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Kawazu questions need to target markets differently

Final Fantasy XII producer Akitoshi Kawazu has questioned the idea of whether games should be targeted at different global markets - something he says Square Enix doesn't practice.

Final Fantasy XII producer Akitoshi Kawazu has questioned whether games should be targeted at different global markets - something Square Enix doesn't practice.

Speaking in an interview with GamesIndustry.biz, Kawazu said, "When we're making [FFXII] we really don't think in terms of Japanese players, American players, European players. I think if you stop and start looking at features, and saying, this will work in Japan, this won't work in America, this will work in America but won't work in Japan - then it's very difficult to make anything at that point.

"Ultimately, we're making all of our decisions based on what we think will make for the best game," he continued.

"I think this is something that's true not just in gaming, but in general when you're creating something - you have to make something that first and foremost, you think is appealing and is going to have an interest to people. In that regard, we really don't think about what particular market group we're developing something for."

However, Square Enix does treat markets differently with regard to when games are released - Final Fantasy XII, for example, won't be out in Europe until nearly 12 months after the Japanese launch.

"Naturally, in a perfect world, we would also love to have the game released simultaneously worldwide. Realistically speaking, there are a lot of reasons that make that impractical," Kawazu explained

"There is very much a movement within the company to try and shorten the time it takes to do that, but there are a lot of practical things that make it difficult, and hopefully in the future it can be made a little bit shorter."

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Ellie Gibson

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Ellie spent nearly a decade working at Eurogamer, specialising in hard-hitting executive interviews and nob jokes. These days she does a comedy show and podcast. She pops back now and again to write the odd article and steal our biscuits.