Leona has allowed us to reach out

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It was once a genre that was the reserve of obsessives and teenage boys, but the RPG is now mainstream – and Square Enix believes that its promotional tie-in with UK pop star Leona Lewis will allow the upcoming Final Fantasy XIII to reach an even wider demographic.

Leona Lewis has become a star in such a short space of time and she appeals to the ‘now generation',” VP of brand for the PAL region Larry Sparks told MCV.

Add to that her stylish classy music, provided a great opportunity to collaborate on Final Fantasy XIII. It has allowed us to reach out and touch consumers who may never have heard of the franchise, which can only be a great thing.”

To read MCV's full interview with Larry Sparks, click here.