For those that follow the weekly Media Create charts out of Japan, one thing is known to be certain - when a new Yo-kai Watch game comes out it goes to number one. That said, however, even the latest 'main' entries in the series have been tracking below the sales of their predecessors. The numbers are still impressive, but the frenzy isn't quite as intense as it was in the past. In the West there appears to have been some positive momentum, but in general Level-5 and Nintendo have been relatively quiet about sales in North America and Europe.
Another indication that the Yo-kai Watch craze may be fading comes from Bandai Namco's financial results for the first half of the year, published today. Bandai Namco Holdings is behind quite a lot of significant Yo-kai Watch merchandise, and benefitted significantly in the early boom years of the series with sales of the replica watch toys, in particular.
Bandai's market for Yo-kai Watch toys is declining, however. Back in the 2015 financial year net group sales for Yo-kai Watch (again, toys and merchandise, not the games) was 55.2 billion yen; in 2016 the number dropped to 32.9 billion yen. In the first half of this financial year the sector accounts for just 6 billion yen, with a full year projection of 12 billion yen. Bandai's revenues from its extensive range of toys for the series in this financial year will likely be less than a quarter what they were two years ago, in summary.
Level-5, and partners such as Bandai, went big with the IP when it exploded in Japan, and reaped significant benefits. Perhaps over-saturation has become an issue, on top of struggles to recreate the same level of success in Western markets. It'll be interesting to see what Level-5 does, in particular, to freshen up the series.
None of this is to say that Yo-kai Watch is in trouble. The games still sell well and it remains good business - the question is whether it'll return to the giddy heights of its first 12-18 months.
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[source bandainamco.co.jp]
Comments 31
Wonder if the recent rise in popularity of Pokemon has anything to do with this.
Cue the "Pokemon is king quotes."
Even the author has some degree of fairness.
I'd say it's time for a Switch...
I love Yokai Watch. The Toya in the west are actually very nifty, and satisfies the collectors itch! They also cross into the game and anime more than you'd think.
yokai watch>pokemon
Yo-Kai Watch toys aren't selling as well? Yo-Kai is why!
I think the chief problem is some over-saturation in the Japanese market and a lack of understanding in markets outside of Japan. While the series seems to be doing well in the West (though I'd like to see numbers for YW2), I don't ever expect it to reach Pokemon levels of popularity and hype.
Still, YW is a fun franchise with some unique ideas of its own.
Pokemon is the king, long live the king. Long live the king!
Good! All these gimmicks need to die, including SCamiibo. This is the "video game" industry, not the toy industry.
Isn't that the franchise that everyone was talking about? Well sir, colour me surprised and send me to Alaska!
Was bound to happen at some point. It was only really a matter of "when".
@SLIGEACH_EIRE
Hey, I still need some certain Amiibo or Amiibo cards for Animal Crossing New Leaf Welcome Amiibo. They are really helpful for me. Don't say amiibos are useless.
@Knuckles That, plus them bleeding the brand dry. The Japanese market is saturated- if they're smart, they'll wait a couple years before doing anything else with the series.
Tried to like Yo Kai Watch, but it's definitely not for me. The cartoon is stupid and pointless, and I don't like the battle system in the games, or care for the story.
Pokemon is definitely waaaay better than Yo Kai Watch.
It's simple, my brother loves the Yokai watch I bought for myself... but ended up giving to him. He also loves all the medals I started to collect but ended up giving to him because he adores them. The problem is the same problem Nintendo always has:
1)Bad/invisible launch.
2)No work on brand recognision.
3)No advertising outside of a cartoon which seems aimed at the wrong age group (most of the show's references seem aimed at me... I'm THIRTY FIVE!!).
4)Everyone has got medal set one already, release the second/third set or else your sales WILL FLIPPIN' DECLINE!!
Seriously, this reminds me of a toy store that started running Pokémon TCG tournaments where you'd get a gym badge. The first month you got the rainbow badge & loads of people showed up. Second month you got the rainbow badge & loads of people showed up, third & fourth months you got the rainbow badge & less people showed up... a year later & nobody came. Why didn't he change badges? He didn't want to invest in new badges when turnout was declining. facepalm
I've bought some of the Yokai Watch merchandise and it's all been quality. The new trading card game is great. The cartoon is awesome. Loving the second game.
Hopefully the series can continue to thrive in a Pokemon world.
They milked to hard.
Oop. Uh oh Nintendo. Don't jump on the bandwagon too soon...
@Anti-Matter You don't "need" them though. They are an artificial key or roadblock placed in the way. All these games can function perfectly fine without SCamiibo if they so choose but they want your money for these toys. They add nothing to games.
@SLIGEACH_EIRE , I can agree games can function without using toy keys for unlocks I would also say I like how Nintendo have used their amiibo in games up to this point I really like how they function across multiple titles and I don't feel like Nintendo makes buying and owning them a necessity simply something a little extra for the fans I for one hope Nintendo continues their amiibo line .
expected. No level-5 franchise had longevity.
@SLIGEACH_EIRE I actually want Nintendo to release MORE Amiibos! so I can grow my Amiibo Army . . .I don't feel they are a scam at all.
@SLIGEACH_EIRE
Well, at least the amiibos can be a collection things after being used. I can use it again whenever I want. There are some people like to collect toys. Just let them spend their money for that things.
@Anti-Matter I've no problem with Nintendo making toys or merchandise. Some of it is quite good. My problem is when it encroaches on gaming. And some of the games have had content locked behind amiibo on day 1 which is just wrong.
I think the problem partly lies with them comparing themselves with Pokémon early on. Between playing demos and watching some of the show... well, had they not made that comparison I'd not have necessarily made that, but now that it's planted in my head it doesn't seem to compete. There was room in the market for them, they just came in from the wrong angle.
As if there were any freshness to begin with! Oh yeah, toilet humor. If there's mons, it'll sell. You stay classy, Japan.
@SLIGEACH_EIRE
Amiibo Festival was the Wrong idea for that. Nintendo should never force us to use amiibo just for starting or continue the game.
Yo-Kai Watch does appear to be better than Pokemon as a game, both of my sons think so, and one of them is a pretty big Pokemon fan. Of course this could all change when Sun/Moon comes out.
The Yo-Kai Watch watch toy and the discs are pretty bad toy, imho, and I really have to put my foot down buying them more of these little discs than we already have. And now, there is a new watch toy, Yo-Kai Watch Model Zero and the new discs don't work on the first watch.
It could be that Yokai Watch is just awful
@SLIGEACH_EIRE I'm not sure how any of this applies to Yokai Watch anyway, the game is based on the toys & not the other way around. A lot of Japanese toys include a QR code & never use them.
They're going toe to toe with Pokémon! What do you expect!?
I do realize the games are almost vastly different but...
I want Yo-Kai to do well!
First of all they milked too much with all the games and version and crap second Pokemon Go became really popular so obviously that rekted Crappy Kai Watch
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