Published
During an investor conference call, Square Enix’s current president, Takashi Kiru, talked about the studio’s direction for its games and, most importantly, how it promotes them. According to Kiru, Square Enix focuses too much on developing video games and too little on marketing to attract more people to them.
“We need to remember that we are not making games for the PS5. Because our portfolio includes strong IPs such as the Dragon Quest and Final Fantasy franchises, we have tended to focus our resources on content development… we need to strengthen our editorial function that drives our marketing.”
Takashi Kiru
Takashi Kiru doesn’t want the studio to focus solely on its strong franchises, but also wants to give other titles in its portfolio a chance, indie games that go outside the norm and still succeed. For this purpose, he cited the case of a Powerwash simulator and how it managed to connect with audiences despite not being part of a well-known franchise.
“I want to increase our development competence by strengthening our in-house development capabilities so that we can achieve greater diversity in our title portfolio.”
Takashi Kiru
If Kiru’s conference can be summed up in one idea, it’s that he sees the future of Square Enix as a studio that produces fewer games, but that has more notoriety thanks to solutions marketing. He will try not only to focus on his own set deductibles in Ah gamesbut also a bet on indie gamesto have solid titles that aim to reach a larger audience.
“I want to structure our development function so that we can deliver higher quality to each title by narrowing down the range.”
Takashi Kiru
