Agenda
The History of the Use of Sales Promotion Tools
Youichiro Miyake (Lead AI Researcher, SQUARE ENIX)
Toshiyuki Inoue (Game Development Materials Preservation Researcher, SQUARE ENIX)
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Hot Topics:
International
Track:
Culture & Sustainability, Marketing
Audience Level:
All
Format:
Lecture
Vault Recording: TBD
Audience Level: All
This presentation examines the history of Square Enix's promotional tools to clarify the roles they have played, their significance, and how they have evolved over time. This presentation also serves to document the materials and expertise I have personally handled while engaged in sales activities from the 1990s through the 2020s, and it contains historically significant insights. The term "promotional tools" is a general term that encompasses posters, promotional videos, three-dimensional POP displays, and more. I have prepared numerous examples of actual in-store displays and photographs of promotional tools, which not only hold high historical value but also facilitate visual understanding. The history of sales promotion tools runs parallel to the expansion and transformation of video game retail stores and the evolution of promotional methods, allowing us to observe changes in the nature of video game sales through these tools. This presentation systematically compiles the history of sales promotion tools accumulated by Square Enix and provides insights into this field, accompanied by a rich collection of photographs.
Takeaway
Very little has been disclosed about promotional tools to date. In this session, you'll learn what promotional tools are, the various ways they're categorized, and how they're displayed in actual stores—all illustrated with numerous real-world images. Furthermore, promotional tools reflect the culture of each country, and in Japan in particular, they have evolved in a unique way. This session will provide insight into the history of that cultural evolution. By attending this session, participants will learn what kinds of creative approaches are used at the final point of sale to stimulate users and increase their desire to purchase.
Intended Audience
Those who want to learn about sales promotion tools. Those who have an interest in and curiosity about game development in general and wish to understand the entire process—from game development to getting the product on store shelves and into the hands of users.