In the colorful realm of Japanese gaming, a nostalgic wave is sweeping across home here in Tokyo and beyond. Decades-old video games, once the cherished pastime of a bygone era, are reemerging with a fervor that even the most seasoned gamers couldn't have predicted (unless your from that one anime about the uncle). It's a tale of old cartridges finding new homes in sleek consoles, and of players young and old rediscovering the magic of pixels and soundtracks from yesteryears. Enter two large Japanese titans of the secondhand market, Bookoff Group Holdings and Geo Holdings ( To be clear I am the Bookoff fan by far)who’s consoles crafted to breathe new life into classic Nintendo games, harking back to the golden age of the Nintendo Entertainment System, or Famicom as it's affectionately known in Japan is sweeping to say the least. It's a new-age of retro gaming, where the echoes of Mario's adventures and Zelda's quests against the evil Ganondorf reverberate through the corridors of time.

Geo's Retro Game Computer makes its debut in Japan, a modestly priced vessel at ¥2,178 ($14.50), a price tag that belies its power to whisk players away to pixelated wonderlands. It's a sensation, swiftly snatched up by eager gamers, prompting Geo to pledge its return as a permanent fixture in the gaming landscape. Not to be outdone, Bookoff unveils its own marvel, the Famicom-compatible 8Bit Compact V2, a December delight priced at ¥3,980 per unit. But it's not just the consoles that are flying off the shelves; the demand for vintage games, from the Super Famicom era and beyond, is skyrocketing, a testament to the enduring allure of gaming classics. But what draws players to these relics of the past? It's the siren call of nostalgia, embodied in the melodies of chiptunes and the charm of blocky graphics. For some, it's a chance to relive cherished memories; for others, it's an invitation to share the joys of gaming with a new generation. At Suruga-ya, the fervor for retro games knows no bounds, with sales doubling as a new wave of enthusiasts joins the fray. And in the digital realm, the Mercari marketplace buzzes with activity, as gamers trade cartridges like prized relics, with rare titles fetching princely sums. You're probably at this point thinking, “what does this have to do with design?” Bruh, chill. Its coming….

I myself have found much of my free-time in Tokyo hanging out at Super Potato when I first came to Tokyo, a small but saturated store in an obscure building in Tokyo’s own “electric town” which is filled with games I also grew up with. I get it, its great to let go not he anxiety of designing and get inspired by the pixel graphics of Zelda, Kirby, Golden Axe, Mario, Sonic, heck even have vintage street fighter on the top floor where you can pay ¥100 to show no mercy to a tourist boasting their no-loss record on their first tourist-filled trap to the gigantic metropolis. In the US, companies like Analogue manufacture top-tier gaming consoles from a time gone past from when you had to wait in line, and just pray you got yourself a copy of the new Streets of Rage, or Castlevania game. This love, and admiration for the pixel is not going away, and even if it does go out of fashion again, I will still play these games religiously as they are continues source of inspiration to me as my design work. NOW, while this is all good, what does this have to do with advertising, or marketing for that matter?

The renewed interest in retro games sparks a revival of pixel art in modern design. As I mentioned about myself, players reminisce about the charming simplicity of classic game graphics, designers are inspired to incorporate pixel art into their work. This trend extends beyond gaming to various industries, including marketing and advertising, where pixel art adds a nostalgic and whimsical touch to visual content. Marketers leverage the nostalgia associated with retro gaming to create compelling campaigns that resonate with audiences. By tapping into the emotional connection people have with classic games, brands can evoke feelings of nostalgia and camaraderie. Whether through retro-themed advertisements, social media posts, or product packaging, companies use pixel art and references to vintage gaming culture to captivate consumers and forge deeper connections with their brand. Brands embrace the interactive nature of retro gaming to engage consumers in unique ways. From creating retro-inspired mini-games on their websites to hosting virtual gaming events, companies use gaming elements to enhance brand experiences and foster community engagement. By immersing consumers in nostalgic gaming environments, brands create memorable interactions that leave a lasting impression and drive brand loyalty. Pixel art influences visual branding strategies, with companies incorporating pixel aesthetics into their logos, graphics, and overall brand identity. Whether it's designing pixel-inspired mascots or incorporating pixel art elements into product packaging, brands leverage the retro charm of pixel graphics to stand out in a crowded marketplace. This distinctive visual style not only sets brands apart but also appeals to consumers who appreciate the nostalgia and authenticity associated with retro gaming culture.

In summary, the resurgence of retro gaming inspires a renaissance of pixel design and marketing strategies. From nostalgic visuals to interactive experiences, the influence of retro gaming culture permeates various aspects of branding and marketing, creating opportunities for brands to connect with consumers on a deeper level.In this vibrant resurgence of retro gaming, it's a narrative that speaks not just to the nostalgia of yesteryear but also to the enduring power of storytelling and shared experiences. As players young and old embark on their digital odysseys, guided by the echoes of classic soundtracks and the pixelated landscapes of their childhoods, they are reminded that in the world of gaming, as in life, the adventure never truly ends.

*Still waiting on a proper 8bit Bomberman Hero sequel…