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 game's significance on the PlayStation podcast, revealing PlayStation's 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.

For Nicolas Doucet of Team Asobi, Astro Bot's ambition was always to become a PlayStation flagship title appealing to all ages. The team envisioned Astro as a character alongside PlayStation's established franchises, targeting the "all ages" market. Doucet emphasized maximizing Astro Bot's reach, hoping to attract both seasoned gamers and newcomers, especially children experiencing their first video game. The priority, he stressed, was to bring joy to players.

Doucet described Astro Bot as a "back-to-basics" title prioritizing gameplay over complex narratives. The focus was on creating a consistently enjoyable experience from start to finish. The team valued creating a relaxing and fun gaming experience, aiming for laughter as much as smiles.

CEO Hulst confirmed PlayStation Studios' commitment to diverse genres, highlighting the importance of the family market. He praised Team Asobi for creating a game that rivals the best platformers, emphasizing Astro Bot's accessibility for players of all ages and skill levels.

Hulst underscored Astro Bot's significance to PlayStation, referencing its millions of PlayStation 5 pre-installations and its role in showcasing PlayStation's innovation and legacy in single-player gaming. He sees Astro Bot as becoming synonymous with PlayStation itself.

Sony's Need for More Original IP Following Concord's Failure

The podcast also touched upon PlayStation's evolving IP strategy. Hulst noted PlayStation's expanded community and diverse game portfolio. He framed Astro Bot's launch as a celebration of PlayStation's strengths.

However, Sony acknowledges a need for more original IPs. In a Financial Times interview, Kenichiro Yoshida, Sony's chief executive, and Hiroki Totoki, chief financial officer, admitted a deficiency in original IPs developed from the ground up. They recognized a weakness in fostering IPs from the initial stages, contrasting with their success in bringing established Japanese IPs to a global audience. Financial analyst Atul Goyal linked this focus to Sony's broader transformation into an integrated media company, emphasizing the crucial role of IP in this strategy.

This discussion comes shortly after the shutdown of Sony's hero shooter, Concord, which received negative reviews and poor sales. Sony and developer Firewalk are exploring options for the game, including offering full refunds.