The Gamer’s Vernacular: Itagaki marketing

Itagaki marketing (n): a marketing practice based on theory that works on the assumption that sexual imagery is a complementary good to video games. Named after video game personality, Tomonobu Itagaki.

I was in a number of newsagencies the other day trying to track down the latest issue of Retrogamer magazine, an incredibly tasteful and well produced piece of print media, when I noticed a commonality between the placement of said video game media in each of the stores I entered.  In each store, the video games sections were all placed next to more uncouth publications.  You know, of the adult variety. 

This is an example of Itagaki Marketing.

Tomonobu Itagaki

Former head of Team Ninja division of Tecmo Tomonobu Itagaki-san pioneered the technique of ‘Itagaki-marketing’ with the release of the first game in the Dead or Alive videogame series in 1996 and its mixture of hardcore videogaming and sexual imagery.  But it wasn’t until the release of the spin-off, Dead or Alive Xtreme Beach Volleyball (DOAX) and the inclusion of the revolutionary jiggle physics that would define Team Ninja games like the Ninja Gaiden series into the future, that Itagaki-san and his team fully realised the potential of his new style of video game development and marketing.  DOAX was reported to have sold 73,000 copies in the US on the day of its release and went on to spawn two sequels.  This style of marketing is now in use by newsagents and electronic media publications globally.

What a legacy this man has.  Ultra violence mixed with blatant sexualisation of women and jiggle physics.  Only the makers of the Onechanbara series holds a candle to this man’s prowess is making assumptions about the typical male video gamer.

This is a man, who when interviewed by XBOX Nation on DOAX2 said:

“Let me tell you what entertainment is. Violence. Sex. Friendship. Death. Surprise. Betrayal. Dancing.”

  Bless you Itagaki-san. 

"The female body is built out of a very particular set of curves.” - Tomonobu Itagaki (Gamepro.com, January 23 2003)

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So a strange coincidence happened to me….

when I finally found myself at the end of Heavy Rain.  As the credits role, I hear a banging at the window.  Then another bang.  Then a series of bangs in a row.  Followed by the dripping of water on my head and a feeling of freezing cold water submerging my feet.  A storm, the most furious I’ve seen had found its way to Melbourne and somehow into my house right as the credits for the game rolled.

A fitting end for an amazing game.  Whoever says video games aren’t immersive are plain weird.

At least this is one storm the Origami killer won’t exploit.

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UFC Undisputed 2010 trailer debuts at VGAs : how about some southpaw?

Anyone that played UFC Undisputed 2009 on the PS3 and XBOX 360 knows that, although it wasn’t perfect, it was the closest representation of MMA that any videogame has achieved thus far.  It also happened to be a damned fantastic game in its own right.  And chances are you’re still playing it .  I know I am.  Unlike Stubbsy I’m not usually one to buy into annualised sporting franchises – but UFC Undisputed will more than likely change that.  Which is why I’m so excited to see the trailer for UFC Undisputed 2010 debuting at the VGAs. To be honest it doesn’t show a whole lot – but all it really needs to do is fix some of the stilted animations and maybe some minor alterations to the Career mode to make it slightly more involved, and we have ourselves a perfect fighting simulation. Oh yeah, and as a lefty, how about showing us some southpaw lovin’ Yuke’s?

Check out the trailer for UFC Undisputed 2010 below, and tell us what you want for the next installment in what I personally hope is an evergreen, constantly evolving franchise for THQ.

UFC Undisputed 2010 reveal trailer, Yuke’s/THQ

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