At DICE Summit Asia, Sony Japan Studio VP Yasuhide Kobayashi gave a speech about appealing to a global audience with games, which he identified as increasingly important as the Japanese market contracts. He mentioned The Last Guardian, which was given that particular title to appeal to Western markets.

As an example of Western-focused marketing that didn't work, Kobayashi presented the Japanese and North American boxes for ICO, the game that brought the Last Guardian developers to prominence. "If the packaging was designed differently, we think it would have sold more," he said. "In fact on the internet many people have said that the Japanese version was better." Because it is.

Kobayashi then finished by highlighting what he saw as a different perception of what makes a "new" game in the West and Japan. He said that a "new" game in the US or Europe could be "something similar to something that's come before, because they think it is easier for people to understand."

"But actually we don't like this - it's like you're simulating, following suit, combining two titles into one," he continued. "It seems the definition of a new title is different in the US and Europe to Japan. It means a new genre, that's what we call a new game."

Japan has just as many iterative sequels as anywhere else, but we guess they aren't considered as new?

http://www.joystiq.com/2009/09/17/sonys-kobayashi-better-ico-box-art-could-have-boosted-sales/

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WOW that box art is so horrible, I actually agree with him, looking at the box art would put me off the game & make it seem like some budget title to me!

On a BRIGHT NOTE.....they seem to be ADAMANT that The Last Guardian should be a WESTERN Sales Success!

It couldn't have been the advertising (or lack thereof) at all!

it looks stupid because the girl doesn't resemble Yorda at all

@xxain

WTH....you have gone SO crazy LOL!

@Montana

Yeah thats another reason

but doesn't that box art make you want to puke (maybe thats over-exaggerating)

I still think the Japanese (and European) boxart of Ico is one of the best boxarts ever. I haven't played the game yet though.

1500th post yay \o/

honestly i was turned off by the box art in the store when I didn't know anything about this game.

Team ICO PS3 Collection (with awesome boxart) confirmed!

...I wish.

I have to say, the left box art for ICO is the best box art I've ever seen. It's just beautiful to me.

I didn't have a single interest in Shadow of the Colossus. I had never heard of that game when it released, but the box art enticed me. A giant, fierce - looking colossus, and in front of it, a man/boy on his horse.

So yes, better box art could have made the game sell a couple of thousands.

I'm surprised they admit it. Rerelease it with the EU/JP cover plz.

Hopefully this means will get an awesome cover for the Last Guardian. Some cool concept art would be nice.

SCE's covers have improved markedly over the years. The only hold out is Syphon Filter, but that franchise kinda thrives on the 90s spy flick feel anyway. And that's probably why it sells like crap now, unlike in the 90s.

Konami needs to take note here. Give us Shinkawa art for all future MGSes. A close up on an old man's face isn't appealing to ANYBODY. Hell, even if we can't get traditional Shinkawa art, do something like the NA cover for MGS3.