How Did Square Enix Come Up With “Extreme Edges”?

So, if you haven’t heard, Square Enix has a new label for their Western games Square Enix Extreme Edges. While the moniker has an X-Games and Mountain Dew ring to it in the States, Square Enix picked “Extreme Edges” for other reasons.

Extreme stands for “supreme”, “radical”, and “intense.” Edge represents “cutting edge” and “sharp.”

When put together with Square Enix in front of it, you have a line up of cutting edge, high-quality, and sometimes experimental games. All of which happen to be developed in the West.