Square Enix’s New Market Strategy: AI, NFTs, and Expanded Player Base
In 2024, gaming giant Square Enix is set to embark on a new market strategy that may have far-reaching implications for the industry. A renewed relationship with Microsoft will see the company expanding its player base by adding some games to Xbox, with titles such as Final Fantasy XIV and rumors of the highly anticipated Final Fantasy VII Remake making their way to the platform.
However, Square Enix’s commitment to cutting-edge technologies goes beyond console partnerships. The company is also delving into the controversial realms of AI and the now contentious Web3 and NFTs.
The use of artificial intelligence in video games has been a hotly debated topic, especially in light of the Hollywood actor and writer strike of 2023. Despite the public and industry uproar, Square Enix has announced its intention to incorporate AI technology into its games, with Foamstars being the first example of this foray.
Foamstars, a Splatoon-like shooter with foam weapons, is set to release on PlayStation consoles on February 6. The game will feature AI-generated art, particularly for its iconography. In response to VGC, game producer Kosuke Okatani clarified that while the core elements of the game are handcrafted, the use of artificial intelligence accounts for a small percentage, specifically in creating illustrations for the game’s soundtrack tracks.
While the use of AI in this capacity may not be considered overly intrusive, it has sparked concerns among some artists within the gaming industry. Critics argue that this sets a new precedent that may devalue the work of traditional artists.
Square Enix’s policy on the use of artificial intelligence has sparked widespread debate within the gaming community. As the company continues to innovate and experiment with new technologies, the industry may witness a defining moment that shapes the future of game development.