Violent, edgy, Western-focused games like Grand Theft Auto were taking off, and Namco Bandai wanted a piece of that success. The company had a stable of legacy franchises like Ridge Racer and Tekken from its studios in Japan, but the Western market was growing. Iwai, a Sony veteran, says his mission was clear: to find a local hit for the new generation. In 2005, Xbox 360 was new to stores, PlayStation 3 was around the corner, media giants Namco and Bandai had just merged, and Makoto Iwai took a job as a senior vice president at Namco Bandai’s newly joined U.S.
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