I would have taken Nier having a slimmer build so long as he was halfway tasteful about the accompanying wardrobe.
I find it kind of funny that the only character molds they considered were the Japanese and American versions of the gay stereotype, respectively. (Though since slim Nier came first, the other way around.)
Some diversity among JRPG protagonists other than waifs with crazy hair would be nice, but since this was just pandering.... eh, it leaves a bad taste in my mouth.
I personally don't care which one. They are both cool. However we have seen character designs extremely similar to those time and time again.
I think the big problem with Japanese game sales isn't the characters. Gameplay is the problem. For ages, most western devs either did PC games, or licensed ones.
Modern consoles brought more western devs to prominence, so the Japanese genres we grew up with will seem stale because they've been available longer then FPS and RTS games.
Or something like that.
The title "Nier" is enough to make my eye pass straight over it to the next game. Burned too many times by obscurely-named games that don't deliver (and by the sound of it, this one didn't anyway).
Personally, I don't like either the "girly" or "macho" types as game protagonists. I'm so sick of both skinny emo characters and buff macho ones that it seems like a loosing decision either way the design goes.
But for people that like both designs, or American/European gamers that like the "girly" design (which I still say is more emo than girly, there's a difference) doesn't the DLC let you download a character skin for the "girly" version?
People who like Japanese games will buy them, people who don't won't changing the protagonist won't help or sell the game.
I agree that both extremes of huge muscle-men and skinny boys with crazy hair are pretty well played-out. I think the main characters of the Assassin's Creed and Uncharted are pretty appealing. Also, Snow from Final Fantasy XIII is hot.
I say you want real character diversity? Take a character who normally doesn't have close to enough thought behind their design compared to their peers (ie, Sasz or Barrett), and go wild with them without using a stereotype. The moment that happens in a JRPG (Square-Enix especially), I'll be shocked and amazed.
I have to agree with some commenters here.
The problem has never been the androgynous nature of the characters. The problem is the sheer proliferation in the genre, to the point where it's become a trope in and of itself.
It's as if, in order to even BE a main character in a JRPG, you need to be a semi-androgynous pubescent male filled with angst and wielding improbable weaponry. It's one of several things in JRPGs that's become trite, predictable and dull.
'Beefing' up the main characters won't help either, because that's purely cosmetic. It doesn't tackle the problem that so many of these games are constructed as formulaic, and without any genuine creative drive or innovation behind them.
To hear them talk about us, Japanese game devs must think this video sums up American culture.
http://www.youtube.com/watch?v=qRuNxHqwazs
Either extreme is still an extreme, IMO. Cosmetic changes do not alter the underlying issue of why a game doesn't sell in one region, or sell well worldwide. If a game is great, it doesn't matter what the characters are or what the theme is, people will purchase it to play a great game. (And this also happens to be my stance on having a gay protagonist action hero as a game lead; it'd still sell well if it was a great game, regardless of gay lead.)
I do not find either extreme attractive, personally. I could, but both stereotypical portrayals of either extreme turn me off too much. With the skinny androgynous type, it goes hand-in-hand with young and teenager. Right there, that teenager mentality and often underaged portrayal, is alienating for me. The average gamer now is 35, and the age bracket for what age group plays games most is also getting older. So I find that protagonists, as well as themes and plots, need to mature and grow in depth and complexity.
As for the big beefy space marine caveman type, the adrenaline and immaturity in personality that is associated with this type is a big cringe factor for me. Usually portrayed in shooters or button-mash action games. Another issue for me is that... these overly muscled guys aren't attractive. Their faces usually look like they've been slammed into the wall a few hundred times. It is definitely masculinity through the eyes of a heterosexual male fantasy (while women are oversexualized and prettified). If the 'macho' guys became more attractive, toned down the caveman brow and wild features, and also matured in their plotlines and themes, I wouldn't have a problem with it.
In the end, I think this is why I enjoy games where I have freedom in customization of my protagonist. Male, female, facial features, skin color, sexuality, dialog choices, etc. It can become more of a story that I want to see.
I think this has to be a cultural blinder for the Japanese game devs. They seem to think that simple cosmetic changes, ie making a lead character "beefy", will induce Western gamers to buy their titles.
The Japanese devs are missing the point; it is not excessive masculinity that we value, but CHOICE. In my opinion, their continuous failure to realize this very simple fact is the major contributing factor to the lukewarm sale of Japanese games in Western markets.
Sorry, but I love me some girly men
I would love to be able to play Replicant
"(which I still say is more emo than girly, there's a difference)" dumbest argument ever!!!