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The publisher has worked alongside a number of European and US studios in recent years, but the results haven't always been successful. What this doesn't mean, necessarily, is more Western development. It's almost like an extra level of localisation, beyond just language. Except we do this in advance of games being developed." Whether that's an exchange program between in-house studios or a more global synced-up exchange of information. We let the creators create. What we're trying to do is advise colleagues on European gamers, and how they might make their games more accessible.
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"I want to stress, that this is certainly not corporate suits getting involved in development, telling R&D development how to make a game or using a load of focus groups to design a title - '16.4% more gamey please'. That's not to say a perfect game mechanic can't be a beautiful thing and a selling point in its own right, but to appeal to a wide audience as possible you need to have fully fleshed out characters, a plot and a story with some, however small, anchor in reality. That's a huge difference to the way games are developed.
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By contrast, with Resident Evil 7 a story was written first and the game designed around it, while Capcom Vancouver studios have four in-house scriptwriters who write the story first.
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In Japan, a gameplay mechanic is often devised first and a story and characters are built around this. I sat down with one of our Osaka-based game directors a few months ago and we discussed at length the game development process. "In order to make this a reality we have to work much closer with our colleagues in the R&D department. By contrast Resident Evil 7 was created where a story was written first and the game designed around it" "In Japan, a gameplay mechanic is often devised first and story is built around this. We're always going to have our Japanese curiosity titles that appeal to a core fanbase, but to grow our market share we need to break down barriers so our games can appeal to as many people as possible, from our old school fanbase of people in their 30s and 40s, to those in their early years just starting out in gaming. "It's about very much continuing this with future products. "Where we've had our best success in recent years is blending classic Japanese game design with a more Western aesthetic," he says. Yet it's one Turner is keen to help remedy. Therefore, although the publisher has a strong stable of legacy brands, keeping them relevant to a Western audience - and not just old school fans - is clearly a challenge. Yet Capcom is arguably more Japanese orientated than most, with the majority of its games being created within the region. Turner has been at Capcom for more than ten years, having started his career at Sega and then spending over five years at PlayStation - so he's certainly spent plenty of time working within Japanese organisations. Japanese anime permeates everything, and certain anime tropes are accepted as the norm within Japanese culture and make their way into the games." At the cinema, anime is all encompassing, so you can understand why ideas don't always seamlessly transfer across to the EMEA region.
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But living in Japan, high-end TV drama isn't the norm and music and games are dominated by Japanese creations. He continues: "Creators consciously or subconsciously draw inspiration from around them whether that be political situations affecting them or other entertainment. It might sound a minor point but it's a possible barrier to enjoyment." But how many people playing the game outside of Japan understand the character is angry? Something as simple as a gameplay feedback loop isn't understood by everyone in our region. "This symbol is the equivalent of seeing steam coming from ears in a Tom and Jerry cartoon. "It's the anime symbol for being angry," he explains to in his first interview in the role. So you can perhaps understand why he was a little surprised to see the symbol appear above the head of a character in one of his firm's games. That's also what a hashtag means to Stuart Turner, Capcom Europe's newly appointed COO. To me, it's a social media tool designed to tag certain posts. Depending on where you live in the world, it can mean something quite different.