Yoshida stops devs from calling Clair Obscur a turn-based RPG
In the world of video game marketing, sometimes the most effective strategy isn’t about chasing a trend—it’s about challenging the label itself. Former PlayStation executive Shuhei Yoshida once offered a candid piece of advice that fundamentally shifted how indie developers talk about their games, illustrating that context often matters more than categorization.
Years ago, Yoshida observed that turn-based RPGs, particularly JRPGs, carried a significant stigma that often alienated potential players. He advised indie developers to simply avoid using the term altogether in their marketing, even for innovative titles like Clair Obscur: Expedition 33.
This insight came from his experience with games like The Legend of Dragoon, which he produced. While he was impressed by the game’s quality, he felt that labeling it a “turn-based RPG” might cause players to overlook the actual, dynamic feeling of the combat.
“It’s incredibly well-made,” Yoshida noted. “But it would be better not to call it a turn-based RPG. That alone might cause players to overlook it.”
Sandfall Interactive took this advice and made a subtle but important change. Instead of relying on the traditional genre term, they began describing the gameplay as “reactive turn-based battles.” This adjustment focused the attention on the actual mechanics rather than the genre label.
Yoshida argued that the genre stigma did more harm than good, suggesting that labeling a game as turn-based often implies a pacing that discourages active engagement. True combat, he argued, should feel fast-paced and dynamic—the kind where you are constantly dodging and timing, reminiscent of soulslike action.
By framing the experience as “reactive turn-based battles,” the game highlighted the active, moment-to-moment decisions players make, rather than focusing on the turn structure. This shift allowed the game to showcase the exciting, fluid action that was already present in the trailers.
The results spoke for themselves. Clair Obscur: Expedition 33 didn’t just successfully navigate this marketing shift; it became an undeniable phenomenon. It sold 3.3 million copies in its first month and has since surpassed eight million copies as of April.
This explosive success serves as a powerful example that ignoring established industry trends can be a strategic advantage. It demonstrated that when developers focus on the actual feel of their game, they create something truly compelling, proving that chasing the hype of a genre label is often less rewarding than focusing on unique gameplay.
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