First off, I need to make one thing clear: unlike most people on either side of this controversy, I am actually a fan of the Dead or Alive games. I bought 3 different DOA games in the past couple years. I have actually played one of the Xtreme spin-offs. I follow Tecmo's Facebook page, meaning that I actually got to see the progression of this controversy. I also have been mulling over a blog post about how the DOA franchise actually has some very positive and progressive elements about it for the better part of a year now. Hell, I even thought the DOA movie was a hell of a lot of fun. If there's someone qualified to comment not only on this controversy but also on the DOA games themselves, then I think I'd certainly fit the bill as a reasonably educated party.
With that in mind, let's look at how this controversy game about. From its very announcement, it was obvious that Koei-Tecmo was targeting the Asian market with DOAX3. They had a character poll to determine which girls would make the cut, and it was only open to Asian voters. Furthermore, while they did leave some possibility of a western release, they iterated during its reveal and all subsequent marketing that the game was going to release in Asian territories only. There was certainly some complaining and disappointment among people interested in the franchise (not to mention a petition to drum up interest in a Western release), but it was fairly muted and there was an assumption that these fans would just import it or create a Japanese PSN account to play it.
So what were SJW-types saying during all of this? Honestly, very little. When the game was announced, there was the expected head-shaking and "oh look, another one of these games are coming out", but that's more or less where the media coverage began and ended. There were no calls to ban the game or anything like that. This was not another Hatred-level controversy - people just didn't care.
The problems began when someone asked why the game wasn't coming to North America on the "Dead or Alive Game" Facebook page. A Koei-Tecmo employee responded with:
"Do you know many issues happening in video game industry with regard to how to treat female in video game industry? We do not want to talk those things here. But certainly we have gone through in last year or two to come to our decision. Thank you."Obviously, this is a pretty poorly-translated response which makes it hard to discern the exact meaning. However, based on what is there, I can actually understand why people would assume that the comments meant "SJWs took away your bewbs!" There also seems to be an undercurrent of wanting to avoid controversy in these words. However, it's hard to be sure how seriously to take this, between the bad translation and the fact that Koei-Tecmo have since put out an official statement distancing themselves from this post (albeit, one which is extremely non-committal and unenlightening).
Even then, things still didn't truly blow up until almost a week later when PlayAsia threw in their own 2 cents. Looking to get some sweet, sweet controversy dollars, they put out the following tweet:
"#DOAX3 will not be coming to the US due to #SJW nonsense. However, we will have the English Asia version available"At that point, the floodgates absolutely poured open as DOAX3's lack of localization was no longer a point of consternation for what few fans of the series existed - it was now a political battlefield because damn those SJWs for taking away games that I never even planned on buying!
Oh, and by the way, during all of this SJW were still saying "guys, we don't care about DOAX3, Koei-Tecmo can release it if they want to and you can play it if you want to as well". There were no calls to get the game banned, meaning that all of this "SJW nonsense" was merely an accusation or a scapegoat rather than something which was actually happening. However, there was one troubling response which helped to fan the flames of the controversy. Likely in response to PlayAsia's attempt to bait anti-SJW-types by creating another wave of controversy, a former IGN employee "Carolyn Velociraptor" tweeted that they had industry connections with PlayAsia who would be boycotting the company. This sort of strong-arming was obviously the wrong approach and just gave the anti-SJW crowd more things to complain about. Look, I'm not going to Carolyn Velociraptor's actions here because they were ineffective, thuggish and out of step with the average SJW's position on the whole controversy. If you have a problem with her response then that's fair enough, but don't think that this is concrete evidence of your crackpot SJW conspiracy theory.
Normally, when a controversy like this happens, it stems from the actions of one extreme individual or from some stupid action which ends up colouring the whole group as a result. For an opposing example, think of how feminists were shouting down all MRAs for the comments of a single blog poster who thought that Mad Max: Fury Road was going to be propaganda. Normally this is how these kinds of controversies come about, but this case is a little more interesting for a number of reasons. First of all, it stemmed from the poorly-translated and unsubstantiated words of a single community manager, which were then passed on with the "SJW" hashtag thrown on to foster controversy. Secondly, we see that the hate for SJWs has hit such a boiling point that people will oppose them just based on principle. By and large, non-fans of the DOAX games didn't give a shit about the franchise until someone publicly associated it with SJWs, at which point it became volatile as all hell. Thirdly, it demonstrates that "SJWs" and their actions are defined by those who are opposed to them. SJWs got our game banned! Oh wait, they didn't actually do anything of the sort? That doesn't matter, SJWs have created an environment which kept the game from being localized! When you have control over the label, it becomes... er... "xtremely" difficult to prove or disprove these sorts of grand assertions that have made up the bulk of the controversy - in the anti-SJW ideology, they already believe that they're right and can spread the hate amongst themselves easily.
When it comes down to it, the SJW argument just seems to be incredibly overblown, especially when compared to the economic factors. Despite what the controversy would have you believe, DOAX is a niche spin-off of a second-tier fighting game, a relatively mediocre sales history at best, subject to poor reception in the West and hasn't seen a proper sequel in almost 10 years. The fact that they're even bothering to make another DOAX game is shocking enough to me, but the decision to not localize it actually does make some economic sense.
First of all, let's look at some of the realities of game localization. There's a pretty interesting thread on Reddit which has some info on the costs associated with it, from which I pulled this quote:
"Some publishers like releasing niche games in the west and such, but remember this is the industry obsessed with low risk-huge sales formula. 10-100k sales in the west even if localisation cost a fraction of what you earned or just reclaimed it's budget? Fuck no, too few. 300-500k sales are more like it for a niche game in eyes of big publisher. That's why we don't see Yakuza 5 localization from Sega. These games just don't sell a hundreds thousands copies."Koei-Tecmo is a relatively small publisher whose focus is clearly on the Japanese market - most of their games don't even get an international release at all. As a result, they don't really have a ton of money to throw around on a release that won't earn them much of a return, especially with the rising costs of development, distribution and (especially) marketing. You also need to keep the market potential in mind - in Japan, hyper-sexualized voyeur minigames are far more economically viable than they are in North America. This isn't necessarily a consequence of SJWs destroying the market, it's just because we as North Americans aren't all that interested in beach and pool party minigames, we want action, shooters and other traditional genres (such as RPGs, platformers, sports games, etc). In fact, I think this might have actually been what the Koei-Tecmo community might have been referring to in that fateful Facebook post. Is it so hard to believe that these comments might mean "the west has different views on female sexuality, which I believe make voyeur minigames and dating sims economically unviable"? I mean, if you're freaking out about DOAX3, how many games like this have you picked up over the years? Perhaps the market might be more welcoming if we were exposed to a more diverse assortment of game types...
Hardcoregamer has some pretty interesting stats on the DOAX games' sales figures and how small the North American market share is compared to Japan:
"According to VGChartz, 2003’s Dead or Alive Xtreme Beach Volleyball has sold 0.59 million copies worldwide to date. Here’s the breakdown by territory:This is why I'm surprised that the game is being made at all. If the North American market wasn't there back when the original DOAX games were released, how much worse will it be now? To get an idea, I used VGChartz to look into the sales of the most recent game in the DOA franchise, Dead or Alive 5. After I added up the sales of the 4 separate releases this game has gotten on various consoles, we end up with a rough worldwide aggregation of around 1.15 million copies sold. Looking at the regional breakdowns, the North American sales are usually only slightly more or slightly less than the Japanese sales, but considering the costs of localization and the much wider distribution that is required to actually give the game a chance of selling, this is pretty wretched. If you factor in the fact that the DOAX games tend to sell even less worldwide, then the economic prospects for a worldwide release of DOAX3 looks pretty grim for Koei-Tecmo. As a result, it actually makes some sense to release it in only one territory, go through certification and distribution expenses only once, focus your marketing, allow those who are interested in the game to buy it via import and, yes, avoid any potential criticism that might come its way, if that's really something they care about.
North America: 0.36 million
Japan: 0.14 million
Europe: 0.08 million
Rest of the world: 0.02 million
By the time we get to 2006’s Dead or Alive Xtreme 2, the numbers drop precipitously. Xtreme 2 has sold just 0.25 million worldwide to date, less than half of what Xtreme Beach Volleyball sold. The ratios by territory are roughly the same, but the numbers are much lower for each.
At first glance, you’d think that means that North America is the obvious market for the game. After all, it sold more, right? Well, take a moment to consider that while Japan is a single country of 145,000 square miles and 126 million people, North America is an entire continent of nearly 10 million square miles, made up of 23 different countries and has a population of 565 million people. Simply put, it costs a lot more to market and distribute a game in North America than it does in Japan; it’s not a 1:1 comparison of sales figures."
With all the economic factors which are almost certainly the primary issue with the game not receiving localization, can we really pin any blame on "SJWs" for Koei-Tecmo's decision not to release? Perhaps, but I'm really not convinced. For one thing, I can't recall the last time there was a major feminist outcry about a video game since Dragon's Crown. Anything since then has basically boiled down to criticism, which is something that you just have to deal with if you're going to put out a piece of art. On the other side of the coin, you didn't see Anita Sarkeesian stop her video game tropes series over the criticism she received, which was significantly harsher than anything that has ever been said about the DOA franchise. If she can stick to her guns and put out a product she believes in, I have a hard time believing that Koei-Tecmo can't, especially if there's a significant amount of money to be made.
If Koei-Tecmo were concerned about the opinions of SJWs, then why would they have released Dead or Alive 5: Last Round just this past year? In this release, they doubled-down on the fan service by adding Honoka, easily their... er... "biggest"* slice of fan service ever. Even with Honoka, DOA5:LR really didn't make much of a splash amongst the SJW-crowd, who basically just shrugged their shoulders as they have with DOAX3 (and DOA5:LR even received reasonably good reviews which were more critical of it being a cash grab than anything else). If Koei-Tecmo were truly concerned about SJW backlash, then I doubt that they would have put out DOA5:LR in the first place, or especially made it "sexier" than ever.
Which brings me to my final, and definitely most important, point: guys, please stop freaking out about this game. I can guarantee you that DOAX3 is not worth your outrage. I seriously question how many of these angry people have actually played a DOAX game, because they are utter shit. For a laugh, I tried out Dead or Alive Paradise, and it was absolutely wretched. If all you wanted to do is oogle girls in bikinis, you should realize that that is barely a feature in the game. Most of what you do is boring menu-based busywork until you decide to play a minigame for about 30 seconds. It has more in common with dating games than you would expect. Now obviously there is a certain niche market for that kind of game, which is fine, but I doubt that they're the ones doing the bulk of the complaining here. The extremely creepy tone and general pervy-ness are just a veneer over a husk of a game which very quickly goes sour. At least the DOA fighting games are build upon great game mechanics which make them very fun in their own right, even if you aren't interested in the voyeurism. DOAX lacks that though and ends up being nothing more than sexploitation in the same vein as such esteemed "classics" as Bubble Bath Babes or one of those pornographic Tetris machines you see in the especially seedy bars.
As if that wasn't enough, Koei-Tecmo have demonstrated through DOA5:LR that DOAX3 is going to be packed full of many of the corporate practices that gamers have been rallying against for years now. If your favourite part of the old DOAX games was unlocking all the skimpy bikinis then prepare to be disappointed - DOAX3 is going to be a DLC factory. Every re-release of DOA5 has been packed with a glut of DLC. DOA5:LR alone had over $200 worth of DLC available on day 1!!! Want to know what's even worse? A significant portion of that (around $90 worth) was already on the disc and available in previous releases of the game as DLC. Usually when you put out an enhanced re-release, you pack all of the content that was available in the previous release, not sell it to everyone again...
Arguably the absolute worst offense they have committed though is releasing a $90 season pass... which literally was good for only a few months of mediocre costumes. Without warning, they launched a second season pass for the next year of content for the exact same price, meaning that super-dedicated fans of the franchise can be looking at upwards of $240+ to get the "full" experience of a game which came out years ago. Koei Tecmo is just taking the piss and this is almost certainly going to carry over into DOAX3. Oh, and all of those characters who failed to make the cut for the game, including such main characters as Tina Armstrong and Lei Fang? They'll almost certainly be added in as DLC in the future as well.
After all of this controversy though, I wouldn't be surprised if Koei Tecmo relents and announces in the next couple months that they'll release the game exclusively via PSN and Xbox Live. Anti-SJWs will declare it a victory for free speech, while SJWs will just continue to sigh, shrug their shoulders and not care. Personally, there seems to be room for games like DOAX3, similarly to how we can have movies like Piranha 3D and Magic Mike. At this point, we're more concerned about female representation in AAA games like Watch_Dogs and Metal Gear Solid V: The Phantom Pain, rather than the business of softcore porn fantasies. If you're looking for someone to blame for this controversy, here's where I would direct you: Koei Tecmo. If they really are being strong armed by us nasty SJW-types, then they should just have the balls to stick to their guns and trust the market.
And anyway, if they don't release it in North America after all, then that's what Rule 34 is for, right?
*Man, I'm really killing it with the puns today.