Game Market 1983

Chapter 16: Conquer the American Market!!

"Make a gun for me?"

Kang Junhyuk asked as Gunpei-san skillfully sliced through a tender beef steak.

"Yes, could you make an electronic gun for me?"

"An electronic gun?"

Gunpei-san looked at me with a quizzical expression, as if wondering if I had lost my mind. I reluctantly took out my sketchbook and began to draw a rough design with a pen. It seemed easier to convey the idea through a drawing.

"It looks like this. Fortunately, our family has an external port that can supply power, so you can use that. When you pull the trigger towards the Brown Tube TV, the target displayed on the screen will drop."

Originally, it was an emergency port for use in case the main device malfunctioned, but I had designed it separately. Gunpei-san seemed intrigued by my explanation and pushed his steak plate aside to get closer.

"A new controller for shooting a gun. It's quite interesting. But how does it work?"

"That's something you'll have to figure out, Gunpei-san."

"What do you mean...?"

The birth of a new electronic device involves a spoonful of ideas and a pinch of genius. To be honest, I didn't know how shooting a gun at a Brown Tube TV would create hit detection. But I had played it as a child, and it was originally a product you had made, so you'll find a way to make it work.

Three days later, I bid farewell to Gunpei-san at the international airport.

"The breakthrough in the American market lies in that gun, Gunpei-san. Please go back to Japan and do your best."

"I've been thinking about what Kang Junhyuk said, and I might have a rough idea. Once the electronic gun is ready, I'll contact you. But who is responsible for creating the target-hitting program? Should I leave it to Shige?"

"No, right now Shige-san is busy inspecting the cartridges."

"Then who should I entrust it to?"

"I'll take care of it here."

"What?! You'll make it here?"

"While conducting market research, I'll try my best to create it here. Once the demo is complete, I'll send it via international mail, so please finish it with Shige-san."

"Create it here? Seriously, sometimes I have no idea what you're thinking. When you start talking, all sorts of crazy ideas come out, and I can't keep up."

"I'll take that as a compliment."

"Of course, it's a compliment. Since I met you, working at the company has become more fun. Well then, please help Yamashita-san and conquer the American market."

"Don't worry, I will."

With that, I bid farewell to Gunpei-san and soon left the airport alone. I headed straight to the Nintendo of America branch office.

When I pushed open the quiet office door, Yamashita-san, who was pouring whiskey, was taken aback as he spilled some of the drink.

"Hey, can't you walk more quietly?"

"Whether I sit here or pour drinks at the table, do you think these piled up game consoles will be sold? We need to find a way somehow."

"Whoa, have I not told you about it? Just by placing the products in stores, why should we pay them money?"

"How about giving them money if they accept the products, even just for display?"

"What?"

"Just pay for them to be on display. No matter what, if we sell one machine, we'll only make 1,800 yen from 14,800 yen. It's not worth coming all the way to the US for this. First, we need to sell the game console so that the cartridges can generate profits. If people have a negative perception of the game console, we'll change its name. This is not a game console!!"

"What? So what should we call it if not a game console?"

"Uh... MINTENDO Home Entertainment System... We can abbreviate it as M.H.E.S. How about that?"

"Mintendo Home Entertainment System...?"

"For now, let's drop the name 'game console' and start fresh."

And thus, the counterattack of Mintendo America Branch, MHES, began.

"Yamashita is finally trying to do some real work. Well, that's how a son-in-law should be."

I mean, your son-in-law is wasting away on alcohol and marijuana, right? That's why I had to make this call personally. I cleared my throat and replied in the softest tone I could muster.

"So, after discussing with President Yamashita, we've decided to reinvade the American market with a new branch name."

"Good, good. Whether the branch name changes or not, it's still Nintendo. So, how do you plan to make your move?"

"Fortunately, I heard that Super Marigi, which was released last week, is selling at an incredible speed. Congratulations, sir."

"Haha, is that all? Super Marigi is being sold in a set with Donkcom and the previous game, Mariji Brothers!! Even with the factory running at full capacity, we can't keep up with the demand."

"I see. You're doing quite well collecting money from Japan."

"As expected, Kang, you have a way with words. So, I'm scraping together everything I can. I'm even a bit frustrated that we can't make more products to stock in the warehouse."

"That's great! Then please take all the machines from our warehouse in the US."

"What did you say?! Why would you do that?"

"At a time when we're starting fresh with M.H.E.S., we can't use the same machines as before, can we? We need to redesign the machines to cater to American tastes."

"What?! Hey, man. We've already completed the units, and now you want to change the design?"

"President Yamawuchi, you've gained a lot of capital through the success of Game & Watch and Family. If you're aiming for the American market, you'll need to invest. The design of the current Family system doesn't have a good image in the American market. Plus, it's too small to fit Western standards. Making it slightly larger and sturdier would be better."

"Hmm... I still feel like we're wasting money, but..."

"Have I ever let you down, sir? If you've sent me here, you need to support me."

"Alright, fine. So, you want me to recall all the stock from the US warehouse. Since we can't sell the units in Japan due to a shortage."

"Thank you. Oh, and this is something I've discussed with President Yamashita..."

"What now?"

"We've decided to provide a display fee to the stores that showcase our products in the US."

"A display fee? What's that?"

"In simple terms, we'll give a token of appreciation based on where our products are placed in stores. If it's at the front of the store, it's $1,000 per month, and if it's at the back, it's $300."

"What? Paying money just to place our products in stores? Whose crazy idea is that?"

"Haha... Please don't get too worked up, sir. Of course, we won't continue this indefinitely; we'll try it as a two-month event. By the way, I heard from Gunpei-san that the electronic gun issue has been resolved, and it's entering the production stage. The robot control system I mentioned earlier is already completed, right?"

"Yes, it's all done. The electronic shooting game that you created is also receiving very positive feedback. Nowadays, all our employees are enjoying it in the break room."

"Then, for the US version, please package that robot and the electronic gun together."

"What? But it's difficult to match the unit cost at 14,800 yen."

"It's okay. We're going to sell it for $199 in the US."

"What? You want to raise the price to $199 when it wasn't selling at $149?"

"The reason it didn't sell at $149 is that it couldn't be displayed. It's not because the quality of the machine was poor."

"Grr... This is... Even though we sold it at that price, with the display fee, we could actually make a profit... What should I do?"

"Sir..."

"Hmm? Don't call me that way. I'm afraid of what words might come out of your mouth."

"If you're sending us the guns, you should also provide the bullets. Just shoot them without hesitation."

"Ugh... I'll give them to you! But if you fail, remember, you won't be able to set foot on Japanese soil again."

Hmph. If I fail, I'll just have to stay in Korea then.

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