Unveiling the Mystery Behind Square Enix Collective's Low-Key Publishing of PowerWash Simulator

It has been six years since our last conversation with Square Enix Collective, the independent publishing arm of the renowned Final Fantasy company. Despite being a significant player in the indie publishing scene, the Collective has maintained a surprisingly low profile, leaving many to wonder if the division was slowly fading away. However, it appears that this was not the case, as the Collective has been busy publishing hit indie games like PowerWash Simulator, which has garnered an impressive seven million players. The game's success can be attributed to the Collective's strategic decision to focus on the developers and the game itself, rather than drawing attention to the Collective as a whole. According to Timea Edvi, the director of indie publishing at Square Enix, this approach has been a deliberate choice, driven by the team's desire to prioritize the needs and goals of the developers they work with. Edvi, who took over the role in February, brings a wealth of experience in marketing and publishing, having worked with various Hungarian studios, Digital Reality, and Gameloft. Her background in marketing has proven to be an asset in her current role, as she is able to provide valuable insights and support to indie teams. The Collective has undergone significant changes over the past year, particularly with the sale of Square Enix's Western studios and IPs. However, Edvi assures that these changes have not impacted the Collective's day-to-day operations. In fact, the team has been working closely with Crystal Dynamics on Tomb Raider-themed DLC for PowerWash Simulator, demonstrating their ability to adapt and collaborate. The Collective has also moved beyond its initial concept of offering old Eidos IPs to indie developers, instead focusing on building relationships with teams and helping them create, publish, and market their games. This approach has led to the discovery of unique and innovative games like PowerWash Simulator, which has become a testament to the Collective's evolution and growth. As the Collective looks to the future, Edvi emphasizes the importance of finding and supporting diverse teams, as well as creating games that are inclusive and engaging for a wide range of players. Despite the current economic climate and the challenges faced by the indie scene, Edvi remains optimistic, citing the safety net of being part of Square Enix and the potential for games to provide an escape and a sense of community for players. The Collective is currently looking for new and exciting projects, with a focus on unique games that can bring something fresh and different to the table. With Edvi at the helm, the Collective is poised to continue its mission of supporting and empowering indie developers, and bringing innovative games to the forefront of the industry.