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

Sony Interactive Entertainment (SIE) CEO Hermen Hulst and Astro Bot game director Nicolas Doucet recently discussed the rising importance of Astro Bot to PlayStation's future, hinting at a strategic shift towards family-friendly gaming.

Astro Bot: A Cornerstone of PlayStation's Family-Friendly Expansion

PlayStation aims to broaden its appeal with games designed for smiles and laughter.

Team Asobi's Nicolas Doucet revealed that Astro Bot's development was always envisioned as a flagship title for PlayStation, aiming for broad appeal across all ages. The goal was to establish Astro as a leading PlayStation character, comparable to its established franchises. Doucet emphasized the importance of reaching a wide audience, including both seasoned and novice gamers, particularly children experiencing their first video game. Creating positive and enjoyable experiences, filled with smiles and laughter, was paramount.

Doucet described Astro Bot as a "back-to-basics" title, prioritizing gameplay over complex narratives. The focus was on crafting a consistently engaging and enjoyable experience from start to finish. Relaxation and fun were key design principles, aiming to evoke laughter as much as smiles.

Hulst highlighted the significance of diversifying PlayStation Studios' portfolio across various genres, emphasizing the crucial role of the family market. He praised Team Asobi for creating an accessible and high-quality platformer, comparable to the best in the genre, attracting players of all ages.

Hulst stressed Astro Bot's immense importance to PlayStation, citing its pre-installation on millions of PlayStation 5 consoles as a strong foundation for future growth. He views it not only as a successful game in its own right, but also as a representation of PlayStation's innovation and legacy in single-player gaming.

Sony's Need for More Original IPs: A Strategic Shift

The Astro Bot discussion also touched upon Sony's broader strategy concerning original intellectual property (IP).

Sony's CEO, Kenichiro Yoshida, recently acknowledged a deficiency in original IPs developed from the ground up. This statement, coupled with the recent cancellation of the poorly-received Concord, underscores Sony's renewed focus on IP creation and expansion into the family-friendly market. Financial analysts see this shift as a natural progression towards becoming a fully integrated media company, recognizing the vital role of IP in this evolution.

The shutdown of Concord, Sony's short-lived first-person shooter, further highlights the strategic shift. The game's poor reception and sales prompted Sony and developer Firewalk to halt operations indefinitely, offering full refunds to purchasers. This decision underscores the risks associated with venturing into new genres without a strong foundation in original IP.