Long-time readers of Arcade Heroes knows that we don’t just like to talk about the news – when the opportunity presents itself, we like to dive deeper into other parts of the industry. This is because the public knows very little about what goes on to bring all of these wonderful games that you find in your local arcade, from an idea to a big cabinet right in front of you.
It takes a lot more work than just a snap of the fingers, but unless we get the information to present to people, they are none the wiser.
Working once again with Dan Snook at Square In The Air (we thank him for his efforts here), we can now present to you a behind-the-scenes look at their most recent video game, GoldStorm Pirates. We’ve been covering this one since it first popped up on test, but now that it’s been out there for a few months, we imagine that you’d like to know more about what went into it’s creation.
As such, here is an exclusive interview with Shogo Ito (pictured), the producer of the most swashbuckling-infused game you can find on today’s market. Avast ye, mateys, as we embark on a rare glimpse into the studio’s development process, from early concept to global location testing, to mass production for a game that you can go out and play right now.
From Concept to Cannon Fire: Starting GoldStorm Pirates
The decision to create GoldStorm Pirates had been brewing for some time, with the desire to re-enter this realm growing with time.
“It had been a while since we released a new shooter, and it felt like the right time to create something new,” Ito explains.
While the game shares a pirate theme with Bandai Namco’s earlier title Deadstorm Pirates, GoldStorm is a standalone experience – something that Bandai Namco has pointed out since it first appeared on the scene.
“The globally beloved pirate theme was chosen to revive a classic concept, but with a fresh twist,” he says. “Instead of a dark, scary world, we opted for a more romanticised version—blue skies, exotic locations, and of course, as much treasure as we could fit on screen.”
At Bandai Namco, new game ideas start small. A compact, experienced team develops a core prototype before expanding development further. For shooters, that means creating a short, five-minute stage that tests whether the gameplay is genuinely fun.
Once a prototype passes internal muster, the team moves into broader development and early location testing. Interestingly, those tests are intentionally kept low-profile.
“We prefer to see the natural reaction when players are not expecting the game to be there,” Ito says. “That helps us gather more authentic feedback—players who stumble across a game by surprise tend to respond in ways that are more honest than those with preconceived expectations.”
Engineering the Experience: Cabinet meets Code
One of the game’s key features is its immersive cabinet, which includes a motion base, ship-steering controls, and built-in wind effects. Both the cabinet and the software were developed simultaneously—a dual-track approach that posed both creative and logistical challenges.
“We wanted to make it as exciting as possible, but we had to ensure player safety was always the top priority,” says Ito.
Designing gameplay around physical movement meant finding the right feel was critical. The ship’s steering, for instance, had to feel like navigating a storm-tossed vessel—but without overwhelming casual players.
“It’s difficult to put into words whether something feels intuitive. It has to be played and tested,” Ito notes. The team refined controls and pacing at every milestone to maintain that balance between realism and playability.
Designing for a Global Audience
With the rise of console gaming, arcades must work harder than ever to keep players coming back. Still, Ito doesn’t think player expectations for rail shooters have changed dramatically.
“Producing a game that keeps the player excited and continues playing has always been difficult,” he says. “But today, we have more powerful game engines that help us create more immersive and cinematic experiences more efficiently.”
That universal appeal is core to Bandai Namco’s development philosophy.
“Our company slogan is ‘Fun for All into the Future,’ and that’s at the heart of everything we create,” Ito emphasizes. That global mindset also impacts location testing and business strategy. While player preferences are often similar across markets, their behaviours can vary significantly based not only on cultural and societal beats but on local infrastructure too.
For example, Ito notes that regions with cashless payment systems tend to play games more spontaneously and enjoy wandering around between playing different games. “It feels different compared to Japan, where cash is still more common,” he explains. “That affects play metrics like session length and repeat plays.”
Field Testing with a Smile: The Power of Player Reactions
As mentioned, location testing is a vital yet high-stakes part of the development process. GoldStorm Pirates was tested across the U.S., Europe, and Japan to gather a broad range of feedback.
An early GoldStorm cabinet on test in Japan. Source: @ariesukobeya
“We get data and comments from operators, but the most powerful feedback comes from simply watching the players,” says Ito. “If someone walks away mid-game looking bored, that tells us something. But if they’re smiling, laughing, and clearly engaged—that’s the best signal we can get.”
One of GoldStorm’s U.S. tests
Having spent more than 20 years in the arcade industry, Ito has seen both successes and setbacks. And while not every concept makes it to market, the team’s passion remains constant.
“The hardest part of GoldStorm Pirates was the long gap since our last shooter. We had to start from scratch,” he says. “But its fulfilling, because then I can see the players’ eyes sparkle as if they’re stepping onto a theme park ride.”
Looking Ahead: Beyond the Horizon
With GoldStorm Pirates starting to take root in arcades worldwide, what’s next for Bandai Namco’s development team?
Ito is tight-lipped on specifics but optimistic about the future. “One thing I can say is that my team is very busy right now,” he says.
As physical and digital gaming experiences continue to evolve, Bandai Namco’s mission—Fun for All into the Future—seems more relevant than ever. And for players around the world, the next great adventure may be just over the horizon.
About Shogo Ito
With over 20 years of experience in game development, Shogo brings a wealth of expertise to his role. He held a principal role in previous successful rail shooter games, such as Time Crisis: Razing Storm and Time Crisis 5, driving his mission to create the best experience for all players in GoldStorm Pirates.
Once again, thanks to Dan Snook for his work on putting this together. Check out another interview we were able to conduct with his help, previously with Steph Jones.
