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Aalto University’s Professor Arto Lindblom, together with Professors Miikka J. Lehtonen and Gene Thompson from Rikkyo University in Japan, has co-authored a new international teaching case on the Finnish mobile game company Metacore. Published by Ivey Publishing, the case is now available to leading universities and business schools worldwide.

The case, titled Metacore: Culturalizing a Mobile Game for the Japanese Market, challenges students to consider how Metacore could accelerate the success of its hit game Merge Mansion in Japan, known to be one of the most demanding gaming markets in the world. Since its release in 2020, Merge Mansion has been downloaded over 60 million times globally, but capturing Japanese players’ interest has proven to be a challenging task.

The case focuses on Shuhei Watanabe, Metacore’s Product Marketing Manager for Japan, who is responsible for driving the game’s growth in the market. Students are placed in Watanabe’s position to consider what options he has for boosting the enthusiasm around Merge Mansion in Japan and what factors he needs to weigh when making decisions. 

‘Japanese gamers are very strategic and advanced, with incredibly high expectations. At the same time, they can be skeptical of foreign games,’ says Watanabe. ‘But once they connect emotionally with a game, their loyalty can last far longer than in other markets.’

Deep cultural insight and meticulous localization needed

Professor Lindblom emphasizes that the case illustrates how success in Japan requires deep cultural insight and meticulous localization: ‘Localization does not simply mean translating a game into another language; it encompasses the broader localization of the entire gaming experience. At its fullest, this includes adapting the entire narrative to align with the local market and cultural context. Earning the trust of Japanese players demands patience, expertise, and a genuine long-term commitment.’

The teaching case reveals how even the smallest details can shape success in Japan. Watanabe says that enthusiasm and trust among local players are built by paying close attention to all details and carefully handling everything from the very beginning—from storyline to design elements and promotional activities. Equally important is the ability to create an emotional connection with Japanese players and convey a deep understanding of their culture. ‘It’s all about high-context communication. Conversations with Japanese are often nuanced and complex—you really need to read between the lines,’ says Watanabe.

Watanabe, who joined Metacore in 2023 after more than a decade at Google Japan, brings both professional expertise and a personal connection to Finland. ‘I first worked in Helsinki as a Google expat nine years ago, where I met Arto. That experience sparked my interest in Finland. Years later, Metacore wanted to expand more strongly into Japan – and that’s how I found my current role.’

The case is for use in branding, marketing, and international business courses

Lindblom explains that the case was developed by integrating insights from interviews, background materials provided by Metacore, and comprehensive statistical data from the gaming industry. The case is designed for use in branding, marketing, and international business courses at both undergraduate and graduate levels. 

‘Writing the teaching case was a truly enjoyable experience, and it was fantastic that Shuhei agreed to take on the role of the case’s protagonist. The fact that the case is written from Shuhei’s perspective makes it especially engaging,’ Lindblom says. ‘We hope that our case will enhance students’ ability to navigate the international business environment and equip them with new ideas for tackling increasingly complex questions related to marketing localization and the interpretation of cultural meanings. These are challenges that Finnish game companies, as well as many other domestic firms, face when expanding onto global markets.’

The released teaching case is based on the authors’ previous collaboration with Ivey Publishing. In their earlier case, the authors examined Kyrö Distillery Company’s international expansion into Japan. The Kyrö case has already gained popularity in classrooms worldwide. 

The case: