Marketing to the modern gamer (not gameplay related)

This is a post about marketing techniques used by Square-Enix and how they could improve.

FFXIV is nowhere near a "dead game" and I have no intention of implying such, or anything close to that. Square-Enix has done an excellent job of ensuring a lively world. However, I feel that Square-Enix has become complacent in its marketing of FFXIV and will, therefore, lose out on opportunities to gain players. Here we go.

While watching a tech video regarding an unrelated topic, it showcased a banner ad in the video for FFXIV. The ad showed nothing related to gameplay, featuring only what seemed to be a Miqo'te Dancer spinning, smiling toward the viewer. The ad was clearly designed to appeal to the straight male fantasy. Sex sells, good on Square for acknowledging that.

But what Square-Enix doesn't know is that most gamers have come to hate this type of marketing. We relate it to cheap mobile games that rely solely on getting installs, with absolutely no substance in the game.

I know that the developers will likely not see this, but I *urge* you to fire up an ad campaign that preys on the nostalgia for MMOs such as WoW, Everquest, GW2, and of course, the Online Final Fantasy series. Feature hotbars, parties, the holy trinity of tank-DPS-healer, and communities (FCs) in your marketing materials and you'll see a surge in playerbase.

Many MMO players I've spoken to really don't know what to make of with FFXIV. Many simply confuse FFXIV with Final Fantasy mobile games.

I'm not saying Square-Enix should discontinue using sex appeal in their marketing. I'm simply proposing that other means should be explored as well. FFXIV is one of the last surviving MMOs. The genre is important to me. Thank you for coming to my Ted Talk.