PlayStation x Final Fantasy XVI
Creating a New Legacy Across the PS5 Ecosystem
2020-2023
After leading FFXV (15) from inside Square Enix, I approached FFXVI (16) from the platform side of the relationship.
100+ Collaborators
PlayStation x Square Enix x Sony
50+ Markets
Global Toolkit + Locally Led Campaigns
3M
Week 1 Sales on PS5
Context
FFXVI presented a different challenge from FFXV.
From inside PlayStation, the mandate was to re-engage established fans, invite new action audiences, and position the title as a next-generation experience that is best experienced on PS5.
The opportunity was not to repeat FFXV’s formula. It was to apply publisher-side best practices to add value to the platform-side — turning a AAA software franchise into driving hardware and platform goals.
Same franchise. Different side of the partnership.
Strategic Pillars
PILLAR A: Make PS5 Value Tangible
Turn the exclusivity message into tangible proof across the product experience, hardware, and retail
PILLAR B: Surround the Launch
Connect PlayStation’s owned channels, State of Plays, first-party-targeting capabilities for paid media, editorial, CRM, retail, and commerce into one audience journey.
PILLAR C: Expand Cultural Relevance
Use athletes, creators, music, Sony businesses, and locally relevant ideas to invite new audiences into both PlayStation and Final Fantasy franchises
Strategy In Market
PS5 exclusive messaging on static and video creative
PS5 Console Bundle + Limited Edition DualSense + Covers (first to market)
Expand Cultural Relevance
“Welcome to Final Fantasy” global athlete team-up
Partnerships - Sony Bravia, Sony InZone partnership, and Spotify
Locally PlayStation campaigns across Brasil,
Make PS5 Value Tangible
Surround The Launch
8-figure joint paid media campaign
Dedicated State of Play + 4 additional State of Play highlights
PlayStation Social Editorial, CRM, Retail, and Franchise Web Page (first to market)
Leadership & Impact
Expanded Partnership Scope & Visibility
CEO Jim Ryan partnership statement at FFXVI Launch Event and Sony 2023 CES inclusion
PS5 Console bundle, Limited Edition DualSense, and console covers
Sony Music, Bravia, InZone, retail, creators, and regional activation
Led Platform-Side Marketing
Applied first-hand publisher experience to align Square Enix and PlayStation around franchise integrity, platform differentiation, PS5 console bundle planning, and global launch ambition.
Led a four-person core team and aligned 100+ collaborators across PlayStation, Square Enix, and Sony businesses
Supported a PS5-exclusive global launch that surpassed 3M global unit sales within its first week.
“Our relationship with Square Enix has never been stronger. Our collaboration goes back to the start of PlayStation’s existence, back when it was known as SquareSoft. We value everything we do together and your commitment to our brand and business.”
PlayStation x FF16 launch event in Malaysia
Set the Global Center, Enabled Local Creativity
Maintaining globally consistent messaging for PS5 exclusivity
Localizing all digital and retail (software, hardware, peripherals) assets for 50+ markets
Aligning Square Enix and PlayStation local teams on 10+ regional campaigns