Codemasters Planning Japanese Localization Push

Officials from UK publisher and developer Codemasters have announced plans to launch recently released driving simulator GRID in Japan, with a fully localized version for the Xbox 360 and PlayStation 3. The game will be launched later this year and already features Japanese specific content, including Drift and Touge race events and locations including Tokyo Shibuya, Yokohama and Haruna. While many Western games in Japan do not undergo full localization, the Japanese version of GRID will feature Japanese speech and text throughout. The game will also come bundled with the full version of rally game DiRT, with Codemasters looking to build on the success of earlier Race Driver and Colin McRae titles, which were released in Japan by local publishers such as Spike and Interchannel. The move into Japan follows earlier attempts to establish the company’s brand in North America, with a marketing and distribution agreement with Warner Bros. Home Entertainment Group and the appointment of a new management team in Los Angeles. "As Codemasters continues to gain significant ground in the global video game business, the release of Race Driver: GRID in Japan will also see the arrival of the Codemasters brand as a publishing label in the market," said Rod Cousens, CEO of Codemasters. "We have pursued options in the market for some time and this announcement is but a first indication of our ambitions in that market." "The recent success of key Western titles in Japan is indicative of the current trend where Japanese gamers are not only more aware of popular Western gaming brands but actively seeking them out," continued Cousens. "With Race Driver: GRID set to be fully localised and arrive bundled with Colin McRae: DIRT, it is an opportune time for Codemasters to enjoy brand success in Japan."