Sony Uses Astro Bot to Employ Nintendo-like "Family-Friendly, All Age" Strategy

Astro Bot: PlayStation's Key to a Family-Friendly Future

In a recent PlayStation podcast, SIE CEO Hermen Hulst and Astro Bot game director Nicolas Doucet highlighted the game's significance to PlayStation's expansion into the family-friendly market. They revealed Astro Bot's crucial role in PlayStation's broader strategy.

Doucet emphasized Astro Bot's ambition to become a flagship PlayStation character, appealing to all ages. The team aimed to create an accessible experience for both seasoned gamers and newcomers, particularly children experiencing their first video game. The primary goal, Doucet stated, was to evoke smiles and laughter. The game prioritizes fun gameplay over complex narratives, focusing on creating a consistently enjoyable experience.

Hulst reinforced the importance of diversifying PlayStation's portfolio across various genres, emphasizing the strategic value of the family market. He praised Team Asobi's achievement, noting Astro Bot's accessibility and comparison to some of the best platformers, appealing to players of all ages.

Hulst declared Astro Bot "very, very important" to PlayStation, citing its success as a pre-installed title on the PS5 and its role in showcasing PlayStation's innovation and legacy in single-player gaming. The game serves as a celebration of PlayStation's strengths.

Sony's Need for Original IPs

The podcast discussion comes amidst Sony's acknowledged need for more original intellectual property (IP). Recent statements from Sony's CEO Kenichiro Yoshida and CFO Hiroki Totoki highlighted this deficiency, emphasizing the importance of creating and acquiring original IPs to maintain competitiveness in the evolving media landscape. This strategy shift follows the recent shutdown of the poorly received hero shooter, Concord.

The Concord closure underscores the risks associated with relying solely on acquisitions and the importance of cultivating original IPs. Analysts suggest that building original IP is crucial for Sony's transformation into a fully integrated media company. Astro Bot's success, therefore, represents a significant step in this direction.