From what I understand, the Ubisoft NFTs failed so badly, that it didn't seem the cryptobros even wanted to do anything with them.
I'm guessing something similar could very well happen with Square Enix.
As far as anything blockchain related, definitely still buzzword territory.
If I may ask, are you suggesting that they are using lip service to try to make profit?
If so, they may utterly fail at that.
There's also basically no way to make a crypto/NFT game that doesn't have multiple people losing money for a few people who get ahead money wise. When they say "People who play for fun don't understand", it's because the system that could come from this would result in multiple people losing money and therefore having no fun at all with a video game.
In no way am I defending this, but I think part of the idea may be that you get some sort of return from it.
For example: instead of paying $70 for a game, pay $70 and get $30 back.
Of course, such a stance would be short-sighted.
I also heard the idea tossed around that they may be using the computing power that they could be using for stable online access for these NFTs, so I think they could hurt the company in the long run. Either way, I think neither the popularity nor the profit are really there.