Just out of curiosity, is denying something over and over again, only to admit that the thing you’ve been denying actually exists considered a good marketing strategy? Does it help build the highly sought after buzz among legions of fans? With that in mind, after months of denying it, Square Enix has officially announced that their smash hit, Final Fantasy VII, is indeed coming to the PC market.

While the official date of the release is still a mystery, unless you know a secret about the phrase “Coming Soon” that I don’t, Square Enix has embraced the release with a new site devoted to the PC game (FinalFantasyVIIPC.com) and a new trailer to boot, the motivation behind the denials is a little confusing. I understand the desire for secrecy because that itself only helps build buzz, but with a game with such high brand recognition, the “hide it behind the curtain” approach seems overblown.

Whatever the case, here’s the trailer:

The new site also reveals some details about the game, including the introduction of 36 unlockable achievements. Fan profiles can also be shared with other players, which comprises Square Enix’s nod to the social media aspect of gaming. There’s also a section called “Cloud Saves,” which, as the name indicates, will give players the option of saving their current PC session to the Square’s cloud storage so it can be retrieved on another machine at a later time.

Another area of mystery concerns the price. When the word originally leaked, a price point of £7.99/€9.99 was mentioned, although, that is not listed on the official site for the PC game. Digital distribution details have been provided, and it looks like Square Enix is choosing to ignore Steam’s service, and will instead make it available at the Square Enix online store. Much like the unknown need to deny upcoming content, I’m not sure about why content creators would want to limit the amount of stores allowed to offer the content being sold. I mean, it’s easy to understand why Square Enix might want to develop their own store, but cutting off access to it to consumers who use Steam seems like a “cutting off your nose to spite your face” move.

Instead of forcing people to use your service, why not try giving them incentive to do so?