Nirolak said:



Here's a paraphrased translation from Aeana of the key part:



"when a user shares gameplay videos, it generates buzz, resulting in extra attention for the game. this exposure is important for selling games"



This was in the context of Matsuda explaining why Square Enix likes to do worldwide simultaneous releases for their console games. This is from the Nikkei interview with Square Enix's CEO: http://trendy.nikkeibp.co.jp/atcl/column/16/021400099/032900007/?P=2 Here's a paraphrased translation from Aeana of the key part:"when a user shares gameplay videos, it generates buzz, resulting in extra attention for the game. this exposure is important for selling games"This was in the context of Matsuda explaining why Square Enix likes to do worldwide simultaneous releases for their console games. Click to expand...

I like this paraphrase and wording much better than the argument that it's free marketing. Saying that its free marketing shows a lack of what marketing really is.What letting players stream and share the experience really is at its core is free exposure. They don't have to pay for that penetration in to a market since people are being the bearers of the news. It means less reliance on traditional media outlets etc. The bigger companies then pair that with a marketing strategy/plan that usually pays for a message, even from streamers.It is really about embracig the way a large prt of the market shares experiences now. These kinds of thing happened when people shared books, made copies of cassettes and vhs, and same with cds and mp3s etc. In other words, the groups that thrive are the ones that recognize how people are currently consuming and sharing entertainment and media and embracing it.