Square Enix Details It’s New Approach To Development And Marketing


We all know Square Enix is in a bit of hot water right now with Yoichi Wada stepping down and a corporate restructure in the works. The problems over at Square Enix aren’t as a result of a poor portfolio (Tomb Raider, Hitman: Absolution, Sleeping Dogs), it’s due to lofty expectations in a down market. Details have started to trickle out two weeks after an in house briefing that outlined the companies strategy moving forward.

First off the publisher is rethinking their approach to large game development and marketing. The main change outlined will implement more of an open dialogue between the development teams and consumers. Yosuke Matsuda expressed the need to change, “We’re no longer in an age where customers are left in the dark until a product is completed,” Matsuda continued, “We need to shift to a business model where we frequently interact with our customers for our products that are in development.” This very tactic was used in the greatly drawn out development of BioShock: Infinite. The last year Infinite was in development the team at Irrational made a habit of releasing small trailers that provided updates to fans closely following the development schedule.

Equally important will be the changes to the marketing department. Making sure your advertising efforts go to the correct regions and demographics seems like common sense, but sometimes those very practices become somewhat convoluted when the scale of your business reaches that of Square Enix. The other caveat from the briefing speaks to an increasing focus on smart devices as gaming platforms.

Square Enix has been a heavy hitter in the gaming industry for decades (in one form or another). Here’s hoping that the corporate restructuring results in them sticking around for the foreseeable future.

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Dylan Zellmer

Dylan splits time between games journalism, designing video games, and playing them. Outside of his deep involvement in the games industry, he enjoys It’s Always Sunny in Philadelphia, Shameless, A Song of Ice and Fire, fitness, and family.
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