After it kicked a bunch of JRPGs out the door with near-zero hype, Square Enix president admits the company needs to get better at marketing
Jan. 18, 2024Who remembers Infinity Strash: Dragon Quest The Adventure of Dai?
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Square Enixhas a marketing problem, and company president Takashi Kiryu wants to fix it.
“Not only is content increasingly being sold digitally, but the range of devices capable of delivering content is also diversifying,” he continues. “I want us to establish stronger capabilities that enable us to market efficiently in that environment. Because our portfolio has included strong IPs like the Dragon Quest and Final Fantasy franchises, we have tended to focus our resource allocation on content development. Going forward, however, we need to strengthen our publishing function, which manages our marketing. I want to focus on putting the right capabilities in place in that domain, which will also involve some hiring.”
In addition to marketing support, the quality of Square’s release lineup has come under renewed scrutiny. Elsewhere in the Q&A, Takashi reflects on the company’s strategy of shooting wide in the hopes of finding a hit, and after less-than-stellar results, reckons that Square should now “concentrate our development resources on carefully selected new titles that we will develop to a high level of quality.”
Final Fantasy 7 Rebirthis currently getting all of Square’s love, with the marketing team even jokinglytaking credit for a green comet that passed Earth for the first time in 50,000 years.
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