Developing hardware together with game creators

Norgaile Matuseviciute (below, "Nor"): I'm sure you both work extensively with creators, in the area of games for Wakai-san, and anime for Nishimoto-san. Could you share with us any episodes that are particularly memorable or enlightening in your careers so far?

Hiromi Wakai (below, "Wakai"): PlayStation hardwares, systems features, and services do not stand alone - it becomes a complete experience when combined with the games. In the case of the "DualSense wireless controller" for PlayStation 5, we considered what functions to include in the planning stage.

DualSense wireless controller is loaded with features such as adaptive triggers and haptic feedback that deepen the immersive experience of the game. While we were developing these features, engineers and R&D team gave us presentations on different kinds of devices for us to test out, but from that alone it is difficult to determine exactly how the features will be used, and to see their full potential.

So, we involve creators from PlayStation Studios (which develops game content) in the very early stages of development, and once such devices are ready to be tested, we ask them to come up with ideas for how the features can be used from a creator's perspective, and for them to create a sample demo with an element of actual gameplay. It is only when the sample demo and the prototype are used together that we can first see, "Oh, this is fun!" That moment of surprise always leaves a lasting impression on me, and is part of what makes the job exciting.

Hiroki Totoki (below, "Totoki"): I think that the product is improved by prototyping the initial functions and concepts, having creators actually use the prototypes, and establishing a cycle of feedback where creators may come up with different ways to use the product, or different avenues for creativity. There is a good chance that creators or users will come up with something that we wouldn't have come up with on our own, so I think that's a very important touch point.

Shu Nishimoto (below, "Nishimoto"): When it comes to approaching creators, Aniplex has anime production studios such as A-1 Pictures and CloverWorks as group companies. At these studios, we have opportunities to work with directors, creative directors, and character designers, and making sure we clearly convey their thoughts and ideas on their work to the fans is something that we greatly value as part of Aniplex's strategy.

As an example, I would like to share an episode from "Anime Expo" held in Los Angeles every year, which is the largest anime convention outside of Japan. We invited a character designer there as a guest to promote his work. He had been working on a strenuous project right up until his arrival to Los Angeles, and looked very exhausted. Before the event started, everyone involved was worried about whether the event would actually go ahead.

However, the event turned out to be a great success, with an audience of about 3,000 people. When I spoke with him afterwards, he told us that "it was motivating" to be in direct contact with anime fans, to hear their joy, and to hear their appreciation for me directly having come to the U.S. "I will go back to Japan and do my best again," he commented.

Hearing such comments we feel blessed to be involved in the anime industry and it motivates us. This sense that we are working together with creators is something that we greatly value.

Totoki: It's a great feeling to receive a direct response, isn't it? As Nishimoto-san said, it is very important for us to devise ways to convey our passion and thoughts.

Co-creation between distribution platforms and anime

Nor: Now I would like to shift our focus from creators to platforms. The platforms that Wakai-san and Nishimoto-san engage with are quite different in nature, but I would like to ask what kind of things you keep in mind when it comes to your approach to working with them.

Nishimoto: Although there are various anime streaming platforms, we have a flat relationship with our business partners. Specifically, we place the utmost importance on being able to develop a distribution strategy that is best for each title. We take into account the characteristics of the work and the characteristics of streaming platform's users, and strive to provide the best way forward for that particular title.

Another point is that we have Crunchyroll, one of the world's leading anime streaming platforms, within the group. We are also collaborating with Crunchyroll on the international distribution of Aniplex's IPs, and would like to develop our relationship with them as strong partners, while also maintaining taking advantage each other's strengths.

Totoki: I think it's good to have a platform within the group. I am sure there is data and feedback that can be obtained from it. Are you making use of this information?

Nishimoto: We have been working with Crunchyroll to co-produce anime titles leveraging data since last year. We are also using Crunchyroll's data for titles produced for international markets, and we intend to continue such efforts in the future.

Wakai: Listening to the conversation, I felt that even using the same word "platform," we see it in a very different way. For me, the PlayStation platform is the "foundation" which effectively provides a stage or a venue, where the behind-the-scenes mechanisms operate. Based on this understanding, in my position as a product planner, I am always careful not to limit the potential ways of playing and the various types of game content that may emerge, to enable freedom of expression without restricting creativity.

The trust that "there is something interesting when you come to the PlayStation platform" is something that has been built up over many years, and we want to maintain that trust into the future. On the other hand, when considering the challenge or a new-generation platform, we have to think ahead, imagining and analyzing what kind of preparations we can make to ensure that users continue to enjoy their experience four or five years in the future, and making the appropriate decisions each step of the way. I think this is part of the challenge, including a sense of balance and flexibility.

Nor: Totoki-san, I would like to ask how you are dealing with challenges such as achieving a balance between the long term and the short term in your management?

Totoki: That is always the dilemma. I think the important thing is to seek the optimal solution at the right time, so that it does not become a binary discussion. To this end, I believe that involving many people in decision making is a very important process.

Putting out many new ideas into the world

Nor: I would like to ask Nishimoto-san and Wakai-san what new challenges you would like to undertake in the future, or anything you would like to try in your work.

Nishimoto: There are regions where there is great potential to spread anime's global reach, so I would like to strengthen our efforts there. Specifically, we are looking at Southeast Asia, India and South Africa, which are known as the Global South. These are areas that Aniplex's works do not yet have sufficient reached, so we hope to strengthen those areas.

In order to bring our titles to local fans, in addition to our distribution platform, we would like to participate in events and bolster the merchandizing we provide to local customers so that we can interact with local fans.

Totoki: The international market for anime is growing remarkably. Anime has always been popular and has generated growth in the Japan market, but it has matured to a certain extent, and the current growth is being driven mostly by the international market. At first, I didn't expect the international market to grow as much as it has.

Wakai: In my case, it's more about work style and mindset, but I'd like to do more to put new ideas out into the world and receive feedback. I'd like to do that myself, and also foster that kind of environment within the team in which I work.

Totoki: It would be nice to have a system that allows us to test. With hardware it is often difficult, but software makes that relatively easy, in alpha and beta versions.

Nor: Anime has the potential to evolve as a product as well. I believe there are many possibilities, not only for merchandising but also for real local experiences and in many other areas too.

I also feel like there are expectations among creators for an almost limitless platform where they could do anything and everything they imagine. While that is a pressure for a platform developer, it's the good kind I think, and I am excited to see what they will achieve next. With the consumption of gaming contents also expanding globally, I look forward to seeing further growth and development in this area.