Square Enix looking to Kickstarter and Greenlight as inspiration for better customer interaction

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By 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

4 comments (Leave your own)

I remember the good ol’ day of 3D Realms when they were developing Shadow Warrior. I used to go back to that website at least once a week to check out to see the latest update, batch of screenshots, comments from the developers re difficulties and triumphs in developing that game. I really love developers who interact like that with their customers. I can understand why it wouldn’t happen often, but getting an insight into behind the scenes is quite often very compelling.



Couldn’t agree more. Star Citizen is doing a fantastic job of it. The information they’re releasing usually has me enthralled when I’m reading it.

Same with the Planetary Annihilation guys, they’re feeding some real technical information to the community, and they’re just loving it.

I love Squenix, since the early days on FF IV (My first). If they can start interacting more, then good on them. A bit of transparency goes a long way with a community. I think that’s why CCP are so popular.


Someone please forward this to the Live For Speed devs lol!


lol @ reading this article after reading the blizzard titan article…

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