Investor Relations

Outline of Results Briefing by SQUARE ENIX HOLDINGS held on November 6, 2012

Outline of Results Briefing by SQUARE ENIX HOLDINGS held on November 6, 2012

In the Amusement segment, we released two new arcade game machines GUNSLINGER STRATOS and GYROZETTER. We regret to report that they did not start off strongly as we expected, notably with GYROZETTER, where initial card sales were sluggish.
There are two main reasons: first, profit planning for the First Six-Month Period was too aggressive. Second, the promotion strategy had to be more thorough and in-depth. We have succeeded in developing the outstanding game machine, and we expect to see much stronger results in the second six-month period.
Our aim with GYROZETTER was to create a true “arcade game,” with totally new experiences and an exciting chassis. The concept we came up with was a car transforming into a robot to battle opponents. We added a gimmick, where the chassis transforms as well, so the players would start out driving a car and then convert to control their robot.
The problem is, no one could tell that the chassis changes into a robot, because at first glance, it looks like a typical racing game.
The GYROZETTER TV animation series began last month, and watching the TV show, one would understand that a car transforms into a robot. This game, however, was launched before the start of the TV series, and because of this, we failed to get the message across to customers from the start.
Here is a TV ad clip for this game.
【Show ad clip】

Again, we failed to get the initial concept across. Knowing that it was a tie-up project with the TV animation series, we needed to link them better in our promotion schemes.
We are confident in this amazing arcade game, however, and we are excited to see better performances in the coming months.