Ch. 10 - Product Concepts

Square Enix produces and sells video games which can be classified as a shopping product. Since video games are not sold everywhere, there are few competing places to buy them from. Usually, all game retailers sell at the same price. The two popular product lines that Square Enix has to date are "Final Fantasy" and "Kingdom Hearts". Each title is a series of games so far, "Final Fantasy" being the larger one.

All games of this franchise are related to each other. Whether it's connected by a simple character or two stories collide. This product line is much larger than that of Kingdom Hearts because it started way before. 

Although Kingdom Hearts has a smaller product line, it reaches more people because of its additional Disney characters. Doing this makes it possible to pull in new customers like kids and keep the old ones which are now in their late teens or are adults. Both product lines are doing well at this moment in time.