The CEO of SNK, Kenji Matsubara, has stepped down just weeks before the release of Fatal Fury: City of the Wolves, amid a critical context for the company. Although the official reason for his departure has not been confirmed, it is speculated that the game’s performance and the effectiveness of the advertising campaign have played a significant role in this decision.
Neither the critics nor the public are interested in the game
Despite receiving good ratings on Steam and an 80 on Metacritic, City of the Wolves has not met sales expectations. In its first eleven days, the game sold only 6,302 copies in Japan and reached a peak of 4,674 simultaneous players on Steam, figures that fall short of its beta and other competing titles like Tekken 8 and Street Fighter 6. Despite an unprecedented advertising campaign that included high-profile sporting events and a notable collaboration with figures like Cristiano Ronaldo, the game failed to make it into the top 20 bestsellers on PS5 in both North America and Europe.
During his tenure, Matsubara led a transformation at SNK, seeking to expand its development division and strengthening its sales and marketing areas with a global vision. However, the failure of ‘City of the Wolves’ has called into question the effectiveness of these strategies. With Matsubara’s departure, the company now faces the challenge of redefining its strategy in a competitive market.
The current situation of SNK is critical, and its ability to manage this transition and return the company to the path of profitability will be essential for its future. Matsubara, who will continue as an advisor, leaves a mixed legacy in one of the most iconic developers in the world of video games.