 In 2003, Square Enix began developing "polymorphic content", a marketing and sales strategy to "[provide] well-known properties on several platforms, allowing exposure of the products to as wide an audience as possible".The first of these was the "Compilation of Final Fantasy VII", and Square Enix intended to have campaigns for other series whereby multiple games in different genres would be developed simultaneously.In early 2005, Square Enix announced a ""World of Mana"" project, the application of this "polymorphic content" idea to the "Mana" franchise, which would include several games across different genres and platforms.