Square and EA execs desperately stall for Squall at FF8 E3

Video game events have always been a blend of dazzling spectacle and behind-the-scenes drama. While modern expos are slickly broadcast live streams, some of the most memorable moments in gaming history unfolded during the era of massive press conferences—events that showcased ambitious projects with a mixture of excitement and pure, unadulterated awkwardness.

One such moment, immortalized by video, involves Square’s highly anticipated 1998 US debut of Final Fantasy VIII. Rather than a smooth reveal, the event became a masterclass in stalling, turning what should have been a grand unveiling into an exercise in corporate hesitation.

In 1998, Square was riding the wave of success from Final Fantasy 7, yet the introduction of Square Electronic Arts—a joint venture with EA to bring Japanese titles to North American audiences—was handled with palpable tension. The E3 1998 press conference was meant to detail this partnership, featuring major titles like Parasite Eve and Xenogears alongside the much-awaited Final Fantasy VIII.

But when you look closely at the raw footage captured by attendees, the narrative takes a fascinating turn. An attendee named Anthony Parisi happened to be filming the event on a camcorder, and his resulting tape has surfaced as a treasure trove of historical insight into the debut.

This archival footage is widely considered possibly the only surviving video of the US debut of Final Fantasy VIII. It captures the moment not just of the announcement, but the sheer human experience of trying to deliver it: six minutes where Square and EA representatives fumbled with the projector, leading to a sequence where an audio track played repeatedly while the visual content remained mysteriously blank.

Minutes dragged by as the audience grew restless. The awkward silence, punctuated by attempts to get the equipment running, offered a wry commentary on the formality of the industry. It was a classic press conference—a performance for the media—before the livestreaming era completely redefined how games are introduced.

When the lights finally dimmed and the trailer did appear, it debuted with soundtrack and impressive CG footage of Squall, providing a moment of pure payoff after the prolonged anticipation. It serves as a perfect reminder of what those early events truly were: forums for publishers to present their work to buyers and the public.

Beyond the spectacle, this historical moment offers a fascinating glimpse into the evolution of business practices within the gaming world. Amidst the backdrop of constant industry shifts and mass layoffs that followed in the late 2000s, one statement from then-EA President John Riccitiello stands out as profoundly forward-thinking.

“As opposed to many joint ventures, this one will actually create jobs, as opposed to reduce jobs in the industry,” Riccitiello argued. He emphasized that the partnership was an “effectiveness proposition,” designed not for efficiency but to build both the businesses of Square and EA.

While the larger corporate landscape has changed dramatically since 1998, the foundational impact of these partnerships endures. Square Electronic Arts successfully brought some of the best JRPGs to North American players, laying essential groundwork that continues to shape the industry today.