Sony's Astro Bot: A Family-Friendly Strategy Echoing Nintendo

In a recent episode of the PlayStation podcast, SIE CEO Hermen Hulst and game director Nicolas Doucet shed light on the pivotal role Astro Bot plays in PlayStation's strategy to expand into the "family-friendly" gaming market.

Astro Bot Is “Very, Very Important” For PlayStation in Expansion to “Family-Friendly” Market

PlayStation Wants You to Smile and Laugh with Their Games

Nicolas Doucet, the game director from Sony-owned Team Asobi, has set ambitious goals for Astro Bot. From the outset, the team aimed to elevate Astro into a character that stands shoulder-to-shoulder with PlayStation Studios' iconic franchises. Doucet emphasized the broader vision, stating, "I think there's a bigger meaning to all of this—I think it's to really capture the 'all ages' category."

During the podcast, Doucet, alongside SIE CEO Hermen Hulst, expressed the desire to reach "as many people as possible" with Astro Bot, including both seasoned gamers and first-time players. He highlighted the importance of the game as a potential first gaming experience for children, aiming to "put a smile on all of these people's faces." Doucet described Astro Bot as a "back-to-basics" game that prioritizes gameplay over storytelling, ensuring a fun and engaging experience from start to finish. He added, "Being able to relax in front of games and have a good time—making people smile—laugh, even; not just smile—laugh with the game is really, really important."

When questioned about the potential for more resources to be allocated to family-friendly titles, CEO Hulst underscored its significance, stating that developing games in "various genres" and focusing on the "family market" is "massively important" for PlayStation Studios.

Hulst further elaborated on the project's origins, noting a playful challenge to Team Asobi to match the excellence of Japanese platformers. He praised the team for delivering a game that "plays like some of the best in that genre," emphasizing its accessibility to players of all ages. "Astro is very, very important to PlayStation," Hulst affirmed, pointing to the positive reception of the Astro's Playroom pre-install on the PlayStation 5 as a launchpad for the new game. He described Astro Bot as not only a great game in its own right but also as a celebration of PlayStation's innovation and legacy in single-player gaming.

Amid Concord Flop, Sony Says It Needs More Original IP

In the same podcast episode, Hulst reflected on PlayStation's evolving game portfolio, which now caters to a broader and more diverse audience. He emphasized the importance of game launches and the business perspective he brings to his role as CEO of the Studio Business Group at SIE. Hulst noted that targeting various genres, with a special focus on the family market, is crucial for PlayStation Studios. He highlighted Astro Bot as a celebration of joy and collaboration, embodying what has made PlayStation great over the years.

Sony's chief executive, Kenichiro Yoshida, recently spoke to the Financial Times about the company's need for more original IPs. He admitted that Sony lacks IPs developed from the ground up, stating, "Whether it’s for games, films or anime, we don’t have that much IP that we fostered from the beginning." CFO Hiroki Totoki echoed this sentiment, noting Sony's historical success with established IPs like Gran Turismo, Bloodborne, Ghost of Tsushima, and now Astro Bot.

Financial analyst Atul Goyal suggested that Sony's new focus on original IPs is a natural step in its expansion into a fully integrated media company. He stressed the importance of IP creation, warning that inaction could allow competitors to seize the opportunity.

Yoshida's comments preceded the recent shutdown of Sony's 5v5 hero shooter, Concord, which launched to negative reviews and poor sales. Just two weeks after its release, Sony and developer Firewalk announced that Concord would be taken offline indefinitely to explore future options. The team promised full refunds for all purchases on PS5 and PC, and while the game was initially set to be part of Amazon's Secret Level series, its future remains uncertain.