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The application (app) icon for the Final Fantasy Record Keeper (FFRK) smartphone game, co-developed by Square Enix Co. and DeNA Co., center, is displayed on an Apple Inc. iPhone 5 smartphone in this arranged photograph in Tokyo, Japan, on Monday, August 10, 2015. From Tokyo, teams at DeNA, GungHo Online Entertainment Inc. and other companies watch players around the world to see what's catching on or falling flat. They roll out new features when things get dull and, just as importantly, ease up when things are too crazy. Photographer: Kiyoshi Ota/Bloomberg via Getty Images

The application (app) icon for the Final Fantasy Record Keeper (FFRK) smartphone game, co-developed by Square Enix Co. and DeNA Co., center, is displayed on an Apple Inc. iPhone 5 smartphone in this arranged photograph in Tokyo, Japan, on Monday, August 10, 2015. From Tokyo, teams at DeNA, GungHo Online Entertainment Inc. and other companies watch players around the world to see what's catching on or falling flat. They roll out new features when things get dull and, just as importantly, ease up when things are too crazy.  Photographer: Kiyoshi Ota/Bloomberg via Getty Images