Sony Revealed PlayStation Studio, New Brand Coming With PS5
To Develop And Manage Games By Sony
To unit games under one roof, Sony revealed PlayStation Studios. New Umbrella brand which will go live with PlayStation 5. The studio will be responsible to manage games developed and managed by Sony. Sony has revealed the studio via PlayStation Studios Opening Animation. A 17-second video that plays scenes from PlayStation Exclusive titles like God of War, Uncharted, Horizon Zero Dawn, Ratchet & Clank and Last of Us.
Talking to Gameindustry.biz, Eric Lempel said Sony was thinking about bringing something new that unite all the great games under one brand. The purpose of the studio is to build a strong relationship with the consumer by offering a brand that can portray the quality of games and experience they are about to get.
“We are really excited about this,” says Eric Lempel, senior vice president and head of global marketing at Sony Interactive Entertainment. “Over the last few years — and even the last decade — the strength of the titles coming out from our studios has been stronger than ever. We have been thinking about how we unite all of these great games under one brand, and really the purpose of that is to make the consumer understand that, when they see this brand, they’re getting ready for a robust, innovative, deep experience that they’ve come to expect from games coming from PlayStation. So we came up with PlayStation Studios.
- Eric Lempel – Senior VP & Head of Global Marketing Sony Interactive Entertainment
Branding of PlayStation Studios will be used in various places including at the start of game titles, along with trailers, and ads. It will be also used in-game packages and game discs. The entire objective of bringing up everything in on the roof is to let the consumer know that they are getting the best.
Sony PS4 games will also carry PlayStation Studio’s branding, and it will not be ready during the launch of The Last of Us: Part II or Ghosts of Tsushima. Upon asking about the reference of Marvel opening scene, which might inspire the studio animation intro, he shared the following statement.
What we really wanted to do was create a way to bring the consumer into the world,” he says. “When they play our games that’s the nice robust piece that happens, and then you’re transported into an adventure with rich worlds, old characters, and really captivating stories. We’re all huge Marvel fans. One of our biggest games of all time has a Marvel character in it with Spider-Man. But this is really about doing something specific for our games and our industry.
Eric Lempel’s interview concludes Sony wants to convey a strong message to its consumer by adding its studio branding. PlayStation Studios brand applies to first-party games developers like Naughty Dog, Insomniac, Santa Monica Studio, Media Molecule, and Guerrilla Games, along with games made by work-for-hire developers under Sony’s direction.