While it's true to say Square Enix are trying to exploit the 'Final Fantasy' brand on mobile, I don't think the 'FFXV' part of A New Empire is really contributing much. Square's marketing yens are more than enough to push the app to people, and the festering turd itself will get it's claws into suckers and extract their money. The 'success' here does not come from the brand, it comes from an effective monetisation loop coupled with heavy advertising.

Does the brand give some kind of boost to their downloads and revenue? Sure, yeah, but I struggle to believe that that's a large influence. So while it's convenient for them to extract just a little bit more of the cash and dignity out of this franchise, the success of one app - out of a great many attempts that were far less successful - isn't going to affect their future plans for the franchise as a whole. If anything this feels kinda like trying to squeeze the last bit of toothpaste out of the tube before you throw it in the bin.