To understand the hype around the ISO, you must understand the business logic of the late 2000s. By 2009, the PlayStation 3 was already established, and Naruto: Ultimate Ninja Storm (the first game in the modern 3D arena series) had launched in 2008. Bandai Namco faced a choice: localize a "last-gen" 2.5D fighter for the West, or focus on the shiny new PS3 title?