{"id":2963,"date":"2024-06-29T00:30:29","date_gmt":"2024-06-29T00:30:29","guid":{"rendered":"https:\/\/worldclassservers.net\/blog\/2024\/06\/29\/beyond-beat-em-ups-snk-has-ambitions-to-become-a-top-10-publisher\/"},"modified":"2024-06-29T00:30:29","modified_gmt":"2024-06-29T00:30:29","slug":"beyond-beat-em-ups-snk-has-ambitions-to-become-a-top-10-publisher","status":"publish","type":"post","link":"https:\/\/nextlevelnews.co.uk\/blog\/2024\/06\/29\/beyond-beat-em-ups-snk-has-ambitions-to-become-a-top-10-publisher\/","title":{"rendered":"Beyond Beat ‘Em Ups: SNK Has Ambitions to Become a Top 10 Publisher"},"content":{"rendered":"

Back in the day, SNK was one of gaming\u2019s biggest names. King of Fighters and Fatal Fury were hugely popular beat-\u2019em-ups in the 1980s and \u201990s, while Metal Slug helped define the side-scrolling action game genre, and the company\u2019s high-spec console, handheld and arcade hardware were the envy of many. <\/p>\n

After two tumultuous decades in the 2000s, SNK received investment from Saudi Arabia\u2019s Electronic Gaming Development Company in 2020 and was fully acquired in 2022. The investment has come under scrutiny due to Saudi Arabia\u2019s human rights record, which includes allegations of unfair treatment of women and the LGBTQ community. In the aftermath of the acquisition, an SNK lead insisted that the studio’s new ownership “doesn’t affect us in any way.”<\/a><\/p>\n

Shortly after the opening of a new development studio in Singapore in April, IGN spoke with SNK President and CEO Kenji Matsubara about the company\u2019s vision, which includes becoming a Top 10 global publisher.<\/p>\n

Matsubara\u2019s goal is ambitious, but the company does of course face extremely stiff competition. Depending on the definition, the world\u2019s largest game publisher is currently Sony Interactive Entertainment, with the Top 10 also including Microsoft, Nintendo and Electronic Arts. The group also includes relative newcomers from China such as Tencent, NetEase and miHoYo.<\/p>\n

\u201cSetting such a lofty goal has helped me to identify the challenges that stand in our way,\u201d he says. \u201cWhat SNK currently lacks the most is development capabilities, so strengthening development capabilities will be essential. Beyond that, we can also consider acquiring other studios with strong IP, to add to our portfolio.\u201d<\/p>\n

SNK\u2019s next announced game is Fatal Fury: City of the Wolves<\/a>, the first new entry in the Fatal Fury series in 26 years. After nearly three decades away, the new game is attracting a positive response from fans of fighting games \u2013 but Matsubara acknowledges this alone will not be enough.<\/p>\n

\u201cIt will be necessary for us to develop titles in various genres and release multiple titles every year,\u201d he says. \u201cWe are also working on genres other than fighting games. We are planning not only action games that utilize SNK\u2019s legacy IP, but also action games that are brand new, and we hope to start releasing these over the next few years.\u201d<\/p>\n

Matsubara joined SNK in July 2021. In the three years since, he has made significant changes, strengthening the company\u2019s development, sales and publishing divisions. Headquartered in Osaka, the company also opened new development studios in Tokyo and, most recently, Singapore, with another studio already open in Beijing. Last year, its Osaka HQ changed location as well, leaving its longtime home for a larger, more centrally located office close to Shin-Osaka bullet train station. In terms of marketing and sales, Matsubara has increased the company\u2019s focus from Asia to include more proactive efforts in the West.<\/p>\n

As a geographically central location in Southeast Asia with a high level of English proficiency, stable economy and growing pool of tech talent, Singapore is becoming one of Southeast Asia\u2019s most prominent locations for game development. In recent years, companies such as Ubisoft, Electronic arts and Bandai Namco have opened offices there, while locally developed indie games such as Cuisineer and Let\u2019s Build a Zoo are taking Singapore\u2019s soft-power culture to the world. Gaming peripheral makers such as Razer and Secretlab, too, have built a strong reputation for the country, while gamescom spinoff event gamescom asia has been held there for several years. <\/p>\n

As we spoke with Matsubara shortly after the opening of SNK\u2019s new Singapore studio, we asked the reasons behind this choice of location.<\/p>\n

\u201cWhen I joined SNK, we only had studios in Osaka and Beijing,\u201d he says. \u201cWe soon set up a Tokyo studio, but we felt we needed to increase the number of studios and work on strengthening our development capabilities. When we look to Asia, Singapore is the most attractive place. Engineers there are knowledgeable about generative AI and machine learning, which have been attracting attention in recent years, and they are interested in joining the videogame industry. So Singapore felt ideally suited for game development.\u201d<\/p>\n

Each of these studios undertake different tasks while also collaborating on certain projects. While the Singapore studio finds its feet, it has been twinned with the Tokyo studio, while also taking advantage of local knowhow to contribute development research to the group as a whole.<\/p>\n

\u201cFor now, the Singapore studio and the Tokyo studio work together closely, holding regular meetings and collaborating on title development. In the future, I would like the Singapore studio to become a standalone studio, and to develop AAA titles as a hub studio for Southeast Asia.\u201d<\/p>\n

Matsubara also explained that the Singapore studio has a strong R&D focus, particularly in the fields of generative AI and machine learning, which will feed back into the rest of the SNK group.<\/p>\n

SNK also has sales bases in China, South Korea, Taiwan and Japan. But even with all of these new development and sales offices, the company\u2019s plans for expansion continue to unfold. As SNK works towards its goals, it plans to eventually either open outposts in North America and Europe, or to build partnerships in those regions with other companies.<\/p>\n

While SNK has a very long way to go to realize its aspirations of cracking the global Top 10 publishers, it is clearly no longer just a Japanese company. By embracing a multicultural approach and dabbling in new genres, there\u2019s a good chance it will release some cool games. That in itself will be an important first step in once again making SNK a household name.<\/p>\n

Daniel Robson is Chief Editor at IGN Japan and is <\/em>on Twitter here<\/em><\/a>.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Back in the day, SNK was one of gaming\u2019s biggest names. King of Fighters and Fatal Fury were hugely popular beat-\u2019em-ups in the 1980s and \u201990s, while Metal Slug helped define the side-scrolling action game genre, and the company\u2019s high-spec console, handheld and arcade hardware were the envy of many. After two tumultuous decades in […]<\/p>\n","protected":false},"author":0,"featured_media":2964,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-2963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nBeyond Beat 'Em Ups: SNK Has Ambitions to Become a Top 10 Publisher - Next Level News<\/title>\n<meta name=\"description\" content=\"Stay on top of the gaming world with Next Level News. 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