Capcom Tapping Fashion Magazines to Bring New Audience to Resident Evil

From The Secret Success of Resident Evil:

The longevity of the "Resident Evil" title also comes with problems. The main user group is now in their late-30s to 40s, and the average age is also going up as the series goes on with an increasing possibility that some percentage of the existing users will outgrow games altogether. Therefore, there is a constant need to gain new users, and the creation of opportunities for exposure in fashion magazines was carried out as an example. However, obviously game information is not carried by fashion magazines.

Therefore, we have created opportunities for receiving coverage in fashion magazines by collaborating with fashion brands which are popular among young people. We are also actively working on spreading name recognition among non-gamers through expansion in other industries, including the "Halloween Horror Night" event in alliance with Universal Studios Japan (USJ) and the opening of the "Resident Evil Café and Grill S.T.A.R.S." (a "Resident Evil"-themed restaurant) in Shibuya PARCO, Tokyo. These collaborative events are opportunities to be enjoyed by non-gamers as well, so it is important to plan them so that anyone can enjoy them and not aim them at a section of our core gamers.