Square Enix president criticises PS3 marketing

Square Enix president Yoichi Wada has said that Sony needs to makes its marketing for PlayStation 3 more consistent if the machine is to be a success.

Reuters quotes the Japanese publishing boss saying the future for PS3 "would be tough if its marketing strategy is not straightened up".

Wada said he felt the change from promoting the PS3 as a home entertainment hub to a pure games console had confused the market and harmed the machine's fortunes.

"Sony first unveiled the PS3 as a mighty home electronics product. Then, after some badgering from game companies, it shifted the position of the console closer to a game machine," he observed.

Square Enix has been a staunch supporter of the PlayStation brand since its inception. Before and after their merger, both Square and Enix made their multi-million selling Final Fantasy and Dragon Quest games exclusive to PlayStation consoles.

However, the publisher, an influential force in the Japanese market, has recently started to distance itself from Sony. In what may indicate a shift in strategy, the next Dragon Quest game will be exclusive to the Nintendo DS.