IGNN–The Imaginary Game News Network

This sample advertisement from the Tokyo subway doesn't do justice to the delicious potential of this breakthrough confection.

MAKUHARI, JAPAN–The Tokyo Game Show was once the crown jewel of all game industry trade shows, and it gave Japanese gamers a yearly hands-on experience with many of the season’s upcoming games. Over the years, the show began to draw larger hordes of foreign media, many of them hoping for a chance to speak directly with the vaunted Japanese development community’s superstars, and with global coverage came global acclaim. Fast forward to 2009 (the present) and a world drowning in gaming exhibitions, some exclusive to industry players, such as E3 and the ever-expanding schedule of GDC events being transported to every corner of the world, to big public shows in Germany and the pox-ridden PAX recently concluded in Seattle. In such a world, in which every month of the year has some major venue for showcasing video games and making announcements, how can the granddaddy of big game shows make a splash?

Kaz Hirai’s dramatic keynote address, described here at The Imaginary Game News Network in graphic and horrifying detail, which is now being called by many “The Makuhari Massacre” was our first clue that the TGS organizers weren’t ready to rest on their laurels. On the show floor itself, where fortunate members of the media who survived Hirai’s speech limped between booths filled with game demo stations and smiling, prepubescent Japanese game-demonstrating female models, one could see examples of upcoming titles to be sure–Joy Ride for Xbox 360, a new Professor Layton for DS, Metal Gear Solid Peace Walker for PSP and a bunch of crap we’ve all heard about over the last few months and years.

But what set this TGS apart from all previous Tokyo Game Shows (and dare we say, raised it above every other show that preceded it) was the presence of FREE bubblegum. Indeed, the samples of a new Japanese brand, Blow Me Yum-Yums Bubblegum Sticky, were to be found everywhere, from giant grab bins of the stuff situated at every entrance to BMYYBS models in super short crotch skirts offering colorfully wrapped gum packages throughout the hall to, predictably, used sticky samples glommed onto every imaginable surface, including game controllers, doorknobs and toilet seats. Inconvenient you might think, but Blow Me Yum-Yums Bubblegum Sticky turns out to be such an incredibly delicious product (and so easy to blow bubbles with) that we found ourselves welcoming the abundance, and since the flavor lasts for such a long time, even used and abandoned wads of gum proved to be both tasty and pliant enough for blowing bubbles the size of our heads. We were particularly fond of the Apple Mustard flavor, but other TGS attendee favorites included Fish Eye Pie, Seaweed Munchy, Beancurd and Cherry Pop Explosion!

We were fortunate enough to meet with the president of Yobromi Enterprises, Tatsuki Miyamuzo to chew some gum and talk about how Blow Me Yum-Yums Bubblegum Sticky relates to gaming, TGS and global expansion. Mr. Miyamuzo described the company’s inspiration as Bazooka Joe, “But tasty for Japanese people who don’t like so much sweet things.” He went on to describe partnerships with game companies, toy manufacturers, clothing retailers and Pachinko parlors, all of which are promoting BMYYBS with free giveaways.

“It is because our tasty gum lasts virtually for infinity that we can do this,” said Miyamuzo. “It never goes bad. People playing games find it helps concentration and victory.”

Clearly Yobromi has generated a marketing juggernaut in Japan, but Mr. Miyamuzo has even bigger ambitions. “Our manufacturing process is so that we can make flat sticks of Blow Me gum, so anything printed can be delivery of tasty goodness.” Translated into product terms, that means Yobromi plans to include free samples within a wide range of printed materials, most notably manga books and animé DVDs sold in the West.

When we asked Miyamuzo-san about the obvious promotional possibilities with Nintendo’s Kirby character, the normally jovial chief executive seemed confused: “We had discussions with Nintendo about just this potential, but after first expressing much interest, they suddenly dismissed talks when we shared with them our marketing slogan–Eat me with pleasure!–which has tested very high all over Japan. We were greatly disappointed.”

In our view, TGS has turned the corner from gaming exhibition to a forge of cultural innovation that encompasses passion and aspirations far beyond the digital realm. We are renewed in our faith that this great institution will thrive, and we look forward to returning next year. –Hoshi Sosumi

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