FRANCHISE FOCUS: PUCCA Pucca up


RISING STAR GAMES is a publisher with a very clear mission. It is, as its slogan proudly declares, the home of Japanese games: a haven for properties that might have otherwise struggled to secure a publisher. The latest immigrant to take up lodgings with Rising Star is Pucca, a franchise not visually dissimilar to one of the firm’s biggest successes, Hello Kitty. Like its feline forebearer, Puccahas made a name for itself in almost every medium imaginable: TV, fashion, merchandise and, of course, video games. The series will make its UK gaming debut early this year with DS title Pucca Powers Up. It will depict the many adventures of the titular character Pucca, the young daughter of a noodle house owner, and her love interest Garu, a 12- year-old ninja.


NATURAL SELECTION It sounds kooky enough, but why Pucca? How does Rising Star choose from the hordes of cutesy Japanese characters and decide which will appeal to the West? “We have always taken the


individual merits of a game into


Having already been instrumental in establishing Hello Kitty in the UK, Rising Star is now bringing a new Japanese IP to our shores: Pucca. James Batchelor speaks to product manager Yen Hau about how the publisher prepares Far East franchises for their Western debut


account,” says product manager Yen Hau. “Rather than just providing titles from a specific genre, we like to find high quality games and bring them to the UK market. “We also pride ourselves on talking with our community as much as we can, and listening to what they want to see released in Europe. We try our best to secure these products and we manage to get some pretty big bites. Our dialogue with gamers has got us where we are today. “Interestingly, Pucca’s target audience is slightly older than that of Hello Kitty. The game itself is a comedic action platformer. Whilst the imagery may appear to cater specifically for the young girl’s age group, the game has a slightly broader appeal and is more suitable for a wider audience. The Pucca merchandise may be favoured by girls, but the animated series was a hit among boys.”


Crucially, this latest partnership with Rising Star will be just as much a boon to the publisher as it will to the franchise’s global reach. “Adding Puccato our portfolio not only gives us a genuinely lovable game to release, but also brings with it that strong brand awareness that we can use to further


promote “ CAT AMONG THE PIGEONS


Pucca won’t be hogging the limelight. Rising Star is also prepping the launch of another Hello Kittytitle. Following last year’s popular Happy


Partywith Hello Kitty & Friends, this year will see the arrival of the equally lengthy-named Loving Life with Hello Kitty & Friends.


“The previous release of Hello Kitty was a great success, and at some


32 January 21st 2011


We are still receiving reorders over a year after Hello Kitty’s initial release.


“ Yen Hau, Rising Star Games


Some of the best- selling games in the West are developed in Japan, such as Final Fantasy and Super Mario Bros. Yen Hau, Rising Star Games


Rising Star Games,” says Hau. “It provides us with business opportunities that normal gaming brands cannot offer and opens up enormous markets outside of our usual gaming channels.”


EAST TO WEST Rising Star has introduced countless Eastern properties to UK consumers, such as Hello Kitty, Rune Factoryand No More Heroes, and often to great success. By now the firm is well versed in this process but that doesn’t make the release of a whole new brand any less challenging.


“The biggest task will be to educate consumers in the UK about the product and why it has been successful overseas,” Hau says. “Luckily for us there is already an installed consumer base of Japanese products and I believe we have been successful in creating a good relationship with these groups. “With Hello Kittyand Pucca, little work is required as these groups – and the wider public – have seen these brands in one form or another.”


retailers it still is,” says product manager Yen Hau.


“It has continued to perform well at retail to the extent that we are still receiving reorders over a year after its initial release.


“The new game is part of the Hello Kitty & Friendsfamily and builds upon its predecessor’s success by providing more of Hello Kitty’s friends to play


with – and a collection of even more enjoyable mini-games. “We expect Hello Kitty to build upon the success of its predecessor and become very popular at retail, and are equally confident that Puccawill yield the same returns.”


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