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GRID spearheads Codemasters' move into Japan

Release to be bundled with Colin McRae: DIRT as UK publisher looks to establish serious Japanese business

Codemasters is making moves on the Japanese market, with the first step the localisation of the recently released Race Driver: GRID.

And Rod Cousens, CEO of the UK publisher, has indicated that Codemasters intends to establish a stronger presence in the region with more announcements expected in the coming months.

"As Codemasters continues to gain significant ground in the global videogame business, the release of Race Driver: GRID in Japan will also see the arrival of the Codemasters brand as a publishing label in the market," he said.

"We have pursued options in the market for some time and this announcement is but a first indication of our ambitions in that market."

Japanese consumers buying a copy of Race Driver: GRID will also receive a full copy of last year's Colin McRae: DIRT.

GRID features content tailored to the Japanese market, including Drift and Touge events and locations such as Tokyo Shibuya, Yokohama and Haruna.

"The recent success of key western titles in Japan is indicative of the current trend where Japanese gamers are not only more aware of popular western gaming brands but actively seeking them out," continued Cousens.

"With Race Driver: GRID set to be fully localised and arrive bundled with Colin McRae: DIRT, it is an opportune time for Codemasters to enjoy brand success in Japan."

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Matt Martin avatar
Matt Martin: Matt Martin joined GamesIndustry in 2006 and was made editor of the site in 2008. With over ten years experience in journalism, he has written for multiple trade, consumer, contract and business-to-business publications in the games, retail and technology sectors.
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