Codemasters screeches into Japan

Codemasters has expanded its publishing operation into Japan – with its brand set to appear on a boxed release for the first time.

The UK publisher’s Race Driver: GRID title will get a fully localised release in the territory on PS3 and 360 in the winter, and will be bundled with fellow Codemasters’ racer Colin Mcrae: DIRT.

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,” said Rod Cousens, CEO, Codemasters. We have pursued options in the market for some time and this announcement is but a first indication of our ambitions in that market.”

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.”