In a revealing discussion about modern game marketing strategies, former PlayStation executive Shuhei Yoshida has disclosed that he personally advised the development team behind Clair Obscur: Expedition 33 to avoid promoting their game as a turn-based RPG. The veteran industry figure, who spent over three decades at Sony Interactive Entertainment, believes that such genre labels can inadvertently limit a game’s appeal and turn away potential players before they even give it a chance. This insight into the delicate art of game marketing comes at a time when developers are increasingly experimenting with hybrid gameplay systems that defy traditional categorization.
Yoshida shared this advice during a session at the Busan Indie Connect conference in South Korea, where he was invited to discuss how independent developers can effectively pitch their projects to potential publishers. The conference, which has become an important gathering for Asian game developers and publishers, provided a platform for Yoshida to share decades of accumulated wisdom about the gaming industry. His comments were documented by Japanese gaming publication 4Gamer, quickly generating discussion among developers and players alike about the power of genre labels in determining a game’s commercial success.
The Challenge of Genre Labels in Modern Gaming
When asked whether publishers pay attention to industry trends when evaluating game proposals, Yoshida offered a nuanced response that highlighted the diversity of publishing approaches in the modern gaming landscape. He explained that the answer largely depends on the specific company and their business model. Publishers who specialize in acquiring and releasing games that are already near completion tend to place greater emphasis on current market trends, as they need their investments to pay off quickly. In contrast, publishers who become involved during the early stages of development may be less concerned with present trends, understanding that the gaming landscape could look entirely different by the time a project reaches completion several years later.
This perspective reflects a broader industry reality where development cycles for major games can span anywhere from three to seven years. A trend that appears dominant at the start of development might have completely faded by launch, while entirely new genres and gameplay styles could have emerged. This uncertainty makes trend-chasing a risky strategy for publishers investing in early-stage projects, which may explain why some prefer to focus on the fundamental quality and innovation of a concept rather than its alignment with current market preferences.
Clair Obscur: Expedition 33 and the Evolution of RPG Design
Clair Obscur: Expedition 33, developed by French studio Sandfall Interactive, represents exactly the kind of game that challenges traditional genre boundaries. While the game incorporates turn-based combat mechanics that would technically qualify it as a turn-based RPG, it also features real-time action elements, timing-based interactions, and a visual presentation more commonly associated with action-adventure titles. The game has garnered significant attention for its striking art direction, which draws inspiration from Belle Époque French aesthetics combined with dark fantasy elements, creating a distinctive visual identity that sets it apart from conventional RPGs.
Yoshida’s advice to the developers reflects a growing understanding within the industry that genre labels carry significant psychological weight with consumers. The term “turn-based RPG” may evoke images of slower-paced, menu-heavy games from earlier eras, potentially alienating players who might otherwise enjoy the game’s more dynamic and visually engaging elements. By focusing marketing efforts on the game’s unique artistic vision, real-time action components, and narrative depth rather than its turn-based foundations, developers can potentially reach a broader audience that might have dismissed the title based on genre assumptions alone.
Shuhei Yoshida’s Continued Influence on Gaming
Shuhei Yoshida’s career at PlayStation spanned an impressive 31 years before his departure in 2024, during which he held numerous influential positions including President of Sony Interactive Entertainment Worldwide Studios. In this role, he oversaw the development and release of countless landmark PlayStation titles and helped nurture relationships with independent developers through initiatives like the PlayStation Indies program. His departure from Sony marked the end of an era, but his continued involvement in industry events and advisory roles demonstrates his ongoing commitment to supporting game developers around the world. His insights remain valuable precisely because they come from someone who has witnessed the industry’s evolution from multiple perspectives—as a publisher, a platform holder, and now as an independent voice offering guidance to the next generation of game creators.
Expert Opinion: Yoshida’s advice reflects a significant shift in how games are marketed in an increasingly crowded marketplace. As genre boundaries continue to blur with innovative titles combining elements from multiple traditions, developers who can effectively communicate their unique value proposition without being constrained by potentially limiting labels will likely find greater commercial success. This trend toward genre-agnostic marketing may accelerate as players become more open to experiences that defy easy categorization.
