Grasshopper Manufacture CEO Suda 51 Reflects on the Studio’s 25-Year Legacy: ‘Punk’s Not Dead’

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As Grasshopper Manufacture celebrates its 25th anniversary, CEO Goichi “Suda 51” Suda reaffirms the studio’s commitment to its motto: “Punk’s not dead.” Known for creating unconventional and provocative games, Grasshopper Manufacture continues to shock and stimulate players with its unique creative works.

Suda explains that the studio’s name is a tribute to the British rock band Ride and symbolizes the constant hopping between tasks that game development entails.

Gaining International Recognition with Killer 7

Grasshopper Manufacture gained international recognition with the release of Killer 7 in 2005 for the Nintendo Gamecube. The action-adventure title, published by Capcom, stood out for its intricate story about a group of assassins battling a supernatural terrorist organization.

Suda reminisces about the impact of Killer 7 on Grasshopper Manufacture’s trajectory. Prior to Killer 7, the studio primarily focused on titles for the Japanese domestic market. However, the experience of showcasing Killer 7 at E3 and collaborating with Capcom opened new doors for international opportunities.

“Having Capcom distribute our game was a really special experience,” Suda recalls. “It felt like the door to the rest of the world was suddenly opened for me.”

Political Narratives as a Creative Choice

Grasshopper Manufacture’s portfolio features games with narratives that delve into politics, such as The Silver Case. Suda clarifies that these narrative choices were not solely driven by political motives but served as a means to develop well-rounded characters and enrich the overall story.

“As I started writing up the scenarios for these titles, I would think about the main characters and come up with their ‘backbone’ and ‘surroundings,'” Suda explains. “I’d also think about how these characters would feel about and deal with politics, their governments, and other related elements, and we’d go from there.”

No More Heroes: A Grasshopper Franchise

One of Grasshopper Manufacture’s most renowned franchises is No More Heroes. The series revolves around Travis Touchdown, an assassin inspired by Johnny Knoxville from the MTV show Jackass. No More Heroes, originally an M-rated Wii exclusive, expanded to multiple platforms and garnered a loyal fanbase over the course of four games.

Reflecting on the development of the first No More Heroes title, Suda recalls the challenges and triumphs. Despite fierce competition in the action game genre, Suda believed in the game’s potential and its compatibility with the Wii console.

“When the game was finally finished, it felt like a brand new start for Grasshopper Manufacture as a game studio, especially since it was a different game from Killer7,” he says.

The recognition received by Killer7 and No More Heroes in overseas media boosted Grasshopper Manufacture’s acceptance and presence outside of Japan, validating their distinctive approach to game development.

Suda admits that financial success is not a defining characteristic of Grasshopper Manufacture’s portfolio. The studio primarily develops games on contract, which limits their earnings from royalties. However, franchises like No More Heroes and The Silver Case have provided a steady stream of income over the years.

Addressing the misconception that game developers make substantial profits, Suda emphasizes that many independent developers, like Grasshopper Manufacture, are driven by passion rather than financial gain.

The mental and emotional hit you take when you have a game canceled is pretty intense

Cancellation of games remains one of the most challenging aspects of game development, according to Suda. The studio pours significant effort and care into projects that, in some cases, never see the light of day.

“The mental and emotional hit you take when you have a game canceled is pretty intense, and it’s actually hard to put into words the things you feel when you find out that this thing you’ve put so much work and care into is just going to sort of disappear into the ether, forever. The sense of loss is huge,” Suda reveals.

Weathering Difficult Times

Over its 25-year history, Grasshopper Manufacture has faced its fair share of challenges. Suda recalls the Tohoku earthquake and tsunami of 2011, a difficult period for all of Japan. The disaster prompted many foreign employees at the studio to return to their home countries, leaving Suda to navigate the aftermath and act as CEO amidst the turmoil.

During the post-disaster period, Grasshopper Manufacture explored the mobile gaming market, collaborating with companies known as “SAP” (Social Application Provider). Suda assumed the roles of CEO for both Grasshopper Manufacture and Grasshopper Universe, a joint venture with DeNA. This transitional phase presented a unique set of challenges for the studio.

“It was totally different from a traditional consumer/console game developer role, and for a little while, all the knowledge and know-how we’d accumulated over the years as game developers felt like it was going to go out the window and become pointless. I feel it was a really tough experience for all of us,” Suda confesses.

Thanks to all the experience I’ve built up, I can make snap decisions now

However, these challenging experiences have shaped his leadership approach and strengthened his ability to make decisive choices. Suda emphasizes the importance of preserving creative freedom and avoiding undue influence from market trends and external factors while developing games.

Grasshopper Manufacture’s journey also includes being acquired by GungHo Online Entertainment in 2013 and subsequently separating from the company in 2018. The studio embarked on a new chapter and released Travis Strikes Again: No More Heroes in 2019 as an independent operation.

The recent acquisition of Grasshopper Manufacture by NetEase has opened up exciting possibilities for the studio. Suda expresses his gratitude for the opportunity to focus on completing and shipping games. With a new, energetic team of 53 members, Grasshopper Manufacture is currently developing a new IP.

“We’ve got a lot of new members…as well as more seasoned members, and we’ve got a relatively international roster going,” Suda shares.

To foster a healthy work culture, Suda emphasizes open communication and accessibility. He no longer has a private office and works alongside the rest of the team, readily available to provide guidance and support.

The key to our longevity is being able to make the people we work with feel ‘I’d like to work with Suda and Grasshopper again’

Despite criticisms and varying reception, Suda attributes Grasshopper Manufacture’s longevity to the studio’s distinctiveness and the relationships formed with its collaborators.

“I feel that the key to our longevity is being able to make the people we work with feel ‘I’d like to work with Suda and Grasshopper again’ due to the way we approach and work on our games,” Suda concludes. “How we approach our work and the people working on and around our games is the main key to our long lifespan.”

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