On September 2, 2026, Morishita, CEO of HARS Global Pte. Ltd., spoke at the boot camp for “Google Play Accelerator Japan”—an accelerator program for game and app developers aiming to expand overseas—held at the Google Shibuya Office.
During the panel discussion held on the first day of the program, Morishita served as moderator and, alongside panelists from Tatsumaki Games Co., Ltd. and Bushiroad Co., Ltd., discussed strategies for expanding Japanese games and apps into overseas markets.

Photo, left: Akira Morishita | Founder and CEO, HARS Global Pte. Ltd.
Photo, center: Yudai Hatasa | Representative Director, Tatsumaki Games Co., Ltd.
Photo, right: Yuki Nemoto | Director, Head of the Live Entertainment Unit, and Head of the Content Division, Bushiroad Co., Ltd.

“Market Understanding” and “Localization”: Key Factors in Global Expansion

During the session, participants exchanged views based on the speakers’ experiences, focusing on strategies for approaching overseas markets, particularly in North America and Asia.
The discussion highlighted the need to adapt marketing and product strategies depending on the target market, recognizing that even for the same game or app, user behavior, perceptions of the service, and the business environment vary from market to market.
Additionally, regarding localization for overseas expansion, the discussion focused on the importance of not merely translating language, but rather understanding local culture, business practices, and user sensibilities, and reflecting these insights in the product and communication strategies.

Furthermore, it was noted that, in order to grow a business in overseas markets, it is important to adopt a mindset of continuous improvement by incorporating feedback from local users and partners.
As the moderator, Morishita delved into the practical experiences of each speaker, touching on the differences in market characteristics and approaches between North America and Asia.

From Morishita

For Japanese games and apps to succeed overseas, it’s important not only to translate the language but also to understand how users in those markets perceive the service and what kind of experience they are seeking.
In this session, through the insights shared by participants who have actually conducted business in various markets—such as North America and Asia—I feel we were able to reaffirm the importance of identifying regional market characteristics, localizing content while taking local culture and business practices into account, and continuously making improvements based on feedback received locally.
I myself have been based in Singapore, where I’ve been involved in app marketing and supporting international expansion. Drawing on the insights gained through opportunities like this one, I look forward to continuing my efforts to help Japanese services and content reach overseas users and achieve sustained growth in those markets.

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