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Square Enix copyright. It's kind of a *****, hence why Cloud came back with exactly the same two songs and no other Spirits.
That's not my point though.This is a cursed image.
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But the reason for them being in the game is not because of who they are but their fan demand. Ridley, King K. Rool and Banjo & Kazooie all got into the game through the ballot (Sakurai said so in his Famitsu columns). Heck even the Geno and King K. Rool mii costumes were probably due to the ballot results. It had nothing to do with their impact in gaming. Geno being a supporting character from an obscure spin-off does not effect how likely he is to be in Super Smash Bros.
But didn't the other three get in just through pure fan demand? I mean Sakurai had more reason to add Ridley and King K. Rool since he seemingly had control over who he could add. Nintendo and Microsoft had no reason to add Banjo & Kazooie into Smash Bros other than pure fan demand. Phil Spencer is literally the evidence of this being the case since he had been communicating with fans about asking Nintendo to include them since the ballot came out.
My guess is that since Cloud was the last character they added into Ultimate's base game, they were more focused on getting him back.
If Sakurai wants Geno, and had the opportunity to deal with Square Enix...why isn't Geno playable yet? If he's a massively (hyperbole imho, but let's go with it) requested character and Sakurai wants him in Smash, why is he not playable and we get Cloud and Hero instead?
I think it's a valid question. They've worked with Square Enix to get Cloud and Hero in as playable characters and specifically added Geno as a Spirit and Mii Costume in the past.
If it were so simple as for Sakurai to say, "I would like Geno to be playable" why hasn't it happened yet? Hence, there must be a reason as to why he isn't playable.