When you consider the companys commitment to focus on successful brands, and the massive labour of love comments made by SEGAs Ethan Einhorn, its clear that PDf was a difficult project to bring to North America. What exactly needed to be done in the lead-up to its release?
Sam Mullen: As you might know from any review of Project DIVA F/f, the Hatsune Miku phenomenon is not something thats immediately obvious. And what I mean by that is it requires a lot of background and explanation. For our Western divisions, something like Miku is not an IP that was on everyones radars. To many people, she was just another incarnation of Sailor Moon, pigtails and all. Just another anime character on another Japanese game. Some people had the impression that Miku was basically doing covers of existing J-pop songs, so a lot of misconceptions like that had to be dispelled. So a lot of the lead up to the release was simply doing internal informational campaigns, informing our people what makes Miku compelling, and explaining that Project DIVA isnt just a J-pop video game. Building that understanding and mindshare was one of the big challenges for this title.