Square Enix, one of the giants in the gaming industry, is known for creating video games with compelling narratives as well as detailed graphics and immersive gameplay. However, the Japanese developer also has a reputation for being somewhat stingy when it comes to marketing its games. After facing criticism for the lackluster sales of its recent titles due to alleged insufficient marketing, Square Enix seems to be taking a different approach with the much-anticipated Final Fantasy 16.
The developer was under fire when Marvel's Avengers, Marvel's Guardians of the Galaxy, Outriders, and Forspoken didn't meet sales expectations. Critics argued the underperformance was largely due to the relatively minimal marketing Square Enix put into promoting these titles. The company never directly responded to these criticisms, but it appears Square took the feedback onboard and changed its marketing strategy for the upcoming release of Final Fantasy 16.
Final Fantasy 16, an exclusive game for the PlayStation 5 (the PC version isn't set to come until much, much later), is surrounded by buzz and excitement. It also doesn't hurt that Square is treating fans to a pre-launch celebration live stream featuring several noteworthy appearances, including the game's producer, Naoki Yoshida, musician Alex Moukala, and even Santa Monica Studios writer Alanah Pearce. But the biggest news that had fans on the edge of their seats is the potential release of a game demo.
After the demo was a no-show at Summer Game Fest, all signs point to the demo coming out for the livestream scheduled for Sunday, June 11.
Further proof of this came when eagle-eyed observers saw a Spanish TV spot for Final Fantasy 16, which aired during the UEFA Champions League finals and ended with the phrase "play the demo now." The news spread like wildfire, exciting fans worldwide and further fueling anticipation for the demo. However, Square Enix has yet to officially confirm the release date of the demo.
— Tommaso Petri (@Rosfield16) June 10, 2023
The hype around Final Fantasy 16's demo release seems to be just what Square Enix needed after their recent setbacks. Its marketing efforts have noticeably improved, with new TV spots airing and large-scale marketing initiatives being rolled out across various platforms. The promotion hasn't been limited to commercials. A new wave of FFXVI marketing has taken over billboards in major cities, ads on Twitch and YouTube, and during significant events.
The release of the new trailer for Final Fantasy 7 Rebirth during the Summer Game Fest further demonstrates Square Enix's shift in marketing strategy. The second part of the FF7 Remake series, Rebirth, sees our heroes venturing outside of Midgar into a wider world. While fans may be disappointed that the FF16 demo did not debut at the event, the promise of a new Final Fantasy 7 installment is a considerable consolation.
With the clock ticking down to the Final Fantasy 16 launch, the gaming world watches in anticipation. Will the demo meet the high expectations set by fans? Will Square Enix's new marketing approach prove successful? All eyes are now on June 11. Regardless of the outcome, one thing is certain: the world of gaming is eagerly awaiting the release of Final Fantasy 16.
