Koei games sold outside of Japan currently only account for 8 per cent of the company’s total sales.

That’s according to Sony Japan Studios’ senior vice president Yasuhide Kobayashi, who discussed how Japanese companies are failing to engage audiences outside of their home market.

Kobayashi claimed Koei is struggling the most, with 91.8 per cent of its sales coming from Japan, according to Joystiq. The firm’s partners at Tecmo aren’t faring any better, with Japanese sales making up 89.6 per cent of its total.

Interestingly, even Square Enix suffers from this, with 86.6 per cent of its total sales generated by Japan.

“The Japanese market is really shrinking,” said Kobayashi, going on to claim companies must “develop [a] global title” in order to survive.