Reflecting the cultural history and differences in Japan’s gaming and live-streaming sectors
Providing cultural analysis on behalf of semiotics agency Sign Salad on Japan’s game and live-stream sectors for a leading global gaming and streaming platform service.
We provided:
- A cultural review and sense check of the client’s draft analysis, identifying what statements corresponds with Japanese culture
- An explanation of certain terminologies, customs or actions in Japanese culture, to make sure our client understands the minute nuances
![Reflecting the cultural history and differences in Japan’s gaming and live-streaming sectors Japanese pro gamer](https://tokyoesque.com/wp-content/uploads/2021/09/Gamer.jpg)
What was the brief?
Brands sometimes perceive the advertising of gaming and streaming platforms as risky, and only relevant to gamers. Sign Salad was commissioned by a leading global gaming and live-streaming platform to challenge this view, to showcase the platform as a being a strong, leading partner for advertisers.
As part of a multi-disciplinary approach, Sign Salad explored the current cultural influences and drivers of this sector, and Tokyoesque was asked to provide insights on the Japanese market.
How we approached things
- Underlining how Japan’s gaming culture intersects with its rich anime culture
- Exemplifying how games are now seen to have certain health benefits in Japan, such as encouraging elderly patients
- Underscoring the popularity of game live streams with the younger generation
- Always bringing discussions back to one, simple question – what would a Japanese person think or feel?
Methodology
We employed a combination of existing cultural knowledge and additional desk research.
Results
Tokyoesque added value to this project through:
- Hands-on experience: Our bilingual, multi-cultural team was well placed to perceive even the subtlest of cultural differences between the UK and Japan.
- Ad-hoc support: Our team was always available to further provide clarification when necessary.
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If you’d like to receive an in-depth analysis of your sector in Japan—please let us know!