As globalization extends its reach like an invasive cancer, Sony’s emphasis on Western markets and censorship of Japanese products serves as a notable example, now, Nintendo appears to be treading a similar path, as indicated by a recent job opening at Nintendo of America.
The position, which seeks a Japanese “localization production specialist,” requires applicants to possess an awareness and comprehension of cultural adaptation and DEI (Diversity, Equity, and Inclusion).
On the Nintendo of America career page, a job listing for a Localization Production Specialist (Japanese) based in Redmond, Washington highlights the requirement of having awareness of culturalization and DEI related topics as one of the duties of the position.
This responsibility is listed as the ninth out of 18 bullet points under the localization duties of the role.
While most of the other bullet points seem standard and relevant to the position, such as text translation, graphic assets, voice scripts, marketing materials, and supplementary development and testing-related documents and materials as required to support products and services through launch and beyond.
Another point emphasizes the importance of playing pre-production software in Japanese and effectively communicating developer intent through text translation and collaboration with other team members.
This job listing encompasses not only localization responsibilities but also includes a marketing component. Under the marketing duties, the employee is expected to utilize their “understanding of game content and target market trends and culture” to provide recommendations and proposals related to “market strategy and tactics.”
Additionally, the listing specifies that the employee will serve as a representative for Nintendo, showcasing games to the media, participating in interviews, presenting on live streams, and supporting other promotional endeavors.
The requirement for employees to possess “awareness of culturalization- and DEI related topics” is not uncommon. Nintendo of America has regularly demonstrated their commitment to diversity, equity, and inclusion through a dedicated page on their website.
https://careers.nintendo.com/diversity-equity-and-inclusion
On this page, Nintendo emphasizes the importance of having diverse teams that reflect upon potential consumers and fans. They strive to foster a culture where employees feel empowered to contribute their knowledge, ideas, and perspectives, thereby nurturing “innovation and creativity” except for the matter being if a product aims to cater to everybody, it evidently becomes a product for nobody.
If every single person that walks the earth is “special” then that also means that nobody is special.
Nintendo of America prides itself on fostering a welcoming, approachable, and respectful environment, guided by the motto “All characters welcome.” However, in recent discourse, journalists have criticized the notion that games should cater “to everybody” except those that don’t want watered down narrative designs that are forcefully catering to marginalized audiences that come off as being half-arsed and shallow in terms of true representation.
Meanwhile, global figures like Larry Fink, CEO of BlackRock, have emphasized the importance of Environmental, Social, and Governance (ESG) factors in investment strategies.
Fink contends that companies effectively managing ESG risks are more likely to deliver sustained value to shareholders. He has urged companies to prioritize sustainability and social responsibility, albeit with a degree of coercion.
Under the guise of diversity, inclusion, and social governance, Fink’s approach involves incentivizing commercial entities to adopt ESG principles in exchange for financial investment.
While Fink’s ESG hedge funds are going under left and right, a rebranding to “BRIDGE” seems imminent, game corporations, including prominent Japanese ones like Bandai Namco, Konami, SEGA, and Square Enix, have increasingly integrated ESG values into their game production process.
Nintendo is among the companies embracing Environmental, Social, and Governance (ESG) principles, driven by the pressure of forced compliance. Failure to align with Larry Fink’s vision may result in repercussions from potential investors and stakeholders.
Japanese game developers are adopting strategies like removing femininity and attractive female character designs, and incorporating “racial awareness” and “representative” elements to avoid being perceived as insensitive.
Additionally, self-censorship is prevalent, with Western localization often utilized to address sensitive topics and in-game dialogue. Some companies, like SEGA and Atlus, have even altered content across all regions, such as the removal of an alleged “transphobic” scene from Persona 3 Reload, where the character was depicted differently as a means of selling special sunscreen.
Nintendo holds a complex position as one of the most revered yet controversial console manufacturers worldwide. While they are lauded for their relatively lenient censorship policies regarding Japanese games compared to competitors like Sony and Microsoft, their approach has garnered favor from many Japanese game developers, propelling the Nintendo Switch towards becoming one of the most popular game consoles ever made.
However, criticisms arise from their handling of their extensive library of legacy games and properties. Nintendo has faced scrutiny for repackaging and reselling old games, as well as emulating them on the Nintendo Switch. Despite this, there is no straightforward method for purchasing first-party Nintendo games originally released for systems like the Gameboy, Wii, and DS on their modern platform.
Furthermore, Nintendo has been known to shut down fan games and emulation projects like the Yuzu emulator, presumably to protect their intellectual property and maintain control over their profits, as the Yuzu emulator was merely profiteering from Nintendo’s IP through platforms such as Patreon.
The Nintendo Switch stands out as the sole “modern” console worth considering outside of owning a personal computer. However, some may prefer to opt for a portable Steam Deck and emulate Nintendo’s vast library as a defiant gesture against what they perceive as the progressive policies of Nintendo.
Nintendo of America appears to be expanding its influence rapidly. The company has a long-standing history of enforcing strict policy guidelines against offensive and controversial content in games. This often results in changes being required for games ported from other platforms or localized from Japan.
Particularly sensitive subjects such as sex, violence, and drugs frequently lead to censorship by Nintendo of America in localized Western releases. This censorship may involve toning down gruesome depictions of violence, covering up scantily dressed characters, removing sexual innuendos from dialogue, or replacing alcoholic references with innocuous alternatives like “soda.”
Moreover, it’s essential to highlight the recent Super Mario Bros. movie, which saw alterations to the design of the iconic Princess Peach. This adjustment seems to be impacting future depictions of the character in game installments, reinforcing the notion that Western influence and popularity can alter a product at its core.
Furthermore, the movie itself emasculates the portrayal of Mario, starkly contrasting with the flawless and unbeatable depiction of Princess Peach. This aligns with the ideals pursued by ESG initiatives.
If Nintendo aims to maintain dominance in the console market, it must safeguard its brand and rein in the authority of Nintendo of America. The fact that they’re seeking a localization specialist who is culturally aware and understands the significant impact of DEI on the development process basically confirms that Nintendo is too far gone to be salvaged.
