It is a busy arcade in downtown Tokyo, but rather than the crackle of virtual gunfire, this one is alive with the sound of music. Two gyrating teenagers step swiftly around a dance pad, matching their feet to the onscreen commands, while nearby a middle-aged couple rhythmically shake maracas in time to the electronic samba.
Welcome to the world of music videogames which, like Karaoke, are set to become the next big Japanese export. Known as Bemani in their native country, the games all work in a similar way: as a song starts the player must match moving arrows with those at the top of the screen. Depending on the title this could involve strumming a guitar, playing a keyboard or physically stepping on a specific part of a dance pad.
Emily Britt product assistant, of Konami, the official manufacturer, says: "These games are phenomenally popular in Japan and have sold about three million units altogether." And Britt feels it's more than just a trivial pastime: "These games are popular because they take their fun seriously over there, they practise at home, then they go and show off in the arcades. There are huge tournaments where competitors dance in front of packed auditoriums."
Konami introduced the first machines into UK arcades in 1998 but the games are now coming to a far more culturally significant space (in the UK anyhow) - the home. The PlayStation and Dreamcast are the main emissaries, with each console sporting a varied musical catalogue. But, while the last 18 months has seen the beginnings of an invasion, with games like Parappa the Rappa, Bust-a-Groove and the recent Space Channel 5, these games have all been controlled by the standard joypad.
This summer saw the release of Beatmania, an accurate conversion of the arcade game, which actually came bundled with a plasticated all-in-one mini keyboard and turntable. December sees the release of Sega's Samba de Amigo where the player connects a pair of maracas to the Dreamcast before shaking away to Ricky Martin and the rest. Finally, Konami is releasing Dancing Stage, which is best experienced using its 1 metre squared dance pad. So, rather than embarrassing yourself in public, you can learn your steps in private.
Another significant factor in the success of music games has been the genre's wider appeal. The UK release of Dancing Stage has been bolstered by the inclusion of western-friendly tracks by Boyzone and Gloria Gaynor, which Britt sees as important.
"We're hoping that Dancing Stage will have a universal appeal as it's certainly a far cry from your traditional shoot 'em up or a racing game," she says. The game even includes a calorie counter, making it possibly the first to ever to help you get fit. While seasoned Quake fanatics will choke on their pizza, it's likely that women, whom the mass-market needs if these videogames are ever to become truly mainstream, will be keen.
However, there are problems for companies wishing to import this Japanese musical phenomenon into the UK. A combination of cultural differences and peripheral expense has made it hard for the genre to gain more than a niche foothold.
While an average PlayStation game costs £30, a musical controller can double the cost, making it less attractive than, say, the latest football game.
Still, Britt is confident that there is a market in this country. "We have great expectations for Dancing Stage. It has wide appeal, the tracks are well known and popular. We're hoping it will appeal to peoples' sense of fun and humour, as well as their competitive streak."
Traditional British reserve suggests that it may be a while before, in true Japanese style, stressed businessman work out their frustrations on an arcade dance machine. Still, in the home at least, there are signs that the growing number of dancing titles could become a viable alternative to driving or sports games.
