Square Enix president Yoichi Wada has disputed the notion that the demand for games has levelled off, instead suggesting that the industry is about to enter a new period of growth having now established itself as an entertainment genre.

“Some people say that demand for games has levelled off. In some respects this is true, but in others it is not. Until now, the history of the game industry has mainly been about broadening horizons, meaning developing territory and increasing customer base. I think some people say it's levelled off because they believe this growth has almost reached its limit,” Wada said in a joint interview with Eidos CEO Phil Rogers.

“However, we believe this is in fact the foundation for the second stage of growth, and that it proves that games have become established worldwide as another genre of entertainment. From now on, it will grow further as an established mainstream entertainment, and there will be further convergence of media and entertainment.”

Wada said that Square Enix and Eidos would contribute to this new period of growth by creating titles that “spread happiness” around the globe.

“Starting with games, all the contents we provide are the ingredients for our customers' happiness. The key is a deep understanding of each and every one of our customers. And when it comes down to it, our competitiveness depends on the quality of our contents and service. By making Eidos part of the group, we aim to strengthen further our commitment to product development and to be at the vanguard of the second stage.”