Blackrock Games makes its debut at Tokyo Games Market : a cultural and creative expedition
On May 17th and 18th, Blackrock Games proudly marked its first appearance at the Tokyo Games Market. More than a simple business trip, this visit was a double mission : to strengthen ties with international partners and immerse in the playful spirit of Japan — an emerging source of inspiration in the board game world.
Japan : a rising star in game design
Over the past 15 years, the Japanese board game scene has emerged from the shadows, attracting European publishers in search of original concepts. From Welcome to the Dungeon (2015) to Trio (2024), pioneers like Matthieu D’Epenoux and Emmanuel Beltrando paved the way. Since then, several publishers have discovered treasures in Tokyo’s vibrant scene, including :
✨ Catch Up Games with Paper Tales (2017)
🎴 Spiral Édition with District Noir (2023)
🧙♂️ La Boîte de Jeu with Wizards Cup (2024)
🐙 Bankiiiz Éditions with Cachamot (2025)
Convinced of the market’s potential, Blackrock’s team _Yoann (product strategy), Hervé (export), and Matthieu (localization)_ set off with excitement and returned with clarity : working in Japan requires understanding two key cultural nuances.
Breaking the language barrier
The biggest challenge ? Communication. « We quickly realized we needed someone local to help us truly connect, explains Hervé. We asked one of our publishing partners, Yannick Deplaedt, who’s lived in Japan for over 20 years, to accompany us. Japanese business culture is built on trust—and nuances often get lost in translation. We struggled to express passion and emotions about our catalog in English. But with Yannick interpreting in Japanese, conversations suddenly became warm and enthusiastic ».
The reverse was true too. Testing Japanese games often involved awkwardly translated rules that misrepresented the experience. Being on-site allowed real-time questions and insights directly from the designers—with Yannick as their bridge.
Spotlight on game creators
In Japan, game designers are front and center. The traditional role of a publisher is rare; designers self-produce limited runs (500 to 1,000 copies) and sell directly to distributors.
« You have to spot potential early », Yoann emphasizes. « Most Japanese games require major editorial work-mechanics, visuals, and themes must be reshaped for Western audiences. What may be seen as « kawaii » in Japan might be niche elsewhere. But the market is open, and Japanese designers welcome collaboration. Blackrock was fortunate to have Benoît Bannier (La Boîte de Jeu) on hand to help identify promising leads ».
Card games that bend the rules
So what’s trending in Japan now ? Much like France, minimalist card games are taking center stage. At Tokyo Games Market, small boxes with clever mechanics dominated—mostly trick-taking and discard-style gameplay, priced around €12–€15. « The differences were subtle and smart, says Yoann. Great for experienced players, but harder to market to the general public. Accessibility affects commercial potential ».
Hidden gems unearthed
Was the trip worth it ? Absolutely. Thanks to local partners like Arclight, Hobby Japan, and CMON Japan, as well as inspiring meetups with designers like Kaya Miyano (Trio), Hisashi Hayashi (Bomb Busters), and Geon Il (Jekyll vs Hyde), the Blackrock team narrowed its search to a curated selection—and discovered exciting new gems.
Stay tuned for what’s next because sometimes, the best way to innovate globally… is to start by listening locally.
