Yesterday saw the launch of a new dating simulation game for cell phones called “Kimi to Wonder Kiss.” TV Tokyo Broadband, who developed the game in conjunction with Rejet, is hoping to cash in on the current boom for cell-phone dating games aimed at the female market.
While console dating sims for men eclipse those aimed at women in sales, it seems like the opposite is true for the relatively new market of cell-phone ren’ai (dating) games. CNET reports that last year ren’ai games made up one in seven of the games available on the iMode menu and out of those 80 percent were aimed at women.
The trend started in December 2006 when “Koibito wa No 1 Host” (My Boyfriend Is the No. 1 Host) was launched on the market. The story allowed girls to chose their favorite young man from a host club (a bar where women pay to spend time with handsome young men) and groom him to become the No. 1 host in the joint. The key to the success of this title was that it closely resembled a romantic novel in structure and also dispensed with complicated game playing rules, a style which appealed to its female audience.
As the market showed steady growth, ren’ai cell-phone games introduced new features. In February 2008 “The Hills Lovers” was released, introducing a system where you could get extra play time and get a sneak peek at game endings in exchange for purchasing more points. In March 2008 “Boku wa Kimi to Koi ni Ochiru” (I’m Falling in Love With You) attracted manga fans by using voice actors and illustrations from popular manga artists.
As the number of games on the market has proliferated, the games themselves have begun to fall into different genres, which include historical dramas, high school love stories or office romances.
“Kimi to Wonder Kiss” seems to be pretty standard. Set in a theme park called Dreams Come True, the player chooses her mate from a stable of eight high school ikemen (cool guys) and then pursues the love story to its happy ending. At ¥315 for a month’s play on NTT Docomo, the game is the ultimate cheap date.