{"id":73871,"date":"2026-10-16T17:00:00","date_gmt":"2026-10-16T08:00:00","guid":{"rendered":"https:\/\/automaton-media.com\/en\/?p=73871"},"modified":"2026-10-16T17:54:18","modified_gmt":"2026-10-16T08:54:18","slug":"cygamess-new-brand-cygamesedge-will-focus-on-developing-smaller-experimental-games-but-without-stepping-into-indie-territory-we-talk-to-the-producer","status":"publish","type":"post","link":"https:\/\/automaton-media.com\/en\/interviews\/cygamess-new-brand-cygamesedge-will-focus-on-developing-smaller-experimental-games-but-without-stepping-into-indie-territory-we-talk-to-the-producer\/","title":{"rendered":"Cygames\u2019s new brand CygamesEdge will focus on developing smaller, experimental games, but without stepping into \u201cindie\u201d territory. We talk to the producer"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Cygames\u2019 new development brand CygamesEdge is set to release its debut title <strong>Where The Seeds Fall<\/strong> on November 5. Dubbed a&nbsp;\u201cdramatic collapse action adventure,\u201d the game is coming to PC (Steam), Nintendo Switch 2 and PlayStation5. In the game, players assume the role of a soldier as he navigates crumbling platforms while carrying the \u201cFell Child\u201d- who looks like his late daughter \u2013 in order to reach the world\u2019s surface. A demo is currently available.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AUTOMATON had the opportunity to visit Osaka Indie Game Summit on October 3, where we interviewed CygamesEdge\u2019s brand producer Shuichiro Hamada about his background and how the new development label came about.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"869\" height=\"578\" sizes=\"auto, (max-width: 869px) 100vw, 869px\" src=\"https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710001.jpg\" alt=\"\" class=\"wp-image-73881\" srcset=\"https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710001.jpg 869w, https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710001-380x253.jpg 380w, https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710001-767x510.jpg 767w\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014First, could you tell us a bit about yourself? What did your career path look like before you became the brand producer of CygamesEdge?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In terms of my career background, I worked as a project manager and director at a certain game company. Then, I also gained experience as a video director at a video production company. In 2018, I joined Cygames. As for the reason, Kenichiro Takagi, who&#8217;ve I&#8217;ve met at the said game company, offered: \u201cI\u2019ll be switching jobs and moving to Cygames, why don\u2019t you come with me?\u201d So, I joined the company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After joining, I was first in charge of launching console game businesses together with Takagi. Specifically, I worked as a kind of production assistant for the Granblue Fantasy and Shadowverse series. After that, I worked on Umamusume: Pretty Derby \u2013 Party Dash as the producer, and finally, I became the brand producer of CygamesEdge. I\u2019m also the producer of Where The Seeds Fall.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014What kind of brand is CygamesEdge? What do you want to achieve with it?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To put it straight, it\u2019s Cygames\u2019 new brand specializing in small- to mid-scale games. As for how its launch came about: While Umamusume: Pretty Derby and Granblue Fantasy are positive examples, there have been many cases at Cygames where we\u2019ve built large-scale development teams and developed games over a course of several years or even more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is what we did in our pursuit for the best possible content. But on the flipside, the video game market has shown a significant change in recent years. The market is becoming noticeably divided between massive-scale AAA games and individually developed indie works. So, even within the company, as the market has been seeing player values and playstyles diversify, we needed to respond to the challenge with even greater flexibility and speed. We wanted to experiment and create gaming experiences that are on the edgier side of things, with the agility of small- to mid-scaled titles, which is what led to the launch of CygamesEdge.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"\u300e\u5d29\u843d\u306e\u56fd\u300f1st\u30c8\u30ec\u30fc\u30e9\u30fc\" width=\"1160\" height=\"653\" src=\"https:\/\/www.youtube.com\/embed\/zU1kNmciAB4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014How did you end up getting chosen to be the brand producer of CygamesEdge?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019d like to insist that it was simply because I look like a \u201chot uncle\u201d (laughs).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014(Laughs.)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seriously speaking, I\u2019ve been a part of Cygames\u2019 console division from very early on, and I\u2019ve built my career on coordinating between different fields of work and understanding how things are managed internally, which I think is one of the reasons I was chosen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cygames itself is a large organization, so there is an inevitable need for processes like \u201cget this opinion approved, then get that approved.\u201d Of course, if we don\u2019t handle things properly in the creative aspect, we won\u2019t be able to get the final green light from Watanabe (Koichi Watanabe, CEO of Cygames). Since I\u2019ve experienced the entire process of handling games from planning to release, I think the upper management likely recognized that part of my work.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"681\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" src=\"https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710002.jpg\" alt=\"\" class=\"wp-image-73883\" srcset=\"https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710002.jpg 1024w, https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710002-380x253.jpg 380w, https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710002-767x510.jpg 767w\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014We\u2019ve heard the CEO is somewhat famous for being quite strict with his feedback and quality requirements. On the other hand, are CygamesEdge\u2019s quality criteria any different compared to Cygames?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We do recognize that separate evaluation criteria have been established between the two. However, in terms of \u201caiming to create the best content possible,\u201d CygamesEdge isn\u2019t much different from Cygames. While Cygames has established a development team focused on a broad pursuit of high quality and overwhelming volume of content, the policy of CygamesEdge is to make a title\u2019s concept and qualities \u201cedgier\u201d and deliver it to the target audience in an easy-to-understand way. You could say Cygames focuses on wider \u201csurfaces,\u201d while CygamesEdge pursues focused \u201cpoints.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014Playing Where The Seeds Fall, I was surprised to find how well the gameplay reflects Cygames\u2019 identity and the brand\u2019s values.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We were quite conscious of capturing the Cygames-like feel. Our target audience is primarily the PC game market, with a focus on small- to medium-scale titles, including indies. So, personally, I have been trying out many indie-like titles on a regular basis, hoping to learn from them. Among them were some titles that have amazing concepts, but, for instance, their UI is not that user-friendly, so the aspects that make them fun don\u2019t come across. As CygamesEdge, we focus on creating games that are easy to understand in this sense. We don\u2019t think too much about whether it will suit every player\u2019s taste; we focus on ensuring players can actually experience the core elements we want them to enjoy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014You\u2019ve said that your target are small- to medium-scale titles, including indies. But that doesn\u2019t mean you\u2019re calling yourself an indie studio?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It would be super arrogant of us to call ourselves indie. The reason is that both our budget and development period are significantly greater compared to other independent developers exhibiting here (at the Osaka Indie Game Summit). We approach development without defining ourselves as an indie studio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014There are also terms like \u201cin-house indie,\u201d but you didn\u2019t go with that label either?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s right. The term \u201cindie\u201d tends to be used rather ambiguously in the game industry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cygames itself has so far developed large-scale games in genres like classic fantasy RPGs and character-driven titles. I think this is partly because these are Watanabe\u2019s personal preferences, but our goal is to take on a variety of different genres without those constraints and deliver them to our customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014Were you given any specific missions or goals when CygamesEdge was launched?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We weren\u2019t given any specific missions. However, as producer, I want to focus on sales. Actually, when CygamesEdge was just about to launch, there was discussion about whether we should limit the genres of games we develop going forward. However, I concluded that making each of our games with a distinct edge without restraining ourselves from the start would, as a result, help us earn the trust of our players.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is through that kind of approach that you develop brand trust. Personally speaking, it might take us around 3 to 5 years at the longest, but I want at least one of our titles to sell in the range of over 1 million copies. If this succeeds, the game will become CygamesEdge\u2019s flagship title, which will instantly boost brand awareness.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1067\" height=\"595\" sizes=\"auto, (max-width: 1067px) 100vw, 1067px\" src=\"https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710003.jpg\" alt=\"\" class=\"wp-image-73884\" srcset=\"https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710003.jpg 1067w, https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710003-380x212.jpg 380w, https:\/\/automaton-media.com\/en\/wp-content\/uploads\/2026\/10\/20261016-738710003-768x428.jpg 768w\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014You\u2019ve mentioned the word \u201cedge\u201d quite a few times throughout the interview. What does the term mean to you personally?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Personally, I use the word \u201cedge\u201d to describe a work that goes super deep into the matter of its focus, which we present to our customers in the way that\u2019s the easiest to understand. It doesn\u2019t necessarily refer to something outrageous. Cygames itself does take on similar challenges, however, there is inevitably a mindset of raising the overall standard and competing by going all in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the other hand, with CygamesEdge, we want to pour our greatest efforts into the gameplay feel and the technological prowess we\u2019ve cultivated so far. As a business, we\u2019re also focusing on profitability, so I think we\u2019ll be going through a process of trial and error to maximize that with a limited timeframe and budget.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014What part of CygamesEdge do you think encapsulates the Cygames spirit?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In one of his past interviews, Watanabe said that the Cygames spirit lies in \u201cnever giving up,\u201d and I think this is the same for CygamesEdge. To begin with, compared to Cygames, CygamesEdge works with a more limited budget and development cycles. So, we think that in those kinds of circumstances, it\u2019s important to carefully choose crucial elements and keep pursuing them without giving up on development.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014Can you tell us anything about the kind of titles you plan to develop in the future?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Actually, right now we\u2019re simultaneously working on several projects. While following the current trends, we ideally want to release at least 2 or 3 titles on the same scale as Where The Seeds Fall in the span of a year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014That means one game per quarter? Sounds like a pretty fast release pace.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It may be once a quarter, or at a different kind of pace. But releasing one title per quarter is the ideal approach.Of course, game development doesn\u2019t always go as planned, but that\u2019s the goal we\u2019re aiming for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014In terms of trends, sorting games and so-called \u201cfriendslop\u201d games are what\u2019s popular right now. Will CygamesEdge possibly tackle these genres as well?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hamada:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s for sure a possibility. However, we don\u2019t want to just blindly follow trends, we want to add our own interpretation of them. The changes in trends and popular genres in the indie game market are quite intense. Many of Cygames\u2019 developers are also gamers, so we often have discussions about what kinds of elements we want to add into our games. However, even if we do try and implement them, they might already be out of fashion by the time they\u2019re released to the public. As CygamesEdge, we want to be able to keep up with such trends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2014Thank you for your time.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Where the Seeds Fall is set to release on November 5 for PC (<a href=\"https:\/\/store.steampowered.com\/app\/4139580\/Where_the_Seeds_Fall\/?utm_source=automaton-media.com_en&amp;utm_medium=referral&amp;utm_campaign=article-71894\" target=\"_blank\" rel=\"noopener\">Steam<\/a>), PlayStation5, and Nintendo Switch 2.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AUTOMATON WEST interview with CygamesEdge brand producer Shuichiro Hamada about the new development label. <\/p>\n","protected":false},"author":1,"featured_media":73880,"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":"2026-10-16T08:00:14+00:00","uri":"at:\/\/did:plc:uzrrhkfyjrfdsynj2voztcf2\/app.bsky.feed.post\/3mxy4axkhc72d","response":"{\"uri\":\"at:\/\/did:plc:uzrrhkfyjrfdsynj2voztcf2\/app.bsky.feed.post\/3mxy4axkhc72d\",\"cid\":\"bafyreiejitrahgfk766x557wt352abcni4ccvxqpiwui3se6yh6pbskzde\",\"commit\":{\"cid\":\"bafyreibn24pcfuc6fjvqkiaxsruqjvbszgqrorgopcovhgojrtdtk6tady\",\"rev\":\"3mxy4axkp472d\"},\"validationStatus\":\"valid\"}"}],"autoblue_post_url":"","autoblue_publish_document":false,"footnotes":""},"categories":[10],"tags":[17],"class_list":["post-73871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews","tag-japan-related-news"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":8}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cygames\u2019s new brand CygamesEdge will focus on developing smaller, experimental games, but without stepping into \u201cindie\u201d territory. 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