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

In a recent episode of the PlayStation podcast, SIE CEO Hermen Hulst and Astro Bot game director Nicolas Doucet delved into the significance of Astro Bot for PlayStation's future strategy in the gaming industry. Their insights reveal a clear focus on expanding into the family-friendly gaming market.

Astro Bot: A Key to PlayStation's Family-Friendly Expansion

Nicolas Doucet, from Sony's Team Asobi, emphasized the ambition to elevate Astro Bot to a flagship title that resonates with players of all ages. "From the outset, our goal was to position Astro as a character that could stand alongside PlayStation's iconic franchises," Doucet stated. He highlighted the broader aim to capture the "all ages" category, ensuring that Astro Bot becomes a game that appeals to everyone, from seasoned gamers to those picking up a controller for the first time.

Doucet shared his vision of inclusivity on the podcast, saying, "We want as many people as possible to play Astro Bot, whether they are experienced gamers or first-time players, including kids who might experience their first game through Astro Bot." The ultimate goal, he added, is to bring joy and laughter to players, making the game a delightful experience that transcends age barriers.

Describing Astro Bot as a "back-to-basics" game, Doucet emphasized the focus on gameplay over narrative. "We aimed to create an experience that resonates with players from start to finish, allowing them to relax and enjoy their time with the game," he explained. The emphasis on making players smile and even laugh underscores the game's commitment to delivering a fun and light-hearted experience.

Hermen Hulst echoed the importance of diversifying PlayStation's portfolio, particularly in the family market. "Developing games across various genres, including family-friendly titles, is massively important for PlayStation Studios," Hulst noted. He praised Team Asobi's efforts in creating a game that not only appeals to a broad audience but also sets a high bar in the platformer genre, often dominated by Japanese developers.

Hulst expressed his excitement about Astro Bot's accessibility, which he believes enhances its appeal to players of all ages, from newcomers to veterans. "Astro Bot is very, very important to PlayStation," he affirmed. He pointed out the game's role as a celebration of PlayStation's legacy and innovation in single-player gaming, especially following its successful pre-install on the PlayStation 5.

Sony's Need for More Original IPs Amidst Concord's Challenges

During the podcast, Hulst discussed the evolving nature of PlayStation's game portfolio, emphasizing the importance of reaching a wider audience through varied game launches. "PlayStation's community is bigger than ever, and our portfolio of games is more diverse," he said. He highlighted Astro Bot as a testament to what PlayStation has excelled at over the years—delivering joy and celebrating collaboration.

In a recent Financial Times interview, Sony's CEO Kenichiro Yoshida acknowledged the company's need for more original IPs. "We don't have enough IPs that we've built from the ground up," Yoshida admitted. CFO Hiroki Totoki added that Sony has historically been more successful with established IPs, such as Gran Turismo and Ghost of Tsushima, but now sees the need to foster new IPs like Astro Bot.

Financial analyst Atul Goyal noted that Sony's focus on developing new IPs is a crucial step in its evolution into a fully integrated media company. "Creating or acquiring IP is essential," Goyal stated, emphasizing the risks of inaction in this competitive space.

Yoshida's comments preceded the unfortunate shutdown of Sony's hero shooter, Concord, which only lasted two weeks after launch due to negative reviews and poor sales. In response, Sony and developer Firewalk announced that Concord would be taken offline indefinitely to explore new strategies and offer refunds to all purchasers. This move underscores the challenges Sony faces in expanding its IP portfolio and the critical need for successful new titles like Astro Bot.