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I completely agree with Mia Consalvo, in the console video game industry, the contemporary video game has been creating a hybrid containing a mixture of two completely different cultures: American individualism culture and Japanese collectivism traditional eastern culture. Unlike other media industries where American popular culture dominated, Japanese popular culture and interests heavily influence not only American video game producers but also most of US gamers.

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The famous Japanese video game company Square Enix is a typical example of using global method in producing and distributing its products. In a console video game industry where Japanese and American companies alternatively developed their own products for the past thirty years, Square Enix has been successful in targeting both cultures. Square Enix achieves the goal of targeting global audience by using a complex mixing of format, style and content within the game and providing various languages for people in different regions throughout the world.

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One of Square Enixapos;s most successful role-playing games of the console video game globally is the Final Fantasy series. It was produced for the global audience not only through the characterrsquo;s feature, but also the story or plot in the game. Although the main character is a blue-eyed and blond hero, he has to assist a dark-haired and traditionally-dressed Japanese young woman and her band of Asia friends in order to complete the missions in a romantic and aesthetic environment within the game. Unlike most of the successful American role-playing games such as Diablo I II where a main character has to complete all the missions by himself, in the Final Fantasy, the hero needs his companions helping order to complete missions and fight in battles.

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In the World of Warcraft, a current famous role-playing game in the world, the players are not only playing their own role, but also completing the mission with some of friends. Meanwhile, every player enjoys a grand and delicate story and a wonderful game environment which is different from a typical Japanese Role Playing Game style. In addition, it was produced in various languages in order to let players from different countries to enjoy it that made World of Warcraft successful globally.

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In conclusion, in the console video game industry the Japanese and American culture have been perfect mix together within the game including contents, characters, technologies, formats and styles, particularly in the Final Fantasy series and World of Warcraft.

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