On March 10 of this year, Cygames, a company that plans, develops, and operates mobile games such as Granblue Fantasy and KNIGHTSOFGLORY, announced the establishment of the Animation Division. This department is a specialized department engaged in animation production and commercial development with the aim of strengthening the animation business.

Speaking of Cygames, we have to talk about the anime "Wrath of Bahamut". This anime is a special case in the industry that is only funded by Cygames. And now Cygames, as a game company, is going to set up an animation division, which is another unprecedented attempt.

In view of this, some Japanese media interviewed Mr. Takenaka, the head of the animation division of Cygames, and asked a series of detailed questions about the animation division, starting with the establishment of the department. This includes the status of production, commercialization planning, and future development. Let's find out now.

■Rethinking the Animation Commercialization Business (Monetize)

Cygames Animation Division, Inc

The head of the business department is Takenaka

――Thank you for your kind attention today. The media has reported on the establishment of your company's animation division, and has received an unexpected response. The establishment of the animation division of a game company really surprised many people. We would like to ask you about the ins and outs of the establishment of the department right away, but let's do so in order, so please tell us about your own experience.

Takenaka: I used to be in charge of the animation process management at an animation company. Later, Watanabe (Koichi Watanabe, CEO of Cygames) transferred to a game development company where I was working at the time, and was engaged in 3DCG video production. After that, I changed companies a few more times, but I've been in contact with Watanabe for seven or eight years.

――How did you get to Cygames?

Takenaka: I always wanted to make my own video when I could, but the company I worked for at the time was mainly engaged in business. At that time, I told Watanabe about my thoughts, and Watanabe said, "Do you want to come to Cygames to participate in the animation production of Wrath of Bahamut", and that's how I came to Cygames. Although I was very confident in making zuò animation, to be honest, I didn't have any experience making zuò from scratch at that time, so I was worried at first. But Watanabe said, "There are really few opportunities like this, are you willing to miss it", so I made up my mind to join Cygames.

―― You've been involved in the animation of Wrath of Bahamut since you joined the company. I guess I worked with Mr. Kimura (Yuito Kimura, the managing director of Cygames).

Takenaka: That's right. However, while I was involved in the animation production of zuò, I also took into account the PR publicity in the early stage and the TV CM production of zuò.

――So, now I'm going to ask about the Animation Division. First of all, please tell us about the establishment of the department.

Takenaka: To be honest, I was against the creation of an animation division.

Because I think it's hard to make the anime I want to make if I take care of the sales of the anime and be responsible for the sales of the anime. I don't think evaluating an anime work can be judged by whether it can sell well. In addition, even if they do not meet sales expectations, some works have their own significance.

Theoretically, if you follow the step-by-step process, you may be able to make a best-selling work by accident, but it is really difficult to produce a good work that can retain the memory of the people and the times. I've always been aiming for the latter, and I've always wanted to produce best-selling works that collide with the audience's values.

To do this, I sought an environment where I could try things in a challenging way. However, if you set up an animation production division, you will have to take responsibility for sales, and I think it will hinder your freedom of creation.

- I see. Of course, the establishment of a business unit will lead to economic constraints. Eventually, however, the Animation Division was established. What changes have occurred in your state of mind?

Takenaka: It's a cliché, but it's actually "the reform of the animation industry itself." By chance, I realized that it was possible to do this, and I got to know myself again. In the absence of funds, it takes a lot of time to make a big change, and it is difficult to make a big change.

The opportunity to receive "capital that can make a big difference" was the main reason for the decision to establish the Animation Division. That's why I decided to reform and take on the challenge of monetizing the animation industry.

――I think the specific work content is something related to animation.

Takenaka: Yes. I think it's time to keep trying to do something interesting and build up.

It is very difficult to carry out commercial activities with only one work. The so-called accumulation of works is, in a sense, to establish a platform to prepare for future development. Therefore, you can't compromise from the beginning, and you must stick to making works that you find interesting.

――By the way, how is the current production of zuò?

Takenaka: I'm currently working on several animation projects. Depending on the content of each project, it has not yet been decided whether it will be broadcast on TV or online. However, the Animation Division did not have a clear mission to "produce a few films in one year", so at the planning stage, we would not have been reluctant to move forward without the confidence that it would definitely be an interesting work. Because we don't want to make something flawed.

That being said, we are already in the process of negotiating with an animation company. Although it is not clearly defined, the plan is that it should be possible to do so at a rate of two per year.

――How many people are there in the department now? In addition, what is the system in which the department drives business development?

Takenaka: There are 7 employees including me. Within the year, I would like to expand it to a department with 10 employees.

Of course, the project will start from scratch, and we will work closely with the animation production company and actively participate in the production of the company. We started with the idea that we wanted to make zuò anime, so we didn't plan to participate in the production of zuò as a mere sponsor. Our company would like to cooperate with a manufacturing company that is dedicated to the pursuit of manufacturing quality.

――When the department was first established, did the "Animation Division of Game Companies" have any unique advantages of game companies?

Takenaka: Of course, first of all, it has a great advantage in terms of capital, and in addition, the company's existing popular works are also important assets. Having said that, if you simply animate the game, you may create a work that only game fans will like, so it is necessary to make some changes to the original work. So that whether you are a fan of the game or someone who is in contact with this work for the first time, you can enjoy it.

In addition, we have a social networking platform that can be spread from within Japan to the world. In this respect, we have made 120,000 points of full preparation in the production environment, and we are confident that we will make new works.

――Do you regularly carry out quality control?

Takenaka: If we were to achieve the quality that our company was really satisfied with, it would be difficult to broadcast it on the current TV channel. Once the animation has decided on the broadcast schedule, it cannot be extended without authorization. The manufacturing companies that work together must also have a considerable amount of understanding and communication from the planning stage to the quality control stage.

Because of this, before we actually start making zuò, we have a clear agreement with the company on the visual impression, the theme, and the schedule for the initial substrate. If the initial work is not done solidly, it will be difficult to make something that can achieve the original intention in the later stage. In fact, in the very early stages of making Zuò The Wrath of Bahamut, we had quite a long discussion with the company.

- What is the process of making "Wrath of Bahamut"?

Takenaka: I started by looking for a manufacturing company. Clearly communicate the request to the business partner that they want to make such a work, and if they do not understand it, they give up and look for another company. We are an emerging social gaming company, so we conduct our business with sincerity.

――Is your company off to a good start with MAPPA, who is the producer of "Wrath of Bahamut"?

Takenaka: Yes. I think it's a miracle to be able to meet MAPPA's Otsuka. It is because of MAPPA's enthusiasm that "Wrath of Bahamut" was born. From the consultation to the email communication to the interview, I feel deeply honored.

■"Anger is the driving force behind the production of zuò" Animation Division is actively expanding

――The most interesting thing is the commercialization plan of the Animation Division. However, I don't think we have a detailed system yet, so what are we considering at the moment?

Takenaka: Not only us, but also any company is considering that it is important to establish a business model that is not bound by the inherent form. In fact, there are not too many best-selling works on discs (physical discs) alone. To be honest, many fans buy discs just for tickets to the event. There must be fewer fans who buy discs purely to watch anime.

Therefore, I believe that it is necessary to establish a business model that can predict profitability without considering the physical sales business. Bundling animation and social games may be the real strength of our company. Although it is not possible to develop it smoothly at the moment, I think that with the increase in the number of zuò animations in the future, we should be able to form a business model that can meet the expected profits.

- I see. Because of this, the most important thing is the "continue to make interesting animations" that I just mentioned.

Takenaka: Yes. I still want to make a work that will satisfy the audience. But how to say it......

For example, if you include an event ticket on a physical disc, will the person who buys it be happy, or will it leave a negative impression...... That's what I don't understand. I think there should be other ways to make fans more receptive. Of course, finding this method is also the task of Cygames' animation division.

――What was the audience's reaction to the announcement of the establishment of the Animation Division?

Takenaka: To my surprise, I was shocked by the response from everyone. I don't think there's a better way to reflect the impact of a company in the industry, and I'm grateful that most of the people have a good idea of it. Therefore, I will repay everyone's expectations with my own practical actions. And I think it's a great opportunity to show yourself as well.

――In addition, in terms of audience opinions, along with the announcement of the establishment of the department, the audience also had a lot of feedback on the animation of "Blue Fantasy".

Takenaka: That's right. We wanted to respond to the expectations of the audience as much as possible, but because it was our own company's bestseller, it was a bit difficult to operate. But if it's really animated, we will definitely try our best to deliver an answer sheet that can meet the expectations of fans, so please be patient~

――Pulling back a little bit, what are some of the animation works that have been interesting and impressive to you over the past few years?

Takenaka: Recently, I found the recent work "Ping Pong" (animation production zuò: Ryunoko Studio) very interesting. Needless to say, the quality of the work is also a work that clearly conveys the intention of the makers. I don't know much about the revenue, but I think it's a work that will be replayed many times in 10 years. In this sense, we also want to create works that will have an impact on the audience or be remembered by future generations.

――The Animation Division is currently recruiting animation producers. So what kind of talent do you want?

Takenaka: I want to recruit people who know exactly what they want to do. Don't worry about what you can do outside of the "Cygames Animation Division", to be honest, it's a very open environment that welcomes all kinds of free ideas.

In addition, whether it is a game or an animation, it is best to have experience in the production of works. If there are people in the group who can make up for the shortcomings of me and the company, I will welcome them even more. Also, I hope that people with angry hearts will come to our department (laughs).

-- Indignant ...... Anger?

Takenaka: Yes. Recently, I've been thinking that the driving force behind making zuò things should be the influence of negative emotions such as "anger". There are various reasons for this negative feeling to arise for the animation industry, the environment in which you live, or who you want to show it to. Of course, it does not mean always harboring negative feelings, but using negative feelings as spiritual food to spur oneself forward. We can provide an environment in which these people can think positively and make the most of their abilities.

"Cygames just pays someone else to make something they like." Some people have such a misunderstanding about us. However, we are closely involved in the works invested by the company, and we participate in the production with the consciousness that the head can be broken and the blood can be shed. We warmly welcome people who want to make their own interesting works and realize their dreams to join our team.

In addition, we are also starting to recruit marketers. The sales staff is mainly responsible for the production of videos related to the anime, while the person in charge of publicity is mainly responsible for advertising, interviews, and the management and operation of the anime website and Twitter. Both of these jobs are very meaningful careers to promote good works to the world, so if you are interested, please apply as soon as possible.

――At the end of the interview, could you tell us about your vision for the future?

Takenaka: I won't say too much, but I hope that the existence of our division will be an opportunity for the reform of the animation industry. Collaboration with us not only fosters high-quality works, but also creates a healthy environment where you can create freely. If we can maintain this mechanism, we will be able to gather the best talents in the animation industry, and we will raise the level of the industry as a whole.

Like our company, other game companies may also expand their business into the animation industry in the future, and the number of game animations is expected to increase, so this format will not end in a short-term bubble. As game companies continue to build relationships within the animation industry, we want to work with a variety of companies for the long term.

The company's work style is not "just pay someone else to make zuò animation". Our goal is to build a platform that can be disseminated to the world, centered on the Animation Division. We aim to be a pillar of the industry that everyone will want to work with.

――Thank you very much for today.