The Yo-Kai Watch phenomenon ready to succeed in Spain

The video game for 3DS is accompanied by the TV series on Boing, an app and collectible medals from Hasbro and a replica of the Yo-Kai watch.

Why has it succeeded Yo-Kai Watch? It is something that many users wonder. This is the same thing that we have asked today to Manuel Curdi, marketing manager at Nintendo Spain. In the first place, "for its quality", he sentenced us. Then he also referred to the talent of Level-5 to turn everything it touches into success: "This is an expert company at reinterpreting themes, like football in Inazuma Eleven. Or picking up puzzles and doing something like Professor Layton."


There are more than 200,000 demos of the game downloaded in Spain alone Curdi and his team hope that Yo-Kai Watch will triumph first among the most staunch users of the company, those who already possess Nintendo 3DS, and then make the leap to new users. It is a license to which they see "a lot of travel" and which has a wider target than other Level-5 games. It is expected to reach more female audiences "contrary to what happened at Inazuma Eleven." The fact that there are more than 200,000 demos of the game downloaded only in Spain was also cited.


Manuel Curdi, head of marketing at Nintendo Spain.

The statements took place at a presentation event in which the strategic plan, also outside of video games, was announced to try to replicate the Japanese phenomenon. "It is going to be a brand that is going to become fashionable, the recreation revolution", declared Virginia Colvée, from Hasbro Iberia, a company that plans to sell more than one and a half million medals in our country (there will be a collection of 100 different). Each medal includes a QR code that can be scanned by the video game. Also in its own mobile application: Yo-Kai Watch Land. A replica of the watch Yo-Kai, who emits sounds related to each entered medal.


The other pillar will be the TV series, 26 episodes that will begin their journey on May 9 at the Boing channel, with a daily broadcast. We have been able to see part of the first episode, highlighting the humor. Ana González, content director, acknowledged that she saw the series in Japanese: "Obviously, I didn't understand anything, but I was aware that it had something special." For her part, the Mediaset antenna director, Patricia Marco, hopes it will become "a success."



As confirmed by Pascal Bonnet, commercial director at VIZ Media Europe, the television series is broadcast in more than 100 countries in Europe and Africa, toys have generated more than 2 billion euros and 4.7 million watches have already been sold, in addition to 370 million medals. We will have to see the evolution in Spain, but Manuel Curdi, from Nintendo, says that they are aware "that it has tremendous potential." In his words: "We are going to have Yo-Kai for a while."