The Ever-Expanding "Dragon Quest": The Forces Behind Its Success
Yuji Horii
Nobuyuki Tanizawa
Dentsu Inc.
"Dragon Quest," which celebrated its 30th anniversary on May 27 this year, has evolved beyond a mere game into a brand that became a social phenomenon. Its creator, Yuji Horii, attributes this to the "connections between people" that Dragon Quest fosters.
Nobuyuki Tanizawa of Dentsu Inc., who led the 30th-anniversary project, spoke with the creators about their vision and the series' future.
Fostering relationships with people is what led to 30 years
Tanizawa: Congratulations on the 30th anniversary. How do you feel now?
Horii: Thirty years... it's hard to really grasp that (laughs). It feels like I just kept working frantically and somehow got here. I'm surprised it lasted this long. Participating in the 30th anniversary events was truly moving. Actually, this was the first time in 30 years that we properly celebrated Dragon Quest's birthday (May 27th, when the first game launched). It was the first-ever birthday event for Dragon Quest. Being able to celebrate that birthday with so many fans and the many staff members I've worked with over the years was incredibly joyful.
Tanizawa: What do you think is the reason Dragon Quest has been loved by people for so long?
Horii: While playing Dragon Quest, memories with people started forming—like competing with friends over "How far have you cleared?" or becoming closer. Some probably got scolded by their parents (laughs). It might have become a kind of communication tool. Because of those memories, when a new title comes out, people probably think "Let's play again" and buy it.
Beyond just the games, I think people have had all kinds of encounters with Dragon Quest.
Tanizawa: Furthermore, I believe Dragon Quest transcended the boundaries of gaming to become universally recognized content. For example, even people who've never played the games know what a Slime is, right?
Horii: In that sense, having Mr. Akira Toriyama and Mr. Koichi Sugiyama involved was crucial. It was precisely because we had such wonderful characters and music that we could create that world. For me personally, it was a truly important encounter.
Tanizawa: Over these 30 years, is there anything you've consistently aimed for in game development?
Horii: To surprise the user a little. Packing the game with lots of little easter eggs is one way to do that. Also, people today really enjoy "participatory" forms of fun. That's true for social media posts, and we saw it at the 30th anniversary events where players actively participated. From the start, Dragon Quest aimed to make players feel like they were on their own journey—like deciding the protagonist's name. Through their travels, they grow stronger by fighting. Players empathize with that journey. These participatory elements are the core of Dragon Quest, and I want to deepen them even further going forward.
Tanizawa: Are there new elements that will be required for the future of games and Dragon Quest?
Horii: Back then, games were precious; they were the main content people made time for. But now, there are countless things competing for people's time. That's precisely why future games must make players think, "I want to play this." To achieve that, games need to offer benefits like "users gaining something for themselves" or "connecting with others." We want to keep that in mind for Dragon Quest too.
Tanizawa: Square Enix approached us two years ago about collaborating on the 30th anniversary project, and before we knew it, we'd reached this point. For this anniversary, we've also received sponsorship from many companies. Numerous creative tie-in projects have emerged.
Horii: We're truly grateful. Diverse companies are helping us celebrate this 30th anniversary together. So many unexpected collaborations have emerged, showing that these companies genuinely enjoy Dragon Quest and are leveraging the brand. We'd be thrilled if opportunities to experience Dragon Quest continue to expand beyond just games, in all sorts of new ways!
Dragon Quest 30th Anniversary Commemorative Portal Site
http://www.dragonquest.jp/30th/
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Author
Yuji Horii
Born in 1954. Graduated from Waseda University's First Faculty of Letters. While working as a freelance writer, he began developing PC games. After achieving success with "Portopia Serial Murder Case" during an era dominated by action games, he released "Dragon Quest" in 1986. Since then, he has consistently been at the forefront of the game industry, primarily focused on the Dragon Quest series. Beyond this work, he has also created hit titles such as the "Itadaki Street" series. The "Dragon Quest 30th Anniversary Project," celebrating its 30th anniversary in 2016, received the Minister of Economy, Trade and Industry Award at the Japan Game Awards 2016.
Nobuyuki Tanizawa
Dentsu Inc.
After joining Dentsu Inc., he won numerous advertising awards including Cannes Lions Gold, London International Awards Gold, One Show Gold, ADFEST Gold, and D&AD. Subsequently, as a film producer, he worked on numerous films including Japan Academy Prize-winning works and films officially invited to the Venice International Film Festival. Concurrently, he served as a judge for auditions at major talent agencies alongside figures like Amon Miyamoto, demonstrating his diverse activities. He also served as casting director and director for the hit game software Dragon Quest Heroes, which won the Excellence Award in the Game of the Year category at the Japan Game Awards 2015. For the Dragon Quest 30th Anniversary Project, which won the Minister of Economy, Trade and Industry Award at the Japan Game Awards the following year, he was involved in planning and supervision, engaging in broad-ranging production work within the content business domain. Currently, he directs comic and animation works for Hollywood film production and global distribution on video platforms primarily in Europe, America, and South America, expanding his business to deliver Japanese entertainment culture worldwide.
