The goal is for the app to have around 1 million users in North America by the fiscal year ending February 2028, with revenue targeted in the billions of yen (1 billion yen equals $6.6 million) that year. The text will be displayed vertically for easy reading, and dialogue by characters will be placed in speech bubbles tagged by the speaker's icons. [...] Shogakukan currently releases English translations of light novels in the North American market in print or as e-books. Still, only around ten titles are available due to translation and other costs. [...] In Japan, more than 1,500 light novel titles are estimated to be published in small, paperback formats in a year. Kadokawa, Shogakukan's major rival, has taken the lead in expanding overseas in North America and in Asia. In 2021, Kadokawa bought J-Novel Club, a U.S. licensor and distributor of translated Japanese light novels.