Mat­suda joined Square Enix Hold­ings in 2001 as a se­nior vice pres­i­dent, ris­ing to Square Enix com­pany di­rec­tor and chief fi­nan­cial of­fi­cer in 2004. He was ap­pointed com­pany pres­i­dent and chief oper­at­ing of­fi­cer fol­low­ing the res­ig­na­tion of Yoichi Wada as part of a costly, com­pany-wide re­struc­ture in 2013. Seek­ing to shore up rev­enues out­side Ja­pan, he has de­cen­tralised the com­pany’s project ap­proval process – a sig­nif­i­cant change of ap­proach given the very hi­er­ar­chi­cal na­ture of Ja­panese cor­po­rate cul­ture in gen­eral – and put the em­pha­sis on mo­bile and games-as-ser­vices. His ef­forts have helped bring about a 20 per cent rev­enue jump for the fis­cal year end­ing March 2017, de­spite the loss gen­er­ated by Square Enix cut­ting ties with Hit­man de­vel­oper IO In­ter­ac­tive.

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