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TVTranscript
00:02This is a story about...
00:04...the violence...
00:05...the sex...
00:08...the violence...
00:10...buck some beautiful girls in sort of full 3D.
00:15...a man.
00:17He's a very striking man. Just looking at him is like...
00:22...put in awe.
00:24Whenever you see Itagaki at any of these press conferences or shows...
00:27...he's a very sort of rock star guy.
00:30Who made a game.
00:32What made Dead or Alive so great was that speed and fluidity...
00:37...which is really unique to their games.
00:41...that saved a floundering developer.
00:45Dead or Alive literally means dead or alive.
00:48For the company, it was a very critical situation.
00:51...and raised the bar for 3D fighters.
00:56It was just Tomenobu Itagaki asking the question...
01:01...what can we do?
01:02How can we expand the fighting game genre?
01:04Can we take it in a more mature direction?
01:09DoA is like a sushi bar with roller skating girls serving wasabi on the sushi.
01:13It's fun.
01:14This is the history of Dead or Alive.
01:22This is the history of Dead or Alive.
01:45While growing up in Japan, Tomenobu Itagaki knows exactly what he wants to do when he grows up.
01:53Well, like everybody else, I entered the game industry because I wanted to make video games.
01:58His wish comes true in 1992.
02:04I had no idea which company would be good for me.
02:07So I didn't care if I worked for Tecmo or Sega.
02:09And Tecmo was located close to where I lived.
02:11So that's why I trust Tecmo.
02:14It's big American hit was a Tecmo ball for the NES.
02:19And that was just a simply brilliant football game.
02:25And it was surprising because it came from a Japanese company.
02:30I worked as a graphic programmer for the Super Famicom in my early days at Tecmo.
02:35Itagaki's first project is Tecmo Super Bowl for the Super Nintendo.
02:41As he climbs the corporate ladder at Tecmo, a new innovation in fighting games shows up in arcades.
02:47The big development in fighting games in the early 90s was moving to 3D.
02:51The early pioneers in 3D fighting games, you have to speak about Yu Suzuki and the Virtua Fighter series.
02:58Just when that came out in the arcades, it was astounding.
03:02People had been used to fighting in two dimensions, moving back and forth and maybe jumping over one another, but
03:09not actually moving in three dimensions.
03:11But while arcade fighting games are going through a minor renaissance, Tecmo is facing troubled times.
03:19Tecmo was not in great shape. They had a lot of deficits for two years.
03:23So in terms of business, if the company had three years of consecutive deficits, it would have been very critical.
03:29The up and coming developer makes a bold move.
03:35I made a deal with the current president, Mr. Nakamura, to start a project.
03:39I made a promise to him that I would make a game that would sell.
03:42And for this struggling company, it's their last chance.
03:47So, dead or alive literally means dead or alive.
03:53For the company, it was a very critical situation.
03:56That's how he came up with the title.
03:58Edigaki wants his game to stand out in the crowd.
04:05I liked Virtua Fighter, but if I use different ideas to describe it, I would say it's an old traditional
04:10sushi restaurant.
04:11And on the contrary, the DOA is like a sushi bar with roller skating girls serving wasabi on the sushi.
04:17It's fun.
04:21For the beginner, fighting games were not easy.
04:24So that's why when designing Dead or Alive, we tried to simplify such aspects of the game as much as
04:29possible.
04:31One new idea is the danger zone.
04:34The danger zone is kind of like a joker when you're gambling and playing cards.
04:39Before a danger zone, there was a notion that fighters were fighting inside a ring and maybe if they went
04:46outside that ring, they would lose the match.
04:49We wanted to add something entertaining and spice up the fighting game genre.
04:53That's why we created the danger zone.
04:56But now, with Dead or Alive 1, a danger zone was activated where if you entered that zone, you would
05:03take damage.
05:05It made fighting more strategic. You're limited in your space, and if you go outside that space, you're not going
05:11to lose the match, but you're going to jeopardize your position.
05:18Another element that separates Dead or Alive from the other 3D fighters is a little provocative.
05:22The first Dead or Alive game featured the first movable breasts in video gaming.
05:31At times, it would be almost like you were watching a Skinimax movie.
05:39Well, I think entertainment needs sexuality and violence.
05:42So if entertainment lacks sexual elements, then it's entertainment no more.
05:46Ironically, Dead or Alive is developed for the same Model 2 arcade hardware that powers Sega's Virtua Fighter 2.
05:53However, Sega is not involved with the development of the game.
05:56I had an eel lunch once with Yu Suzuki.
05:59That's the only relationship I've had with Sega.
06:02I have never received any programming resources from the company.
06:06In November 1996, Dead or Alive ships out to arcades around the world.
06:11Tecmo holds its breath and puts its faith into the girls of DOA.
06:23It's November 1996, and Dead or Alive has just shipped off to arcades.
06:28The game is one of Tecmo's last gambles to stay in business.
06:32And it hits the jackpot.
06:35The first Dead or Alive did very well in terms of sales.
06:39It's certainly a very good game to play.
06:43Not a lot of long of a student assault.
06:44Well, Mr. Nakamura was very happy about the success of DOA, so other Tecmo games could be created and sold.
06:50The previous year, Tecmo posted a loss of $5.2 million, but in 1996, Tecmo pulls in a profit of
06:57$9.2 million, thanks in part to Dead or Alive.
07:01What made Dead or Alive so great was that all Tecmo's games have a speed and a fluidity, which is
07:06really unique to their games.
07:09There's just an amazing sense of control about the game.
07:13I'm different from the other game designers because I work to win, so my way of thinking is much different
07:18from the others.
07:20It begins on home versions of Dead or Alive, as well as a sequel.
07:23To get the job done, Etagaki creates his own development team made up of the best of the best from
07:28Tecmo.
07:31It was reasonable to establish a brand because at the time, Tecmo was not releasing a lot of games.
07:36That's why we were trying to create a new brand.
07:38And that's why Team Ninja was created, to give Tecmo an identity.
07:43Team Ninja members all have certain levels of skills.
07:46Compared to other development companies, ours is much higher.
07:48It's easy to work with such highly skilled people.
07:52Team Ninja is a mystery.
07:54Tomonobu Etagaki really likes Team Ninja to be sort of like ninja-like in the way it handles itself.
08:00Etagaki doesn't let people inside it.
08:04Very few people ever get to see the inner workings of Team Ninja.
08:07He's not very active in speaking about his history.
08:11He likes it to be sort of in the shadows.
08:13He likes the games to speak for themselves.
08:16Team Ninja was created to turn the table, to change the situation of the company, which was in bad shape.
08:23In September 1997, Dead or Alive is released for the Sega Saturn.
08:28It comes to the PlayStation one year later.
08:30Dead or Alive was remarkable because it really did 3D fighting well on the PlayStation and on the Saturn.
08:38And those systems were just beginning to find themselves in terms of three-dimensional fighters.
08:43The developers were sort of struggling, like, how do we get to push all these polygons and to still make
08:49a good, smooth fighting?
08:51Dead or Alive was one of the first ones to actually do it very, very well on a home console.
08:57In 1999, Dead or Alive 2 hits arcades.
09:01Dead or Alive 2 improved on the original in a lot of ways.
09:05Beyond the graphics, the amount of movesets available for the characters expanded greatly.
09:13Each character has their own separate story.
09:15When I started making the game, there wasn't a lot of characters involved in games like Street Fighter.
09:20So back then, characters only meant the difference in one's costume.
09:25So when I designed the characters, I put a lot of concentration into each one's voice, taste and attitude.
09:31I designed characters based on their personality.
09:35And there were multi-tiered stages, so players could beat your opponent in a very flashy way.
09:41Like, bang them against the wall, flip them over, and then knock them across something that's gonna explode.
09:47You could knock a character through a wall, over like a cliff, and they would actually plummet and take damage.
09:55It's a really neat way to expand the genre.
09:58Come on!
10:02In early 2000, a home version of Dead or Alive 2 comes out for the Dreamcast.
10:07PS2 owners have to wait until December of that year to finally get a copy of the hot sequel.
10:12Get ready!
10:13The differences between the Dreamcast Dead or Alive 2 and the PlayStation 2 version, which was subtitled Hardcore,
10:22there were a lot of different lighting effects.
10:26In fact, a lot of people complained that the lighting effects were overdone.
10:30There was an over-brightening effect that made everything look sort of bleached out,
10:35to the point where you actually lost some of the really sharp, striking coloring that was seen in the Dreamcast
10:42version.
10:45There were new costumes added, and a lot of graphical fineries done for the PlayStation 2,
10:52which was supposedly a marked increase over the Dreamcast version.
10:55But basically, the two games in their core were identical.
11:02Dead or Alive 2 brings in more than $2 million in sales.
11:06Plans for Dead or Alive 3 begin, but what Team Ninja has in mind is a radical departure.
11:20By 2001, the Dead or Alive series is in the same league as other 3D fighting classics.
11:25such as Virtua Fighter and Tekken.
11:31But Aragaki wants to set the bar even higher with the next edition.
11:35To do so, he makes two bold decisions.
11:38The first is to skip creating an arcade version of Dead or Alive 3.
11:43In the American market, even though you can still find arcades, it's pretty dead,
11:48so it's useless to provide arcade games for them.
11:50It's the same situation in Japan, so it's useless to provide arcade games for them as well.
11:56The second is to develop the new game exclusively for Microsoft's new console, the Xbox.
12:02One of the most important reasons why we developed DOA 3 exclusively on the Xbox was that we could concentrate
12:09on just making the game.
12:11In the case of the PlayStation 2, when we want to realize an idea, we can't concentrate on just making
12:16a game.
12:17It involves preparing a specific library just for our ideas.
12:21That's too troublesome.
12:22Working on the Xbox was an ideal situation.
12:25We can concentrate solely on making the game.
12:28Fan reaction to the Dead or Alive series going on Xbox was certainly mixed.
12:35Tomonobu Itagaki made a conscious decision to take Dead or Alive to Xbox.
12:40A lot of fans were disappointed by that, but a lot of Xbox fans were ecstatic.
12:48It's a very good series and it's now exclusive to Xbox.
12:52I didn't think choosing to develop exclusively on the Xbox was a big gamble because comparing the machine specifications to
13:00systems like the PS2, Xbox was much higher.
13:03I make my games to win.
13:05I'm a winner!
13:08I can make a better game with a higher spec machine, so as a writer, I'm like a fighter pilot.
13:13The PS2 is like a Zero fighter, while the Xbox is like a Hellcat.
13:16I had confidence to win with the Xbox, so it was quite easy.
13:21In November 2001, Dead or Alive 3 comes out exclusively for the Xbox, and gamers are floored by the new
13:27title.
13:29It was a great game, a great fighting game, and you know, people really liked the idea of having this
13:34sort of fantastic fighting game that showed off the power of the Xbox.
13:39Without Dead or Alive 3, I think the Xbox would have had trouble porting a lot of the hardcore fans
13:43who absolutely need a great fighting game on their gaming system.
13:48Dead or Alive 3 did very well on Xbox.
13:51It was a launch title. Tomonobu Itagaki and Team Ninja got the graphics spot on.
13:56They showed the world exactly what the Xbox could do.
14:02He expanded on the notion of multi-tiered stages.
14:06Not only could you knock somebody off a platform, say, but you could knock them off a huge platform, and
14:13they would go through a floor and bounce down.
14:23The environments were absolutely amazing and beautiful.
14:28There were really picturesque environments I don't think could be rented on any other gaming system.
14:39And for a company like Microsoft and the Xbox, their goal was to really try and, you know, find games
14:44that would show why the Xbox is a better system than the PlayStation 2.
14:47And Dead or Alive is one of the only games, I think, that really sort of show the power of
14:51X, as they say.
14:54Both Microsoft and Tecmo win big.
14:56Only five months after its release, Dead or Alive 3 sells more than one million copies worldwide.
15:04Already, Itagaki has plans for another addition to his growing franchise.
15:08But what he has in mind is a little different.
15:23It's 2003. Dead or Alive 3 is a hit.
15:27And Team Ninja starts work on a new game which has been on Itagaki's mind since Dead or Alive 2.
15:33When I was developing DOA 2, fans requested that we add beach volleyball as a minigame.
15:38Because other fighting games had similar minigames.
15:41Itagaki has a very playful nature.
15:44He had an idea.
15:46What if these women were on an island and they had two weeks to have a lot of fun and
15:53play some volleyball?
15:57You know, maybe from just a simple daydream, you know, a whole video game emerged.
16:06But I didn't want to put this very simple idea into my series.
16:10So when I made the beach volleyball game, I wanted it to be a standalone title.
16:14In January 2003, Itagaki's self-proclaimed gift to gamers is released in the form of Dead or Alive Extreme Beach
16:22Volleyball.
16:23One of the hallmarks of the Dead or Alive franchise has been these buxom, beautiful girls in full 3D.
16:31That's like what people associate with Dead or Alive,
16:33or these, you know, kind of completely over-the-top girls that Itagaki really prizes himself on creating these sort
16:39of amazing babes.
16:41I'm creating entertainment rather than just a video game.
16:45So in terms of entertainment, it's quite natural for me to create beautiful women.
16:48It makes sense rather than bringing ugly women into the game.
16:51It's very simple. Naturally.
16:54While the new game already shows off plenty of skin, it's not enough for some gamers.
17:00In fact, I find the nude hacks irritating.
17:02If they're so talented at doing such things, why don't they use their skills for something more meaningful?
17:07So when you see a girl in DLA, I can understand why one would want to undress her.
17:12But if you do so, you really should be embarrassed.
17:16And it's the eye candy that gets Tecmo into trouble at 2003's E3.
17:20People flock to see women in bikinis, and Tecmo knows this.
17:27Dead or Alive Beach models promoting Dead or Alive Extreme Beach Volleyball threw out volleyballs and people would go nuts.
17:34It's just good fun.
17:37At times, it's become such good fun that fire marshals had to come and actually close Tecmo down for a
17:43while.
17:44While the world falls in love with the women of Dead or Alive,
17:48Anagaki and Team Ninja continue to expand the DOA franchise.
17:53Due out in 2004 is Dead or Alive Ultimate, the first DOA game with an online element.
17:58Dead or Alive Ultimate was only shown on huge screens at E3.
18:03There were a lot of striking images shown. Just absolutely insane.
18:10There was this one where you were interested in this, like, African safari.
18:13One of the fighters knocked the other into a pool and then picked him up and spun him into an
18:19elephant.
18:20People love that stuff. It was very well received.
18:25Dead or Alive Ultimate is like an archive. We're releasing it for fans of Team Ninja's work, such as the
18:30DOA series and Ninja Gaiden.
18:33The ultimate thing that they've done, so to speak, is bring the game on Xbox Live for online fighting.
18:37And because Dead or Alive is so fast-paced, I think that's what people love about the idea of doing
18:42it online.
18:43And there are still more Dead or Alive games in the works beyond DOA Ultimate.
18:51Dead or Alive Code Cronus is the world of Dead or Alive Zero, before the first DOA.
18:59You've seen the opening movie in Dead or Alive Ultimate with the children.
19:03Dead or Alive Code Cronus has a relationship with that movie.
19:10As far as Dead or Alive 4, it's coming out for the next Xbox.
19:14Dead or Alive 4 will be a game describing the world of DOA tech, which is the counterpart of the
19:20ninjaside.
19:22Dead or Alive has grown to be one of Tecmo's most successful franchises, thanks in part to its mysterious creator.
19:29Everybody give it up to the amazing Tom and Noble. It's a champion.
19:34He's a very striking man. Just looking at him is, like, put in awe.
19:41He's always got sort of shades on. He's got the black leather jacket.
19:45He prides himself as being a real rock star of the industry.
19:49He's a very nice man. He's a very smart man, who is very passionate about video games.
19:55He's very outspoken. He will tell you exactly what he thinks of certain games, what's right and what's wrong with
20:01Dead or Alive.
20:02He says these sort of crazy, over-the-top things that you just don't believe come out of his mouth.
20:06No violence.
20:07Violence. Entertainment. Beauty. Sex. Gambling.
20:12Gambling means that if people really like playing a game, then they'll pay whatever it costs.
20:17And that's all.
20:29The hottest gear.
20:33The latest gadgets.
20:38All the things you need.
20:42And some you might not.
20:44Join Diane Mazzotta as filter gets the low-down on all the high-tech at the Consumer Electronics Show.
20:50Monday night at 10.
20:52The next time.
20:52The next time.
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