Outline of Tokyo Game Show 2011 Keynote Speech held on September 15, 2011

*This keynote was made by the president and CEO of Square Enix Holdings in his role as chairman of the Computer Entertainment Supplier’s Association.

(Continued from previous page.)*

Furthermore, from 2007/2008 and onward, in other words since the network has become the platform, and particularly striking in 2010, the driver of growth has moved toward the communication axis. But this is only the beginning.

From 2007/2008, many companies offering new services have appeared, but we are only at the very start, and we are only at the beginning of knowing what our customer's needs are.

As we shift toward the communication axis, the hardships the old games industry faced are happening all at once.

The gameplay experience is different. The customers are different. This is an example of market disruption. Because you can do micropayments, the business model changes too. And distribution is different. All of this is coming at once. We’ve been rushed by these market disruptions. Fundamental changes are occurring. But, at this show (TGS), we can see that the big publishers have started to catch up.

I don't think this communication axis will end in one wave. I think two, three waves are coming. This will be an important battlefield for years to come.

To reiterate, this is not a competition fought only within the games industry. Beyond general purpose devices, we've reached the era of the network as the platform. Services, business models, and the gameplay experience- we'll be competing head-to-head with other forms of entertainment. While we are exposed to this competition, we'll have a greater number of users by which to do business, and the amount of chances are magnified.

Lastly, theoretically speaking, I think there is one more revolution to be had with devices. We don't know what it will look like yet.

Today’s 3D is just an optical illusion. Later, we’ll see, for example, holograms become real, or something which shows images directly into your eyes to allow you to overlay a fictional world upon the real world. Many things will come with the next axis, the output axis. There will be multiple drivers of growth on the output axis, but it will be quite a while before this happens. That's because it is a fairly large deviation from the undercurrent I mentioned earlier, and something which will take us back to hyper-dedicated devices. The output axis is not something which the standards within general purposes devices could handle; rather this innovation would probably need to be something that occurs at arcades or as part of toys.


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