Back before Splatoon launched, it wasn't commonly thought it would do well in Japan. Among the reasons why included the fact that it's a new IP, it's a shooter and it's a console game. Yet, here we are nearly 2 months later and the game has sold over 430,000 copies in Japan according to Media Create, as well as shifting a notable amount of Wii U consoles.

But, how exactly did this happen? How were the stars aligned for this game, compared to other games that have flopped in comparison? Well, I'm here to list several reasons as for why this is.

#1 - Advertising and marketing galore!

Recently, advertising has not been Nintendo's strong suit. Aside from the usual big releases such as Mario Kart or Pokemon, many games get shoved aside, relying only on brand power and word of mouth to sell themselves. However, it seems as though Nintendo took the initiative with Splatoon, especially in Japan. Releasing four commercials at launch, a manga, cross-promotion with other franchises such as Style Savvy, plush toys, billboards plastered all over the nation and multiple features in popular magazines such as Famitsu, Splatoon was not short on awareness. Hell, just yesterday they released a fifth commercial showing off the upcoming update for the game, which has already racked up a good amount of views in itself.

#2 - Squids. And girls.

It's no secret that squids are a popular subject in Japanese culture. Mix that with young girls, especially those in school uniforms, and you have characters that were practically built for a Japanese audience. It also helps in this situation that the provocation lies in the player's mind, and isn't outright displayed. It's a common stereotype that games with extreme sexuality sell immensely in Japan, but in fact many games such as these flop hard, either due to poor quality or a lack of audience. The fact that Splatoon incorporates these elements in a more subtle and innocent manner, and that it is a good game on top of that, allows for people that aren't into these factors to still enjoy the game, and those that do can as well.

#3 - Fast and nonintrusive sessions.

A big part of the reason why handheld and mobile gaming is so much more popular in Japan than console gaming is that their culture is built around constantly moving. Games that require you to remain in one place for a prolonged period of time typically don't perform well in Japan. Splatoon's matches, on the other hand, are very short. You can boot up your console, play a couple 3-minute matches, enjoy yourself, and simply be done afterwards. This is very appealing to the Japanese audience, and allows for the game to remain a fun distraction without interfering in their day-to-day lives.

#4 - Reduced price point.

Splatoon, like many Wii U games in Japan, has a lower price point. On Amazon Japan, it costs 5,254 yen, which equates to approximately $42. This makes it a much more attractive purchase in the eyes of consumers, especially for parents who buy games for their children. And since Splatoon is such a family-friendly game, that makes the price that much more effective. 

#5 - Colors and uniqueness.

The shooter genre is certainly not the most sought after in Japan. With the highest-selling dedicated shooter being Call of Duty: Black Ops 2 at 610k, it's clearly not as popular in Japan as it is in the west. However, Splatoon is a bit different than the games that came before it. For one, it is a game that focuses much more on painting your terrain than killing your enemies, which in a sense makes it even more accessible as anyone, regardless of skill, can pick up and play and actually make a difference quite easily. Furthermore, it is a very colorful game. Like I stated earlier, it is definitely a game that appeals to younger gamers (in addition to the older following) and the poppy visuals and bright tone exemplify this.

So yeah, here are my five main reasons as to why Splatoon has become a surprise phenomenon in Japan. Surely there are more, but I feel that these stand out the most to me. Nintendo seemingly concocted a recipe for success with this game, and it'll be interesting to see how they move forward with the franchise from here.

Yeah, everything about this game felt fresh.

All the colors are cool, and I love the designs of Inklings look cool.

And as much I found Squid Kid ridiculous and silly, the fact that it's pretty much a meme shows how effective their advertising was.

Two words: Squid Sisters.

Stay Fresh!! 

great thread. Totally agree and Splatoon legs in Japan is real. 

Imo it's more down to the execution of the concept, shooters that are competitive generally are about racking up kill as a core component regardless of mode, Splatoon however turns this on its head, anyone can fire a weapon in a shooter but not everyone can do it well enough to be good.

Splatoon's competitiveness doesn't require a player to be some Counter Strike level head shot specialists or to get kills to have an influence on a match which is why it appeals to people who don't normally like shooters.

Makes a lot of sense why it's doing well.

It sounds simple but the best way to appeal to a new audience is to not intimidate them. This is why the Wii performed so well. You keep down information overload, you make the objectives easy to process, and you keep new users from being frustrated and feeling like fools.

When the message is, "go out and spray paint everywhere," you've basically accomplished all of that. A deeper understanding of tactics can then come naturally as the person plays the game.

I think that's Splatoon's primary key to success, especially in a market where a lot of your fanbase doesn't really know the shooter genre all that well. It's really a very clever way to attract players who might be scared off by an IP that appears to be more complex. It's really all about presentation. Even the lack of voice chat is going to keep people from feeling intimated and embarrassed by players who are more skilled.

Nice analysis

I fail to see that sexuality that everyone sees on this game to be honest, they are cool teenagers that spread fluids, I can understand that the idea sounds sexual but the actual game is as innocent as a morning cartoon, just a bit more shameless.

I think the main reason of the popularity of Splatoon is that Japanese loves addictive games and Splatoon is among the most addictive games ever of the decade with also an extremely catchy artstyle and music, so they love it. 

I would make some joke about girls and squids but I won't, I'm glad to see Splatoon being so succesful and I think most of you have explained very well why is so appealing.

With that said

:)

OP, you have a great analysis, but pokopoko takes the cake.