Square Enix defined the project as "the company's first steps toward...'polymorphic content'," a marketing strategy designed to "[provide] well-known properties on several platforms, allowing exposure of the products to as wide an audience as possible." Compilation producer Yoshinori Kitase said that when given the opportunity to expand any previous Final Fantasy title for the company's experiment in polymorphic content, he "immediately chose Final Fantasy VII," because of its status as a milestone in the series' history and its popularity among fans. He further explained that "the ending of FFVII seemed to...open up so many possibilities with its characters, more so than other games." One of the main conditions for the project's launch was to reunite the original staff members of Final Fa