"SQUARE ENIX EXTREME EDGES". Why Does Square Enix Launch a Western Games Label?

"SQUARE ENIX EXTREME EDGES". Why Does Square Enix Launch a Western Games Label?
	SQUARE ENIX is launching a new label.
	You mean "SQUARE ENIX EXTREME EDGES" right? Here is the press release. By the way, "overseas" here is in terms of Japan. This is an announcement for Japan market. "'SQUARE ENIX EXTREME EDGES' will choose the best Hi-end games overseas to sell in Japan, including our 'Eidos' brand. SQUARE ENIX had started selling other publishers' games in and outside Japan from 2008, with the ambition to invoke the Japanese market with various genres throughout the world, and strengthen our presence as a game publisher in the global market. In the future, we will enlarge our lineup and provide more high quality content." (from SQUARE ENIX Press Release)
	What is this really for?
	If western games can sell better in Japan, they will be comfortable.
	Comfortable?
	Yep. Till now, Japan alone is a special market, good seller in Japan can't do the same overseas. On the contrary, oversea blockbuster selling 10 million copies can't just sell 0.1 million in Japan. Our market is so different from the world and they need to design games only for Japan, and that's just troublesome.
	Specially designed for each region is troublesome?
	It's better if a game can sell good in every country. Also, games specially designed for a certain country can only get limited sales.
	How are these relate to "SQUARE ENIX EXTREME EDGES"?
	Take it this way: they're teaching persistence Japanese to play western game. If Japanese play more western games, SQUARE ENIX's subsidiary "Eidos" and other publisher relying SE to sell their games in Japan can make a better profit.
	It that too optimistic?
	It is possible in the future. Although improving slowing, western games are selling more now. That's just can't imagine in the past. If SQUARE ENIX can strengthen the trend, it really can get a profit.
	Huh.
	Japan's game market is 20% of the world. If a 10 million western blockbuster can sell in Japan with that ratio, it should be able to sell 2 million copies. In future, that is not impossible. Even though it can't reach that high, half or one fourth is still a good result.
	Half of the best scenario will be 1 million, one fourth will be 0.5 million huh,
	It will be too late to act when the trend fully appear. For the sake of that time, and also to make that time come, they create this western game label. If they make some result now, foreign company will choose SQUARE ENIX as the only Japan publisher.
	Thinking that way, it is really an important move.
	Then we need to see how fast Japanese would get use to western game. Actually some western games had sold good, e.g. "Grand Theft Auto 3". The problem is promotion and genre. If they can solve it, this label can succeed.
	I hope so.
	However, Japan-oriented game may disappear if the label succeed, as Japanese game maker would concentrate on wesren game. Anyway, let's look forward.