Brand new, action RPG, “ELDEN RING”
Delivering excitement to players worldwide!
The charm and strengths of international marketing

“ELDEN RING” is a brand new, action RPG for home gaming consoles, which is being co-developed by Bandai Namco Entertainment Inc. (hereafter, BNE) and FromSoftware, and is scheduled for simultaneous worldwide release on February 25, 2022.
Hidetaka Miyazaki, Director of FromSoftware’s internationally popular “DARK SOULS” series, and George RR Martin, author of the widely popular fantasy novel series, “A Song of Ice and Fire,” came together to bring about the development of “ELDEN RING”. The game has been the talk of gamers around the world, waiting in anticipation for the game release, with its robust content and promise of pulse pounding, action and immersion.
We talked to the producer of BNE in charge of overseas sales and the brand managers in each region of the world on how they are planning to bring about a play experience unlike any other through marketing and collaborations that will affect and inspire gamers around the world.

※Japan publisher: FromSoftware Inc. / International publisher: Bandai Namco Entertainment Inc.

ー　What brought you to the company?

YOSHIMURA　I joined Bandai Namco Games (current, Bandai Namco Entertainment Inc.) as a new graduate because I wanted to work on a global scale, while being involved with the games I love. The interviewer at the time was a former game producer, and during the screening process, he spoke frankly and openly about the company and about video games, which left a strong impression. It was then that I thought to myself that the company must have an open and comfortable working environment. It turned out that my interviewer would become my superior to the team I was assigned.

AHN　I joined the company in 2003 as a mid-term hire. I worked at a game company, but decided to move on because I wanted to work in a different game genre and challenge myself at a company with different business cultures. After working for the company for more than eighteen years, I believe I was rewarded with an environment where I can work with employees with various strengths and various fields and where employees are given many opportunities to demonstrate their individuality.

GARY　I have always wanted to work for a game company since I was sixteen years old. When I was in business school, I had the opportunity to participate in an internship at Bandai Namco Entertainment Europe (current, Bandai Namco Europe S.A.S.) where I gained invaluable experience working on a wide range of titles. After my incredible experience along with seeing the company’s strengths in using such a diversified portfolio of IPs (intellectual property including character IPs), I went in for my interview where I expressed my passion and enthusiasm for games and animation, leading me to join the company.

LIN　I have worked at many different entertainment businesses and game companies. I knew BNE is one of the top entertainment companies in the world set to appeal to the global audience with a diverse portfolio of franchises such as “GUNDAM,” “PAC-MAN,” “TEKKEN,” and “Little Nightmares,” so I decided to set my journey with the company and joined Bandai Namco Entertainment America Inc. in 2021.

ー　About “ELDEN RING”

LIN　“ELDEN RING” is the largest of co-developed games between FromSoftware and BNE. Players travel and adventure through the vast and immersive world of “ELDEN RING,” conceived by “DARK SOULS” series creator, Miyazaki Hidetaka, and author of “A Song of Ice and Fire,” George R. R. Martin.

AHN　“ELDEN RING” is a high fantasy, action RPG that marks a new entry from FromSoftware, who has a strong following of gamers, and with popular fantasy author, George RR Martin’s involvement, I believe the game has a greater outreach beyond just gamers and fans. Ever since announcement of the game’s development in 2019, many around the world have paid close attention to the game. The game has also received many awards at game events such as Gamescom and The Game Awards, even before its release.

ー　Current role in relation to “ELDEN RING”

YOSHIMURA　“ELDEN RING” is being co-developed between BNE and FromSoftware where FromSoftware is in charge of development, and BNE is in charge of a variety of subjects such as play tests to improve usability and onboarding, localization to deliver the game to players around the world, and debug on the international version of the game.
As the game’s producer, I work with FromSoftware by offering progress support for planning and development, and work together with FromSoftware to come up and initiate the most effective marketing plan possible. I also work and discuss strategies with the brand managers from each region so that we can prepare our customers around the world for the game’s release. To add, I am also actively preparing various strategy plans for “ELDEN RING” as an IP.

AHN　As Brand Manager, I am in charge of developing and deploying marketing strategies that suit the local characteristics of each region and supporting the smooth running of marketing activities. In a sense, I see myself as a bridge in providing customers with a play experience that will exceed their expectations. Being the assigned Brand Manager for “ELDEN RING” in Asia, I work closely with Bandai Namco Entertainment Asia Pte. Ltd. located in Singapore and with other marketing and community members in each respective Asia designated locations.

GARY　The marketing team I am with at Bandai Namco Europe S.A.S. is responsible for the EMEA and ANZ market, where we have local offices across seven countries and regions. As Brand Manager for the EMEA and ANZ market, I am in charge of building and adapting the overall marketing strategy and timeline that meets the needs of each country and region.

LIN　As Brand Manager for the North America and LATAM market, I am responsible for the overall marketing strategy of the game. Though my job asks me to create measures to expand the target audience, the challenge is for me to reveal enough information about the game to excite and surprise the audience without revealing too much information as to spoil the experience of playing the game. I am currently working on creating compelling contents so that I can mitigate this challenge.

ー　Regional characteristics and marketing

AHN　Many of Asia’s game players are young, and in particular, the East Asia market is characterized by a very high percentage of youths. In addition, Southeast Asia markets such as Thailand, Indonesia, and Malaysia are growing, while the ratio of digital releases are increasing year by year, so we are currently designing measures specific to the East Asia market and creating measures that incorporate social media marketing.

GARY　EMEA and ANZ is a complex market to manage as we have different languages, cultures, and preferences. Fortunately, Bandai Namco Group has many local offices and staff who are versed with each respective market, allowing us to provide the right information and assets so that they can execute media campaigns and PR strategies befitting of their locale. We are also collaborating with content creators and influencers as an important part of marketing.

LIN　North America and LATAM is one of the largest video game markets in the world. Industry and world acclaimed events such as E3 (Electronic Entertainment Expo) and The Game Awards have become key beats in marketing campaigns to generate hype and awareness that are integral to marketing. In addition, our market has evolved to become increasingly digital, with digital sales generating the greater majority of revenues. As such, we are leveraging digital and social media marketing to expand our player base and to build a long-term relationship with our players.

YOSHIMURA　It may sound like a paradox, but I believe that what we need to communicate to our customers to draw their attention does not change significantly between regions, yet communicating the appeal of “ELDEN RING” to customers around the world may differ depending on the country or region. As such, we are making decisions through close communication with the brand managers in each region.
Fundamentally, it is important to provide an environment that makes it easy for customers to play by increasing the number of supported languages and platforms. “ELDEN RING” will be available in fourteen languages, the most ever supported by any co-developed titles from FromSoftware and BNE. We are also increasing the number of countries and regions where we are conducting marketing befitting of each locale in order to increase our outreach to people around the world.
New markets are constantly emerging, so we are always trying to keep an eye on them as to where they are and how we can respond to these new markets effectively.

ー　Cooperation between assigned region staff members

YOSHIMURA　Although there is physical distance between our regional representatives and myself, I am able to interact with Gary and Lin, for example, at least once a week through online meetings. Ahn and I work in the same office, so we have the advantage of being able to talk in person. In addition, I have daily online meetings and phone calls with the development and marketing staff at FromSoftware, the developer and publisher of the game in Japan, and we have a system that allows us to immediately share what conversation we had with the staff in each region so that we can work in unison.
Due to time differences, most meetings are held separately with each region, but when there is a major agenda such as discussion over our worldwide marketing plan or schedule, we will hold a global online meeting where respective members from each region come together.

AHN　Different markets have different cultures, and it is only natural for us to change where we place our emphasis. Sometimes there are disagreements among our regional staff, but we try to have constructive discussions, while taking into account market size and long-term potential of promoting our IPs into the future. There are cases where I can't come up with a solution to an issue on my own, but often times the solution is simple and easily found by consulting with our members in each region. It is at times like these when it strikes me hard that we really are working together as a team.

YOSHIMURA　In order to have close communication with the person in charge of each region, it is important to have a mutual understanding of each other and an understanding of the local culture and regional business practices. For example, when I went on business trips, I would often take our freshman employees to various local retailers to observe the behavior of local customers.
Through understanding, we can build our own ideas, and learn to have the patience to take the time to build a consensus where necessary.

ー　BNE strengths in relation to the global market

AHN　We are aware that “ELDEN RING” is a huge project and that customers worldwide are looking forward to the game, which is the very reason why we are so passionate and earnestly working towards its release. In that sense, everyone is speaking out on equal terms, and I believe this oneness is our greatest strength.

GARY　That is so true. I can personally feel oneness simply through communication with our members around the world. BNE has thirty-eight offices located through twenty-one countries and regions. There is always someone in charge at each office there to relay what is happening daily, and the concept that each person can speak from a local point of view is one of our strengths, too.

LIN　I believe that having experienced bilingual staff on our BNE marketing team is a strength, too. Communication is smooth and quick, which mitigates the language barrier that others may carry.

YOSHIMURA　BNE specializes in games, but Bandai Namco Group as a whole covers a wide range of products and content such as toys, videos, and entertainment facilities. There are very few companies in the world that can develop new IPs originating from games, which are then promoted through a wide range of venues. In like manner, we want to make the most of this strength for “ELDEN RING”.

ー　What makes working at Bandai Namco great, and the environment of our workplace

AHN　There is no other company where you can experience so many different things at work, and I feel that the support provided by our company is perfect for those with motivational drive. In fact, I myself grew here through a wide array of experiences. I’m very happy to be involved in a job that can move people.

GARY　The Bandai Namco Group of companies is a wonderful company when you have ambition and passion. The company is full of opportunities, with subsidiaries around the world, and dozens of hundreds of projects ongoing in the field of toys, anime, music, live events, and video games. My challenge is to make the most of all the strengths and resources of the Group for building and growing great IPs.
Bandai Namco Europe S.A.S. just opened its new office in Lyon. The office is spacious and new, which makes it a great working environment where you can meet people from various cultures and backgrounds. You can talk with experts in several domains, so you learn a lot through others as well.

LIN　Ever since joining the company in 2021, I am inspired every day by the talented people of the Bandai Namco Group of companies who share a passion for entertainment and pop culture. Working here at Bandai Namco is literally, “all fun and games.”

YOSHIMURA　Similar to what everyone said, with motivation, you can take on any challenge here, and I believe that our company culture fosters an environment where challenges are readily accepted. A perfect work environment for everyone, if you ask me. Personally speaking, our company is similar to parents in a way that the company helped me to become a better person through various challenges.

ー　A message to those seeking work within the Bandai Namco Group of companies

AHN　Our work environment here is very dynamic, so if you are open-minded and have the ambition to excel, you can expect growth in our company. I’m looking forward to working with our newcomers to have fun and to challenge ourselves!

GARY　The Bandai Namco Group of companies is the place to be if you are looking for a rich experience in video games with its wide portfolio of IPs and products, making the company unique even within the entertainment industry. Anyone who is interested in collaborating with people located around the world and aiming to challenge new ways of doing marketing is a perfect candidate to come and join us here.

LIN　If anything, bring a solution-oriented mindset and positive energy, both attributes that I would like to see from our employees. My journey with the Bandai Namco Group of companies has just started, and I am looking forward to the great escapade to come!

YOSHIMURA　I hope I can work globally and get to know those who have the want and ambition for challenge, and with those who can get along with anyone without bias or preconceived notions about individual backgrounds.