Shohei Ohtani’s ability to turn anything he touches into gold isn’t just limited to baseballs and MVP trophies—he’s now doing it with mobile games, too. KONAMI’s MLB PRO SPIRIT (better known as Mejasupi) exploded in Japan, pulling in over 400 million yen ($4 million) in its first month, proving that baseball, when combined with a local sports hero, is a recipe for success.
Of course, outside of Japan, Mejasupi isn’t exactly a household name. Unlike MLB The Show or FC 25, it hasn’t cracked the Western market, and in the grand scheme of sports gaming, its revenue is a fraction of what major franchises pull in. But dismissing Mejasupi just because it isn’t a global blockbuster would be missing the point. What’s truly impressive here isn’t just the revenue—it’s how KONAMI made it happen. And that’s something Western game developers should be paying attention to.
The Power of Local Stars in Gaming
What Mejasupi did with Shohei Ohtani isn’t new, but it was executed flawlessly. KONAMI didn’t just slap a generic MLB player on the cover and call it a day. They went all in on Japan’s biggest baseball star, making Ohtani the face of the game, featuring him prominently in promotions, and even giving players an Ohtani card just for logging in. The result? Japanese fans flocked to the game, and it became an instant hit.
This approach—leveraging local celebrities and cultural relevance—has been a winning strategy in gaming and marketing for years. Epic Games pulled off something similar when they partnered with Travis Scott for a massive in-game concert in Fortnite, which attracted millions of players. Mobile games like Royal Match have used high-profile celebrities in ads to boost popularity. Even in non-gaming industries, companies like IKEA use clever local wordplay in marketing campaigns, and brands routinely release Chinese New Year collections to tap into cultural moments.
KONAMI’s twist on this strategy was combining a megastar athlete with proven gameplay mechanics from Pro Yakyuu Spirits A, an already beloved baseball game in Japan. This not only made the game feel familiar and polished but also reassured fans that they were getting a top-tier experience. In other words, KONAMI didn’t just bank on Ohtani’s name—they backed it up with a solid game.
How Western Game Developers Can Apply This Strategy
The lesson here isn’t that every game needs a Shohei Ohtani. It’s that understanding local audiences and integrating their heroes, culture, and traditions into the gaming experience can be a game-changer.
Imagine if EA Sports took this approach with FC 25 by spotlighting regional soccer legends in specific markets, creating localized versions that feel tailor-made for different audiences. What if MLB The Show had an expanded Latin American edition, featuring regional baseball stars and stadiums? Or picture an NBA game that goes beyond just global superstars and highlights local leagues and rising talents in countries where basketball is growing.
This is also an opportunity for mobile game developers. Companies that traditionally focus on Western markets could see massive success by applying this “Mejasupi model” in places where gaming culture is different. By integrating regional sports figures, localized content, and cultural aesthetics, a game that might have otherwise gone unnoticed could become a runaway hit.
Can KONAMI Take Mejasupi Global?
While Mejasupi has been a home run in Japan, its future outside of the country depends on whether KONAMI wants to expand this regional success into a global strategy. They could easily replicate their Ohtani-driven marketing playbook elsewhere. A U.S. edition featuring Mike Trout, a Latin American push with Ronald Acuña Jr., or even a South Korean version starring Ryu Hyun-jin could be the key to making Mejasupi an international brand.
But even if KONAMI decides to keep Mejasupi as a Japan-first success story, the takeaway is clear: game developers should never underestimate the power of local relevance. Whether it’s a baseball game, a battle royale, or even a puzzle app, tapping into regional superstars, traditions, and cultures isn’t just good marketing—it’s smart game design.
And if anyone still doubts whether this strategy works, just look at what happened when KONAMI put Shohei Ohtani front and center. A game that barely registers in the West became Japan’s top baseball mobile game in record time. That’s the power of knowing your audience—and giving them exactly what they want.
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