Unveiling the Revitalized Square Enix Collective: A New Era for Indie Publishing

It has been six years since the last update from Square Enix Collective, the indie publishing division of the renowned Final Fantasy company. The lack of news was somewhat surprising, given the significant attention devoted to indie publishing and the fact that the Collective was founded by former GamesIndustry.biz editor and publisher Phil Elliott. Some might have assumed that the division was nearing its natural conclusion, as has been the case with other major companies that have launched and subsequently scaled back or closed their publishing labels. Notable examples include Activision Blizzard's Sierra publishing label, GameStop's GameTrust, and Sega Searchlight. In 2022, Battalion 1944 developer Bulkhead, one of the Collective's early success stories, severed ties with the company, and earlier this year, Elliott departed to become CEO of Modern Wolf. However, it appears that these developments did not signal the end of the Collective. On the contrary, Square Enix Collective is not only alive but also thriving, as evidenced by its role in publishing the hit indie game PowerWash Simulator, which has attracted over seven million players. The success of PowerWash Simulator can be attributed to the Collective's intentional decision to focus on the developers and the game itself, rather than seeking to draw attention to the Collective as a brand. According to Timea Edvi, the new director of indie publishing at Square Enix, this approach is deeply ingrained in the Collective's DNA. Edvi, who took over the role vacated by Elliott in February, emphasizes that the team's primary objective is to support and empower indie developers, rather than seeking to promote the Collective as a brand. Edvi brings a wealth of experience to her new role, having spent over seven years at Square Enix, primarily working on indie games in various brand and marketing capacities. Her background in games marketing, which includes stints at Digital Reality, Xbox, Nintendo, and Gameloft, has equipped her with a unique understanding of the needs of indie developers and the importance of effective marketing support. Edvi's transition from marketing to a more central role in the Collective was driven by her passion for game development and her desire to make a more meaningful contribution to the creation of games. As she explains, her marketing expertise continues to be invaluable in her current role, as it enables her to provide informed guidance to indie teams on how to effectively market and promote their games. The Collective's approach to game development and publishing is centered on building strong relationships with indie teams and providing them with the necessary support to create, publish, and market their games. This strategy has evolved significantly since the Collective's inception, when it initially focused on offering old Eidos IP to indie developers. With the sale of these IPs to Embracer, the Collective has shifted its focus towards working directly with developers to create unique and innovative games. The success of PowerWash Simulator is a testament to the effectiveness of this approach, and Edvi is keen to emphasize that the game's popularity is largely due to the efforts of its developers, Futurlab, who have built a strong community around the game. As Edvi looks to the future, she is eager to discover new talent and support a diverse range of indie developers. The Collective is currently working on a new game, Little Goody Two Shoes, and is actively seeking out new projects to support. Edvi's vision for the Collective is one of continued evolution and adaptation, with a focus on identifying and nurturing unique gaming experiences that might not typically be associated with Square Enix. While the current economic climate presents challenges for the gaming industry, Edvi remains optimistic, citing the Collective's fortunate position within Square Enix and the potential for games to provide an escape and a sense of community for players. As she concludes, the Collective's goal is to empower indie teams to create innovative and engaging games that can stand out in a crowded market, and to provide players with valuable and accessible gaming experiences.