FromSoftware president and longtime Souls series director Hidetaka Miyazaki says the studio doesn't make games to target a specific audience. In his case, he says he just makes the games he wants to see.
Miyazaki discusses his, and the FromSoftware team's, design philosophy in an interview with IGN. "We don't really have a set audience in mind at the start," he says. "It's very much showing that this is what I wanted to make; the motivation is that this is a game I want to see exist."