Famitsu began as a humble column within a computer game magazine called Login, running from March 1985 to December 1986, before evolving into its own entity. The first issue of what would become the most influential video game publication in Japan hit newsstands on the 6th of June 1986, under the name Famicom Tsūshin. Despite a print run of 700,000 copies, the initial sales were disappointing, moving fewer than 200,000 units. This early struggle occurred in a market dominated by Family Computer Magazine, launched by Tokuma Shoten just a month prior. The editors at ASCII, the original publisher, realized that their readership was not limited to a single console. They observed that gamers were increasingly owning multiple systems, prompting a strategic shift to cover various platforms rather than just the Nintendo Family Computer. This pivot allowed the magazine to survive and eventually thrive, transforming from a niche Famicom-focused publication into a multi-platform authority.
Evolution Of A Name
The magazine underwent significant transformations in its identity and frequency, mirroring the rapid changes in the video game industry. By the 19th of July 1991, the publication had grown enough to be renamed Famitsu, and issues began appearing weekly instead of semimonthly. A pivotal moment occurred in 1993 when editor-in-chief Hirokazu Hamamura witnessed a private demonstration of Final Fantasy VI. The experience convinced him that the name Famicom Tsūshin was no longer appropriate for a magazine covering the broader gaming landscape. Consequently, at the start of 1996 with issue 369, the titles were truncated to simply Famitsu, a name that had already gained common usage among readers. The publishing rights shifted hands multiple times, moving from ASCII to Enterbrain in March 2000, and later to Kadokawa in 2013. Since 2017, Kadokawa Game Linkage, formerly known as Gzbrain, has been the publisher, ensuring the magazine's survival through the digital age with the launch of a weekly digital version on BookWalker in October 2011.The Mascot And The Fox
A unique tradition defines the visual identity of Famitsu, alternating between pop culture icons and a specific mascot on its covers. Even-numbered issues typically feature pop idols or actresses, while odd-numbered issues showcase Necky the Fox, a cartoon creation by artist Susumu Matsushita. Necky appears in costumes that reflect current popular video games, serving as a bridge between the magazine and the games it reviews. The name Necky was chosen through a reader poll and derives from a complex Japanese pun involving the word for fox and the onomatopoeia for a fox's bark. This character has become so iconic that he makes cameo appearances in games like Super Mario Maker. The mascot's presence is not merely decorative; it represents the magazine's playful yet serious engagement with gaming culture, a balance that has helped maintain reader loyalty for decades.