Leona has allowed us to reach out

MCV Staff 22nd February 2010 Business News

It was once a genre that was the reserve of obsessives and teenage boys, but the RPG is now mainstream – and Square Enix believes that its promotional tie-in with UK pop star Leona Lewis will allow the upcoming Final Fantasy XIII to reach an even wider demographic.

Leona Lewis has become a star in such a short space of time and she appeals to the ‘now generation’,” VP of brand for the PAL region Larry Sparks told MCV.

Add to that her stylish classy music, provided a great opportunity to collaborate on Final Fantasy XIII. It has allowed us to reach out and touch consumers who may never have heard of the franchise, which can only be a great thing.”

To read MCV’s full interview with Larry Sparks, click here.

Tags

About MCV Staff

Check Also

div [Industry news] DIVA Agency launches new community and creator division dedicated to fan engagement, creator partnerships and community building

[Industry news] DIVA Agency launches new community and creator division dedicated to fan engagement, creator partnerships and community building

Following a significant growth year in its PR & Comms division, Diva Agency today announces the launch of a new Creator and Community engagement team to lead fan engagement and influencer marketing strategy for its portfolio of entertainment clients. The new division will service the agency’s global games and entertainment client base and will serve as a strategic bridge between its high-performing creative and communications teams

© Copyright 2026, MCV. BizMedia