If you've been feeling the burn of a long wait for Kingdom Hearts 4, you aren't alone. Square Enix has finally acknowledged that its tendency to announce major titles years before they are ready for launch is a genuine issue, and the company is now "revisiting" its approach to marketing and announcements.
For fans of the series, the current wait for Kingdom Hearts 4 feels all too familiar. The game was revealed in 2022, and four years later, we have only seen two trailers. This cycle mirrors the protracted development of Kingdom Hearts 3, which was announced in 2013 and did not see a release until 2019.
A Shift in Marketing Strategy
The admission came following the company’s recent annual shareholders' meeting. In a transcript shared by the publisher, Square Enix addressed questions regarding the lengthy development cycles that have plagued major franchises, including Final Fantasy and Dragon Quest. When asked to establish clearer timelines for upcoming titles, the company admitted that the long windows between initial announcements and final releases are a "challenge" and an "issue" that negatively impacts player interest.
Square Enix noted that it is "vital" to improve its marketing to sustain engagement. The company pointed to the upcoming Dragon Quest Monsters: The Withered World as an example of its new philosophy, stating that the announcement for that title will not be far removed from its actual launch date.
The Future of Kingdom Hearts 4
While the company didn't specifically name Kingdom Hearts 4 as the primary culprit during the meeting, the title remains the most infamous example of Square Enix's early-reveal habit. However, there is a glimmer of hope for those waiting for Sora's next adventure. The fact that the game has recently received new trailers suggests that it may not be as far off as the initial silence implied, especially if the publisher sticks to its new goal of closing the gap between promotion and release.
Square Enix has long struggled with balancing excitement for its major projects with the reality of development timelines. By finally recognizing that announcing games too early causes "consumer enthusiasm to cool," the studio is taking a necessary step toward managing expectations for future releases.