Square Enix Bestows New Name on Creative Business Unit 3

Not exactly a creative name change, ironically

Man if that's not the most ironic name ever.

Art and creativity is dead 😅😅😅

Can't wait for their next product "Sales Low Financial Disappointment".

Creative Business Unit is just Jim Ryan describing himself to those hot single women in his area.

The fact it still beats out the old name by a mile tells you a lot about the old name

An improvement, if a minor one. "Business Unit" is not the kind of term I like seeing associated to devs who actually create good games. Sounds more like something used to describe a group of bean counters.

Stop complaining guys. They put a lot of effort into this rebrand.

I mean, the logo is more vibrant and the words are coloured slightly differently also.

I think I prefer the original name. It’s more unique and somewhat militaristic with “Unit” in the name rather than “Studio.”. But then, conversely, I don’t actually care

Equally as terrible

This is what happens when you let the suits choose the name. I'd have gone with Creative Studio Cubed: To the MAX!!!

And with this, they are going to expect to make major revenues like film "studios" do.

@Zenos Yes it was! only 42 days until we all break the servers again!

spits out coffee
I didn't see that one coming, talk about a left-field name change.

Shhh guys, let’s not complain too much or they’ll give the rebranding job to the guy who penned some of their game titles.

A very strange publisher.

As I've heard repeated numerous times in the last year, they have run out of Western studios to blame their follies and losses on. I'm interested to see if this will lead to actual scrutiny for the 3 creative units

I suppose they're trying to make the name sound less cold and businessy, but how (ironically) uncreative that name is means that it still sounds just as cold and businessy as before. Waste of time. Or, perhaps, they could have given it an actual name...

Why's it called that? Is there a 1 and 2?
Terrible name, but still better than what they had before.

I’m fine with either name. This team has been making great games, so it doesn’t matter. My love for Final Fantasy 16 definitely owes some to playing Final Fantasy 14 since A Realm Reborn beta more than a decade ago. Yoshi P isn’t known for the brooding protagonist of Final Fantasy stories gone by, and I appreciate that.

So...still bland name making still bland games? Haha

They renamed all of their internal studios from “Creative Business Unit” to “Creative Studio.” Not just CBU3

Kind of shocked they didn't go with Creative Studio III: Reformation of Business Unit: Reunited

“We recognized Yoshida’s massive contributions to the company and thus we have upgraded him from silver tier to gold tier.”

Doesn’t matter. The name of my department changed once after 30 years and now it changes every time we get a new VP. No one really cares except the people who changed it and think it shows how powerful/smart they are.

They could call it ABC123 HOLDINGS LLP and as long as they make good games its all good.

I don't want to be rude here.

This name smells like a short term development studio.

@CutchuSlow There are 5, with CBU 1 from Kitase with FF, SaGa and KG, 2 is for Octopath/Nier/Dragon Quest 4 & 5 are mobile and other games.

@Strikke oh thanks. In that case they need to rename them all with different names otherwise it just looks bad.

@CutchuSlow ha ha