Were they joking when they said it would sell 10 million? Or do they literally need for it to sell 10 million copies to make back their investment in it? From the look of it, I'd think 1 million would be a more realistic goal. Maybe I'm underestimating how well Capcom games sell in Japan.
They said that it is just something that they would like to do and think they can sell a lot, but are of course unsure if it would be attainable worldwide. They did say that they think they can very much sell 1 million copies in Japan, though. That, I agree with. It's been the most wanted game in Famitsu for some time now.
Anyway, here is what was said:
"I don't know if other Japanese developers are trying to become more global, but I know we definitely are. It's difficult, because we really want this game to sell 10 million units worldwide. We want to sell a lot and that's just something that we think we can do. We're not positive [ it will be a success]. Of course it's a risk, but that's what we want, a challenge."
"In Japan, we can absolutely sell a million units. We know that's attainable, it's absolutely doable. We have a kind of assurance that that will happen, but for worldwide that's not so much the case, and I think that's why a lot of Japanese developers are hesitant about going global. It's because they don't have that assurance that it'll be successful."
http://www.play.tm/news/34927/capcom-aiming-to-sell-10-million-copies-of-dragon-s-dogma/