What Is Square Enix’s Idea Of “Globalization”?

By Ishaan . July 30, 2010 . 3:18pm


We’ve heard Square Enix president, Yoichi Wada, discuss the company’s globalization plans time and time again. And yet, it’s never been quite clear what Square define as “globalization” other than that they want to increase sales of their games in overseas territories.


On the fan and consumer front, some feel that globalization means westernizing the company’s Japan-centric franchises. Others believe that it involves setting up shop in more territories to develop games for the local audience. However, neither of these are necessarily the case.


“Our global development is not the release of all titles in all regions, nor is it game development in a certain region for meeting any individual, regional taste,” Wada said in a message to investors in the company’s annual financial report.


“As we maximize the unique strengths of each title, sales performance may vary depending on regional preference. The globalization we pursue achieves an optimal balance of products across the Group through combinations of such strong titles.”



So, the point isn’t to westernize Dragon Quest or Final Fantasy or to “Japanify” Lara Croft — it’s to make sure Square have a healthy amount of content selling in each part of the world. Wada points to this past fiscal year as a good example of his globalization vision, where Final Fantasy XIII, Batman: Arkham Asylum and Dragon Quest IX drove sales across the globe.


Kingdom Hearts 358/2 Days and Dragon Quest VI are listed as million sellers as well. Combined sales of these titles worldwide led to an increase in Square’s operating profit — earnings before taxes and interest deductions — over the previous year by 254%.


Wada further states that in a connected world, user location has little meaning these days. Rather, culture and language are larger factors that segment the market. An even more vital issue, he believes, is “segmentation by individual customer preference.” Now that Square have established a globalization “skeleton” through the acquisition of Eidos, they plan to add “nerves” and “muscles” to it, going forward.


In terms of geographic expansion itself, China is next on Square’s priority list, as Wada feels his company’s profit ratios are being surpassed by certain major Asian game publishers.

  • For some fans, they feel that roiding up the main character is Square Enix’s take on “globalization”, as demonstrated in Nier.

    • holyPaladin

      I love SE “globalization” if they release games like Star Ocean TLH International which got Japanese voice with English text..

      • Plus French, Italian, German, Spanish and Japanese text. I hope these new globalization efforts mean more multi-language, region-free (whether that means PS3 or non-region-locked 360) releases too…

  • Sqaure’s idea can be summed up in two points
    1.Publish other peoples games
    2.Front Mission Evolved

    As you can see one of these options is a terrible idea.

  • Are there sales figures for Dragon Quest IX yet? I’m curious how that game has done here. I haven’t purchased it myself yet but I will as soon as I get a little burnt out on Monster Hunter Freedom Unite

    • None yet for western territories.

  • lostinblue

    What is Square-Enix idea of “Globalization”?

    It’s… All over the place! (pun intented)

    • I thought you were referring to Kingdom Hearts’ “plot.”

      • lostinblue

        That works too! :D

  • karasuKumo

    I hope it does mean opening up to the rest of the planet more. It’s only a matter of time until they release a console ¬_¬ I love SE but it seems like they are taking over the planet publishing everything possible lol and 254% … DAMN!!

  • Jirin

    Here’d be a better idea of globalization that Square and Namco should think about.

    If you don’t want to publish your game in America, let XSeed do it.

    No financial risk for you, no pissing off your overseas fans. Everybody wins!

  • *Wesker voice, savors each word* complete… global… saturation.

    • MisterNiwa

      I like dat.

  • Scallion

    Hopefully, whoever is working on their localization aren’t the same marketing goobers who don’t know the incredibly negative connotation of the word “globalization”.

    So many tions.

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