According to the latest issue of Famitsu magazine, EA has plans to increase its market share in Japan by developing games that will appeal to Japanese gamers. EA's senior vice president of international publishing, David Hardner was interviewed by Famitsu. Gardner is entrusted with overseeing EA's European and Asian publishing operations.
Gardner told Famitsu that EA have plans to employ two major strategies in order to expand its market share in Japan. Firstly, EA has plans to hold back on the amount of games it currently imports into Japan. Instead selecting the finest cuts which they believe will entice Japanese gamers.
However, American games are still generally cult products in Japan, aside from a few titles such as the Grand Theft Auto series. Gardner said that it will be easier to win over the Japanese customers' interest by developing games locally rather than by trying to convince them that American games are good. So as its second step, EA is expanding its studio in Japan.
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