Dead or Alive Xtreme 3 Localization Controversy

Dead or Alive Xtreme 3 Localization Controversy

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Updated May 03, 2018 at 08:44AM EDT by Y F.

Added Nov 25, 2015 at 01:49PM EST by Precious Roy.

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The Dead or Alive Xtreme 3 Localization Controversy refers to the online backlash that arose over the decision of the Japanese video game publisher Koei Tecmo to not release "Dead or Alive Xtreme 3":":/memes/subcultures/dead-or-alive outside of the Asian market due to fear of repercussions over the sexually suggestive portrayal of female characters in the game.


Dead or Alive Xtreme 3[1] is the third installment in the Dead or Alive Xtreme series,[2] a spin-off of the Dead or Alive fighting game franchise which features an all-female cast playing beach volleyball on a beach resort setting. Since the launch of the original title in 2003, the Dead or Alive Xtreme series has gained international notoriety for its gratuitous depiction of busty female characters and the animation of their breasts, an industry practice otherwise known as "fan service" (ファンサービス), an aspect which has often drawn criticisms of female objectification and sexualization from video game journalists and feminist bloggers in the English-speaking world.[17][18][19][20][21][22]

Facebook Announcement

On August 1st, 2015, during the annual Dead or Alive Festival[25] in Japan, Koei Tecmo's in-house development studio Team Ninja confirmed that Dead or Alive Xtreme 3 is under development. Shortly after this announcement, Team Ninja revealed on its official Facebook page that the upcoming title would be made available "exclusively for Japan and Asian market." The Facebook post was eventually deleted, but its contents (shown below) can still be read on articles reporting on the event.[26][27]

A few weeks later, during an interview with Yosuke Hayashi in the Japanese video game magazine Famitsu,[28] Hayashi again stated that the game would only be sold in Japan and the Asia region, but that they also might create a version for the North American market if the demand was deemed to be high enough. While the full-length interview was scheduled to be published on August 20th, the highlights from the interview were compiled into an article by Japanese blogger Hachima Kikou and shared online two days early on August 18th, which was subsequently picked up by various video gaming news sites.[29][30]

"Thanks for attending and for watching DOA Festival today. MC Kwiggle (USA-Christie) won the exhibition match and Teru Rock (輝Rock Japan-Leifang) fought intensely with him. We announced DOAX3 (Working Title) today, but it will be made exclusively for Japan and Asian market. We announced many things today about new stage, patch update, Halloween costumes etc… We will keep you posted"

On November 24th, Koei Tecmo announced via Facebook that the game would not be coming to North America and that there were no plans for its localization outside of the Asian market, citing concerns of potential backlash against its sexually suggestive content.[3] The comment in question has since been deleted (shown below).

DOAX3 is never coming to the West Deleted Facebook post - Jeremiah Hereth Dead or Alive Game 18 November at 22:47。 Any words of bringing the upcoming Xtreme 3 Game to US and EU regions or no? Like -Comment →Share 2 people like this Chronological ▼ 1 share Dead or Alive Game We do not bring DOAX3 to the west and won't have any plan change in the future. Thank you for asking Like Reply 1 19 November at 02:55 A Hide 11 Replies ma Pedro Correia what about that "We will bring DOAX3 to the west if there's demand" statement? Like Reply 19 November at 02:58 Sven Mo Why not? It is already translated in English, when it will be released in the rest of Asia. Like Reply 19 November at 09:01 Evan Smith Man, where's that Anthony Kane guy when you need him? I kinda wanna see him blow a gasket of 3 from reading this? Like Reply 19 November at 11:14 Jeremiah Hereth Alright well whats the reason for not bringing it out west? Like Reply 19 November at 14:26 Dead or Alive Game Do you know many issues happening in video game industry with regard to how to treat female in video game industry? We do not want to talk those things here. But certainly we have gone through in last year or two to come to our decision. Thank you Like Reply 2-19 November at 15:09 Sven Mo l understand. But l always thought Europe was more tolerant with those topics. I mean I wont care if this game was made for adult and download only. I'd still buy it. I'm old enough. Senran Kagura even made it to the Western 3DS, even though Nintendo is known for its family-friendlyness.AA Like Reply 19 November at 15:15 鼢 Jeremiah Hereth Alright well in that case, I'll have to stick to Last Round then. Thanks for the update Like Reply 19 November at 16:29 Jeremiah Hereth For the time being, is there a main sequel in the works? Like Reply 19 November at 16:30 Evan Smith Well there you f------ go people Straight from the horse's mouth. One of my favorite Japanese game developers has declined to release a game to the west thanks to puritanical SJWs lashing them endlessly over attractive females in bikinis being considered a whole range of negative buzzwords and thus, not suitable for a culture with its head to far up its own ass of political correctness Congratulations, fucknuggets. You've won another battle in the fight for equality. Hope you're f------ happy with yourselves Like Reply 4-19 November at 20:00

Notable Developments

Soon after Koei Tecmo's Facebook announcement that Dead or Alive Xtreme 3 wouldn't be released outside of the Asian market due to the sensitive nature of the topic in the Western market, the news quickly spread to various video gaming blogs and news outlets, several of which commented that Koei Tecmo's decision was likely influenced by the growing presence of social justice activism in the gaming world.[4][5] The bkaclash over the decision was also joined by supporters of the GamerGate movement, many of whom similarly criticized the episode as a classic example of social justice warriors interfering with the gaming community.


Meanwhile, a petition to release the game in the west reached over 2,000 signatures in less than 24 hours;[15] while the r/KotakuInAction sub-reddit attempted to start an e-mail campaign towards Koei Tecmo.[16]

Play-Asia Endorsement

On October 30th, the game import website Play-Asia announced in their news section that it would carry the English Asia version of the game;[10] restating this on their official Twitter on November 24th following Koei Tecmo's announcement.[6] Although the announcement was met with mixed reception, the site reported a large spike in Twitter followers because of it. The Twitter account reported that in the course of 24 hours they had nearly doubled their Twitter followers; going from 9,000 to passing the 10,000 on November 24th,[8] to over 17,000 by November 25th.[8] 22 #DOAX3 will not be coming to the US due to #SJW nonsense. However, we will have the English Asia version available: vertaling weergeven ⑤ 2. 20066 ·2.955

Play-Asia's announcement was met with mixed replies. Fans of the series and critics of the social justice movement mainly praised the site for its decision. Play-Asia's offer was also shared by Koei Tecmo Europe on their Twitter account.[23] Play-Asia itself as well replied towards the controversy and reactions to their decision, using Smug Anime Faces to mock the controversy due to the resulting increase in their sales. @playasia Follow Guys, this is literally the worst boycott we've ever seen. #12KFol lowers RETWEETS LIKES 141 176 4:49 AM- 25 Nov 2015 23 aplayasia 5m now this is some social media justice, don't you think? GIF 3 6 @playasia Follow mfw people claim a massive outpouring of support from gamers has no impact on our sales TOP NEP RETWEETS LIKES 10:55 AM -25 Nov 2015

HuniePot's Offer

On November 25th, the developer of the fanservice-centered game HuniePop, HuniePot, offered $1 million dollars for the United States rights to the Xtreme series to Koei Tecmo.[7] The offer was subsequently reported by various gaming sites,[11] blogs,[12][13] and forums.[14]

HuniePot @HuniePotDev 5h @KoeiTecmoUS I'll give you $1M for the rights to publish DOAX in the states Serious offer, for whatever it's worth 00383 HuniePot @HuniePotDev 6h 100% serious. It's an extra million they otherwise wouldn't have. Seems like a no brainer to me. Let them know 43 ·95 HuniePot @HuniePotDev 6h Probably nothing to them but l'd give Koei Tecmo $1M for the rights to publish DOAX in the US. Let me take the heat 94 ·157

Official Response

On December 1st, 2015, Koei Tecmo released an official response towards the posts on their Facebook page (shown below), claiming the posts reflected only the individual's opinion and not that of Koei Tecmo or its business strategy.[32][33] Alongside, Koei Tecmo also restated that the game was still planned solely for Japan and Asia. That same day, various gaming sites reported on the news.[34][35][36][37]

KT The comments recently made by an employee regarding DEAD OR ALIVE Xtreme 3 on the official DEAD OR ALIVE Facebook page only reflect that individual's opinion and not the opinion or business strategy of Koei Tecmo Games. We remain focused on delivering the best in fighting entertainment to our fans around the world, while consciously respecting and strategizing to support the different global audiences the DEAD OR ALIVE franchise lends itself to. DEAD OR ALIVE Xtreme 3 remains in development and is still planned for release in Japan and Asia only. KOEI TECMO GAMES 1-18-12 Minowa, Kouhoku-ku, Yokohama, 223-8503, Japan

Search Interest

External References

[1] Wikipedia – Dead or Alive Xtreme 3

[2] Wikipedia – Dead or Alive Xtreme Beach Volleyball

[3] – "We do not bring DOAX3 to the west and won't have any plan change in the future."

[4] Gamespot – Dead or Alive Xtreme 3 Won't Ship Worldwide Due to Sexism Backlash Fears

[5] Breitbart News – ‘Dead or Alive Xtreme 3′ Avoiding Western Beaches over SJW Criticism

[6] Twitter – #DOAX3 will not be coming to the US due to #SJW nonsense. However, we will have the English Asia version available

[7] Twitter – .@KoeiTecmoUS I'll give you $1M for the rights to publish DOAX in the states.

[8] @playasia – 10,000 followers~ Thanks for the support everyone!

[9] @playasia – 17,000 alienated followers and counting.


[11] Dualshockers – Dead or Alive Xtreme 3: Developer Offers $1,000,000 to Koei Tecmo for U.S. Publishing License

[12] The Gaming Ground – Huniepot offers Koei Tecmo US 1 million dollars for the DOAX3 US publishing rights

[13] One Angry Gamer – HuniePot Offers Koei $1 Million To Publish Dead Or Alive Xtreme 3 In America

[14] r/KotakuInAction – HuniePot developer offers Koei one million dollars for US DOAX publishing rights

[15] – Bring Dead or Alive Xtreme 3 to the West

[16] r/KotakuInAction – E-mail campaign Koei Tecmo about DOAX3 not being released in the west because of backlash from SJWs

[17] VentureBeat – Sexism and misogyny are gaming’s status quo

[18] The Game Bolt – Sexism in Gaming 2014 – Let's All Be Adults Here

[19] Games Retrospect – Top 10: Blatantly Misogynistic Games

[20] PS3.MMGN – The 5 Most Sexist Games of this Generation

[21] What Culture – 10 Blatantly Sexist Video Games

[22] International Business Time – After 'Gamergate': The Five Most Sexist Video Games Of All Time

[23] Twitter – Koei Tecmo Europe

[24] Blog.Esuteru – PS4/Vita「デッドオアアライブ エクストリーム3」

[25] Dead or Alive Wikia – Dead or Alive Festival

[26] Gematsu – Dead or Alive Xtreme 3 in development

[27] TechnoBuffalo – Dead or Alive Xtreme 3 announced by Koei Tecmo, Japan and Asian markets only

[28] Famitsu – 【先出し週刊ファミ通】俺たちが待ち望んだ新作がついに来た! 『DOA エクストリーム3』がPS Vita&PS4で発売!(2015年8月20日発売号)

[29] Gematsu – Dead or Alive Xtreme 3 might come west if demand is high enough

[30] Siliconera – Dead or Alive Xtreme 3 Could Still Come To The West If There’s Enough Demand

[31] Twitter – Koei Tecmo Europe

[32] Koei Tecmo America – Official statement from Koei Tecmo Games

[33] Koei Tecmo Europe – Official statement from Koei Tecmo Games

[34] Polygon – Koei Tecmo responds to Dead or Alive Xtreme 3 controversy

[35] GameZone – Koei Tecmo responds to Dead or Alive Xtreme 3 sexism controversy

[36] IGN – Koei Tecmo Confirms Dead or Alive Xtreme 3 Will Not See Western Release

[37] Siliconera – Koei Tecmo Says Dead or Alive Xtreme 3 Is Still Planned For Japan And Asia Only

Recent Videos 13 total

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Top Comments


in reply to ASentientToaster

> You people are being played like a fiddle.

Who's playing who here?

1. Tecmo is afraid of releasing the game in the West due to SJWs backlash.
2. PlayAsia jumps on that and reminds everyone they sell the Asian edition of the game regardless of what SJWs think.
3. SJWs go completely rabid and activate the Streisand Effect.
4. PlayAsia proves themselves based as hell and get a bunch of new followers/customers.

End result: Tecmo & other devs/publishers learn that SJW backlash is less harmful then they feared, PlayAsia makes a bunch of money/publicity, marketers learn that "fuck SJWs" = massive cash, importing gets a boost in popularity thereby weakening the localization companies (all worthless cancer except for XSEED), censorship gets hit with massive pushback.

Gaming companies win, gamers win, gaming wins!

SJWs lose, censorship loses, moral guardians lose!


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