{"id":72171,"date":"2026-09-09T22:00:00","date_gmt":"2026-09-09T13:00:00","guid":{"rendered":"https:\/\/automaton-media.com\/en\/?p=72171"},"modified":"2026-09-09T16:05:57","modified_gmt":"2026-09-09T07:05:57","slug":"cygames-new-cygamesedge-strategy-is-an-incredibly-intriguing-move-that-could-help-escape-the-aaa-expectations-trap-japanese-industry-veterans-say","status":"publish","type":"post","link":"https:\/\/automaton-media.com\/en\/news\/cygames-new-cygamesedge-strategy-is-an-incredibly-intriguing-move-that-could-help-escape-the-aaa-expectations-trap-japanese-industry-veterans-say\/","title":{"rendered":"Cygames\u2019 new CygamesEdge strategy is an \u201cincredibly intriguing\u201d move that could help escape the \u201cAAA expectations\u201d trap, Japanese industry veterans say"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">During last week\u2019s Play Station State of Play, Umamusume: Pretty Derby and Granblue Fantasy developer Cygames <a href=\"https:\/\/automaton-media.com\/en\/news\/umamusume-developer-cygames-reveals-new-small-to-mid-scale-development-brand-cygamesedge-alongside-debut-title-where-the-seeds-fall\/\" data-type=\"link\" data-id=\"https:\/\/automaton-media.com\/en\/news\/umamusume-developer-cygames-reveals-new-small-to-mid-scale-development-brand-cygamesedge-alongside-debut-title-where-the-seeds-fall\/\" target=\"_blank\" rel=\"noreferrer noopener\">announced<\/a> CygamesEdge, a completely new development brand under its wing. Specializing in small-to-mid scale development, the brand\u2019s goal is to create and release titles in rapid intervals while also building up its knowledge and expertise in game production.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The announcement, which was a bit unexpected coming from such a major studio, was met with much praise from both gamers and developers alike. Many industry veterans shared their surprise (and hopes) for the new studio, explaining why Cygames\u2019 strategy of shifting to more frequent, compact releases over a shorter development cycle could work in today\u2019s video game industry climate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Commenting on his X account, veteran Sega and Mixi game producer Taira Nakamura called Cygames\u2019 move \u201cincredibly intriguing\u201d in the context of the current state of the industry.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-x wp-block-embed-x\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"ja\" dir=\"ltr\">CygamesEdge\u306e\u8a2d\u7acb\u30cb\u30e5\u30fc\u30b9\u3002\u696d\u754c\u306e\u73fe\u72b6\u3092\u8003\u3048\u308b\u3068\u3001\u3068\u3066\u3082\u8208\u5473\u6df1\u3044\u3002<br><br>\u30b2\u30fc\u30e0\u958b\u767a\u306f\u3001\u5fc5\u8981\u3068\u3055\u308c\u308b\u30af\u30aa\u30ea\u30c6\u30a3\u304c\u4e0a\u304c\u308a\u7d9a\u3051\u3001\u958b\u767a\u8cbb\u3082\u9ad8\u9a30\u3057\u3066\u304d\u305f\u3002\u5927\u624b\u306f\u3069\u3093\u3069\u3093\u4e00\u767a\u306e\u6295\u8cc7\u984d\u304c\u5927\u304d\u304f\u306a\u308a\u3001\u5931\u6557\u306e\u30ea\u30b9\u30af\u3082\u6bd4\u4f8b\u3057\u3066\u81a8\u3089\u3080\u3002\u7d50\u679c\u3001\u65e2\u5b58IP\u306e\u7d9a\u7de8\u3084\u52dd\u3061\u30d1\u30bf\u30fc\u30f3\u306e\u5f8c\u8ffd\u3044\u306b\u5bc4\u3063\u3066\u3044\u304f\u3002\u2026 <a href=\"https:\/\/t.co\/YdvgSfkZqT\">https:\/\/t.co\/YdvgSfkZqT<\/a><\/p>&mdash; \u4e2d\u6751\u305f\u3044\u3089@\u30b2\u30fc\u30e0\u30d7\u30ed\u30c7\u30e5\u30fc\u30b5\u30fc (@tairanakamura) <a href=\"https:\/\/x.com\/tairanakamura\/status\/2095633371531710534?ref_src=twsrc%5Etfw\">September 3, 2026<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe quality demands within game development continue to rise, and costs are skyrocketing. Major companies are making increasingly greater investments into single projects, and the risk of failure is growing proportionally. As a result, they are leaning towards relying on established IPs and replicating proven success formulas,\u201d he wrote.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conversely, it is also true that there have recently been many worldwide hits among small and mid-sized titles. There have been examples of games made on a lower budget, with a shorter development cycle and an unconventional concept behind them selling millions of copies. While Nakamura himself doesn\u2019t explicitly mention it, the first example that comes to mind is the overwhelming success of Meccha Chameleon, a solo-developed low-budget party game <a href=\"https:\/\/x.com\/lemorion1224\/status\/2087373922585186625?s=20\" target=\"_blank\" rel=\"noreferrer noopener\">that sold over 20 million copies in a matter of just a few months<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, Nakamura says that it\u2019s much more of a challenge for established major companies to develop small- to mid-sized titles, precisely because they are restrained by high player expectations. \u201cEven if the concept itself is interesting, there\u2019s a high chance that it will be criticized for things like \u2018lacking in quality\u2019 or \u2018not having enough content\u2019.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this context, Cygames\u2019 initiative to launch CygamesEdge makes a lot of sense, Nakamura suggests. By establishing a new brand focusing on smaller titles, they can \u201ceffectively shift player expectations away from \u2018major AAA production\u2019 toward a brand that delivers unique, small- to mid-sized games.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"540\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" src=\"https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/09\/20260909-721710001.jpg\" alt=\"\" class=\"wp-image-72172\" srcset=\"https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/09\/20260909-721710001.jpg 960w, https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/09\/20260909-721710001-380x214.jpg 380w, https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/09\/20260909-721710001-768x432.jpg 768w\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Aside from Nakamura, former Capcom art director and character designer Akiman (Akira Yasuda), best known for his work in Street Fighter II, Red Dead Revolver, and the Mobile Suit Gundam series, also praised the initiative for its potential to nurture rising creators.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-x wp-block-embed-x\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"ja\" dir=\"ltr\">CygamesEdge\u9762\u767d\u3044\u306d\u3001\u96c6\u82f1\u793e\u30b2\u30fc\u30e0\u30ba\u3068\u9055\u3063\u3066\u5236\u4f5c\u8005\u306b\u8457\u4f5c\u6a29\u304c\u884c\u304f\u308f\u3051\u3067\u3082\u7121\u3044\u307f\u305f\u3044\u3060\u3051\u3069\u3001\u305d\u306e\u4ee3\u308f\u308aCygames\u306b\u306f\u65e2\u306b\u5b9f\u8df5\u7684\u306a\u30b9\u30bf\u30c3\u30d5\u304c\u6570\u591a\u304f\u3044\u308b\u3068\u601d\u308f\u308c\u308b\u308f\u3051\u3067\u3002\u2026 <a href=\"https:\/\/t.co\/HsQkGdjiYO\">https:\/\/t.co\/HsQkGdjiYO<\/a><\/p>&mdash; \u3042\u304d\u307e\u3093PLAMAX\u300cGODZ ORDER\u300d\u795e\u7ffc\u9a0e\u58eb\u56e3 (@akiman7) <a href=\"https:\/\/x.com\/akiman7\/status\/2095699115007148294?ref_src=twsrc%5Etfw\">September 4, 2026<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">He explains that repeating the production-to-release process is necessary for creators to gain experience in the industry, but drawn-out development cycles significantly reduce the number of these kinds of opportunities. Therefore, projects that aim to release games over a short development period are crucial for leveling up a production team.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-x wp-block-embed-x\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"ja\" dir=\"ltr\">\u30af\u30ea\u30a8\u30a4\u30bf\u30fc\u306e\u6210\u9577\u306b\u306f<br><br>\u5236\u4f5c<br>\u2193<br>\u767a\u8868<br><br>\u3068\u3044\u3046\u6d41\u308c\u3067\u5f97\u3089\u308c\u308b\u7d4c\u9a13\u5024\u7372\u5f97\u304c\u5fc5\u8981\u306a\u3093\u3060\u3051\u3069\u3001\u958b\u767a\u671f\u9593\u304c\u9577\u3044\u30b2\u30fc\u30e0\u3060\u3068\u5236\u4f5c\u8005\u9054\u306b\u306f\u305d\u306e\u6a5f\u4f1a\u304c\u5c11\u306a\u304f\u306a\u308b\u3002<br><br>\u306a\u306e\u3067\u958b\u767a\u671f\u9593\u306e\u77ed\u3044\u30b2\u30fc\u30e0\u3092\u51fa\u3059\u30d7\u30ed\u30b8\u30a7\u30af\u30c8\u306f\u3001\u5236\u4f5c\u9663\u306e\u30ec\u30d9\u30eb\u30a2\u30c3\u30d7\u306b\u8ca2\u732e\u3059\u308b<\/p>&mdash; \u3042\u304d\u307e\u3093PLAMAX\u300cGODZ ORDER\u300d\u795e\u7ffc\u9a0e\u58eb\u56e3 (@akiman7) <a href=\"https:\/\/x.com\/akiman7\/status\/2095700934680879336?ref_src=twsrc%5Etfw\">September 4, 2026<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">While it seems that, unlike Shueisha Games, the copyright doesn\u2019t go to the creators themselves (Cygames holds ownership of the IP), Akiman notes that, in turn, Cygames has a large number of experienced staff that can support the relatively fast production-to-release process CygamesEdge is aiming to achieve.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Related: <a href=\"https:\/\/automaton-media.com\/en\/news\/this-is-what-it-means-to-be-good-at-art-capcom-veteran-akiman-on-why-elden-rings-environments-stand-out-even-among-higher-fidelity-aaas\/\"><strong>\u201cThis is what it means to be good at art.\u201d\u00a0Capcom veteran\u00a0Akiman\u00a0on why\u00a0Elden Ring\u2019s environments stand out\u00a0even\u00a0among\u00a0higher fidelity AAAs\u00a0<\/strong><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/automaton-media.com\/en\/news\/japans-game-industry-may-not-be-seeing-mass-layoffs-but-reductions-are-happening-beneath-the-surface-devs-say\/\" target=\"_blank\" rel=\"noreferrer noopener\">Japan\u2019s game industry may not be seeing mass layoffs, but\u00a0reductions are happening \u201cbeneath\u00a0the surface,\u201d\u00a0devs\u00a0say\u00a0<\/a><br><\/strong><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cygames recently announced CygamesEdge, a completely new development brand specializing in small-to-mid scale development.<\/p>\n","protected":false},"author":79,"featured_media":72174,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","autoblue_enabled":true,"autoblue_custom_message":"","autoblue_shares":[{"did":"did:plc:uzrrhkfyjrfdsynj2voztcf2","date":"2026-09-09T13:00:10+00:00","uri":"at:\/\/did:plc:uzrrhkfyjrfdsynj2voztcf2\/app.bsky.feed.post\/3mv3lr7vcff2h","response":"{\"uri\":\"at:\/\/did:plc:uzrrhkfyjrfdsynj2voztcf2\/app.bsky.feed.post\/3mv3lr7vcff2h\",\"cid\":\"bafyreigo35dlho4nuleyopxp74btlokexe62lsjky6pmxaegwq4webflla\",\"commit\":{\"cid\":\"bafyreibilx4zxhaqf45c2tszz3tep4pwseyj4xkt3e3vjektobinw4r3ba\",\"rev\":\"3mv3lr7vhbn2h\"},\"validationStatus\":\"valid\"}"}],"autoblue_post_url":"","autoblue_publish_document":false,"footnotes":""},"categories":[3],"tags":[17],"class_list":["post-72171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-japan-related-news"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":7}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cygames\u2019 new CygamesEdge strategy is an \u201cincredibly intriguing\u201d move that could help escape the \u201cAAA expectations\u201d trap, Japanese industry veterans say - AUTOMATON WEST<\/title>\n<meta name=\"description\" content=\"Cygames recently announced CygamesEdge, a completely new development brand specializing in small-to-mid scale development.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/automaton-media.com\/en\/news\/cygames-new-cygamesedge-strategy-is-an-incredibly-intriguing-move-that-could-help-escape-the-aaa-expectations-trap-japanese-industry-veterans-say\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cygames\u2019 new CygamesEdge strategy is an \u201cincredibly intriguing\u201d move that could help escape the \u201cAAA expectations\u201d trap, Japanese industry veterans say - 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