Smash Bros. Creator Sakurai Says Japanese Developers Should Focus on Domestic Appeal

In a recent interview with entertainment news website Entax, legendary game designer Masahiro Sakurai suggested Japanese developers should focus on creating games that appeal to domestic audiences rather than trying to cater to Western tastes. The Super Smash Bros. and Kirby creator, who was recently honored with the Art Encouragement Prize for New Artists by Japan’s Agency for Cultural Affairs, emphasized that Western players are drawn to Japanese games specifically for their unique qualities.

“It’s not necessarily my own idea, but the trend in the games industry is that Japanese people should go for what Japanese people like,” Sakurai explained. “A while ago, there was certainly a culture of making Americanised products, because various works were popular in the US. However, I feel that ‘Japanese game lovers’ overseas are not looking for such things, but for something unique and interesting from Japan.”

Sakurai received the prestigious government award not for his video game work but for his educational YouTube series “Masahiro Sakurai on Creating Games,” which the Agency for Cultural Affairs praised for “sharing his knowledge of game production widely through YouTube in an easy-to-understand, accessible format with a coherent storyline.” The series has been recognized for its international impact, with English versions expanding its reach beyond Japan.

This perspective on game development comes despite Sakurai’s previous comments about the importance of sometimes creating games that serve industry needs rather than personal preferences. Earlier this year, he compared game development to making toys for children, noting that his first game, Kirby’s Dreamland, was designed for younger players despite not appealing directly to him as an experienced gamer.

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