"F**k?"
Miyano Mitei froze for a moment, staring at the text on the screen.
The gaming market boasts over 600 million users, with last year's total sales nearing 300 billion yuan, making it the second-largest gaming market globally, just behind the United States.
Sure, 76.04% of those sales come from mobile games, and console and PC users are more bark than bite, but with such a massive market, even the smaller segments dwarf the scale of Japanese game companies.
Add to that platforms like OTTO with global reach, and the cultural similarities between Japanese and civilizations, and it's no surprise that Japanese games have always prioritized users in their marketing. But it depends on the game type.
Titles tied to culture or high-quality blockbusters sell well there, but galgames? They're a total flop —so niche that many don't even have pirated versions available. That's why, when promoting I'm Surrounded by Beautiful Women, Mitei didn't focus much on the market, instead pouring efforts into Japan.
He wants to crack the market?
Mitei frowned at the thought, smoothing out her crumpled pencil skirt and half-sitting on the boss's desk, arms crossed. "The two budget approvals you requested from me—are they for breaking into promotional channels? Don't you know galgames have never been a hit there?"
"I know."
When it came to business, Mitei's tone sharpened, more commanding than usual. Fuyukawa Tetsu just shrugged, sipped his goji berry tea, and offered her a cigarette. "You're overthinking it. This game is definitely aimed at satisfying male users' emotions, but its audience is completely different from galgames. I've mentioned this to you before."
"I don't smoke. And your little project isn't enough to stress me out."
Pushing his hand away, Mitei shifted her hips, fully sitting on the desk now. Her black-stockinged legs dangled, her sharp high heels teasingly swaying in front of Tetsu. She grabbed his goji berry tea, took a sip, and said, "You did say this game's audience isn't the same as galgames, but user preferences differ between the two markets. In Japan, while your game might not have blockbuster potential, galgames at least have a solid core audience. I think you should focus on the domestic market first, stabilize it, and then—"
"No."
Tetsu cut her off, shaking his head. He stood and walked to the floor-to-ceiling window. "How long has it been since you did a large-scale market survey?"
"We did one mid-year."
"Mid-year… six months ago, huh?"
Tetsu shook his head, turning back with a smile. "A big survey every six months? That's the market department's pace from a decade ago. You're falling behind, you know."
"Just a stinky guy like you, acting like an expert? I was doing market research when you were still— Wait, what are you doing?! I'm not in the mood for your weird games right now!"
Her skills questioned, Mitei's sharp, glamorous eyes narrowed, ready to fire back. But then Tetsu stepped close.
Their eyes locked, less than half a meter apart. Her gaze wavered slightly, but Tetsu didn't make a move. He just flicked ash into the ashtray next to her stocking-clad, shapely thigh and grinned. "I'm not in the mood for that either. Besides, tonight I'll have a new maid in a short skirt to play with—I can take my time."
"You—!"
"Alright, alright, I'm not here to bicker." Tetsu plopped back into the boss's chair, chuckling. "You know about that short-video app , Tick Tock, right?"
"Obviously. How could I not?" Mitei rolled her stunning eyes.
Tetsu smiled and continued, "What's the basic logic behind Tick Tock's success?"
"Why don't you just say it? I'm the boss here!"
"Such a temper." Tetsu shook his head, laughing. "The core of Tick Tock's success is that modern life moves fast. Short, fast-paced, dopamine-packed videos that don't require brainpower perfectly fit people's need to unwind. It's a product tailored to the times, so it was bound to blow up."
"And? Everyone knows this."
Mitei, still perched on the desk, gave another dismissive eye-roll, arms crossed. But this time, Tetsu wasn't indulging her.
He stubbed out his cigarette, placed his hands on her plush thighs, and kneaded lightly. "Fragmented, fast-paced storytelling, packed with instant gratification, no brainpower needed—that's like mental opium for modern people. It's highly addictive, but Tick Tock has already cornered that market. That framework can't support narrative-driven games. But short-form dramas, evolved from those videos, are different."
"Short-form dramas?"
Finally hearing something new, Mitei's brows furrowed.
Tetsu nodded. "Short-form dramas are a recent trend —think TV shows with fast-paced stories, constant payoffs, and no need to overthink. Unlike short videos, they're less fragmented but have stronger narrative continuity. Fragmentation isn't the key to addiction; fast pacing, easy consumption, and instant gratification are. And short-form dramas, which trade fragmentation for story continuity, have hit a market size of 20 billion yuan—400 billion yen—in just six months! That's way bigger than the galgame market! That's what I'm targeting!"
At this, Tetsu squeezed her thigh with his right hand while tapping his laptop with his left, pulling up the game's interface. "This game is essentially a short-form drama disguised as a game! Compared to dramas, its light interactivity gives players a stronger sense of immersion than just watching. And there's one more critical point."
"What?" Mitei tilted her head, a bit dazed by his passionate spiel.
Tetsu pinched her cheek, turned to the window, and grinned. "You might not like hearing this, but men still earn more in this society. Yet, male users don't have the same spending drive as women for things like bags, clothes, shoes, jewelry, cosmetics, or even dining out. So, to drain men's wallets, corporations have turned their sights on women.
Whether it's Japan's 'three wallets' or 'first milk tea of the season' or 'must-buy Valentine's gifts for your girlfriend,' these trends aren't organic. They're not even driven by women—they're pushed by capital to guilt-trip men into spending on women.
But as the environment shifts, men are starting to focus more on their own experiences rather than on women. You've seen it in Japan and Korea already. When men prioritize their own satisfaction, the male economy rises. And the hallmark of the male economy is that things men are interested in sell better in this era!
The hottest short-form drama format, a game shell that appeals to male players, and the rising tide of the male economy!"
Tetsu turned to Mitei, whose eyes were starting to glaze over, and smiled. "Trust me, compared to Japan right now, this game's market in will be way bigger!"
"That… kinda makes sense."
Mitei's eyes flickered with a hint of admiration for Tetsu's confidence, but she still voiced her concern. "So, are you completely giving up on the domestic market?"
The moment the words left her mouth, she regretted it. It was an obvious answer.
Damn it! He pulled me into his pace!
A flash of embarrassment crossed her eyes.
Tetsu caught it and chuckled. "You already know the answer, don't you? This game is made by a Japanese studio, starring Japanese girls. If it blows up in , domestic players will get curious—it's national pride at work. And when that happens, we won't even need to lift a finger. The media will swarm like hyenas chasing traffic."
After his long-winded explanation, Mitei's eyes grew brighter. Tetsu took a sip of his goji berry tea and grinned. "Now you can go order that maid outfit. Make it a short skirt, preferably one size too small."
"…Go die! If this game flops, I'm stepping on your face!"