"Making customers wait for years with little to no information is being dishonest to them."
By Tim Colwill on May 29, 2013 at 9:01 am
Square Enix’s senior managing director Yosuke Matsuda has used an investor earnings call to muse on the “dishonest” way that large publishers and developers often interact with consumers.
“One could go as far as to say that in today’s times, making customers wait for years with little to no information is being dishonest to them,” said Matsuda. “We’re no longer in an age where customers are left in the dark until a product is completed.”
“We need to shift to a business model where we frequently interact with our customers for our products that are in‐development and/or prior to being sold, have our customers understand games under development, and finally make sure we develop games that meet their expectations.”
Matsuda went on to cite Kickstarter as an inspiration for a new method of customer interaction, saying it should be seen: “as a way to unite marketing and development together by allowing us to interact with customers while a game is in development.”
“Valve’s Steam Greenlight and Early Access, are also very interesting, in that they raise the frequency by which we interact with customers, increasing their engagement and reflecting customer needs. We are also looking at what initiatives are possible from this perspective. What should we present to our customers before a game is finished, how can our customers enjoy this, and how do we connect this to profitability, is something we are thinking about implementing, and which can improve our asset turnover in the process.”
Source: GamesIndustry International