A Lecture by an Industry Legend in Busan
During the annual Busan Indie Connect Festival 2026, held in South Korea from August 14 to 16, the independent industry had a unique opportunity to hear advice from a game development veteran. Former PlayStation head Shuhei Yoshida delivered a key lecture dedicated to the strategy of developers interacting with publishers. Yoshida, known for his deep market knowledge and successful projects, shared insights on how to properly present a product and avoid typical marketing mistakes in the early stages of development.
The Paradox of Trends: Why "Trendy" Doesn't Mean "Successful"
One of the central topics of the speech was the issue of following market trends. Yoshida noted that publishers' attitudes towards this issue change drastically depending on the development stage. If a publisher takes a project that is already in the "almost finished product" stage, they will certainly evaluate it through the prism of current trends. However, if we are talking about a project that has been in development for several years, blindly following fashion becomes a trap. As the expert noted, what is relevant today will inevitably become outdated by the time of release, making a bet on trends a risky strategy for long-term projects.
The Success Story of Expedition 33: Risk and Intuition
As a vivid example, Yoshida cited the development history of the 2025 hit — Clair Obscur: Expedition 33. Acting as a consultant for publisher Kepler Interactive, he tested the game's demo about two years before its release. Yoshida was impressed by the combat system, which he described as a unique combination of JRPG turn-based mechanics and real-time action, reminiscent of The Legend of Dragoon (of which he was the producer). Despite his personal enthusiastic impressions, he faced the harsh reality of the marketing of that time.
Branding vs. Genre: How to Save a Game from Oblivion
At the time when Yoshida was consulting Sandfall Interactive (the game's developers), the turn-based JRPG genre was considered outdated and unpopular. The expert warned the team directly: "The game is incredibly well made, but it is better not to call it just a turn-based RPG. That alone might make players ignore it." As a result, thanks to this advice, the game's branding was adjusted. Instead of outdated labels, the developers used terms like "reactive turn-based battles," which helped attract the attention of an audience that might have missed the game seeing the familiar genre definition.
The Domino Effect and Conclusions for the Industry
Today, in 2026, Clair Obscur: Expedition 33 is recognized as one of the best games of the year, even in Japan — the birthplace of the genre. Yoshida notes that after the success of this game, publishers began to receive a flood of proposals to create new turn-based role-playing games. This case became for him a vivid proof that success is not guaranteed by simply following market trends. On the contrary, it was the refusal to follow the conjuncture and loyalty to a unique vision, supported by competent marketing, that led to the project's triumph.
