Square Enix and Marvel games are complicated. After a disappointing Marvel’s Avengers on all points (both critically and commercially), now Marvel’s Guardians of the Galaxy is also upping its game. Indeed, in its latest financial report dated February 4, 2022 and recently made public, the Japanese publisher expressed its disappointment with the sales made by the title. The details of the figures remained secret, but given the critical success, its good ratings and its trophy for the best narrative game at the last Game Awards, Square Enix doubtless thought that the public would follow. The parameters of such a commercial failure are numerous (too timid marketing campaign, game too far from Marvel movies), but for Yosuke Matsuda, managing director of Square Enix, the competition was much too strong at the time of its release. However, on October 26, Guardians of the Galaxy did not have strong competition, except for a Mario Party Superstars released in stride and which is not really aimed at the same audience. Square Enix can then blame the titles released in early October such as FIFA 22, Far Cry 6 and Metroid Dread, but again, difficult to blame them when you know that the genres are clearly different. Still, Square Enix is looking for solutions to boost sales of its game; probably through promotions and other discounts.
