PlayStation Head Hermen Hulst shared how the company plans to build the future of its brands. Instead of releasing a large number of projects, Sony is implementing a "conscious growth" strategy to turn key series into full-fledged franchises known not only to gamers but also to viewers of TV shows or fans of other entertainment formats.
The company is now investing in transmedia projects. An example is The Last of Us series, which achieved success on television and strengthened PlayStation's position outside of gaming. Experience has shown how great the potential is for transferring game universes to other media.
According to Hulst, the main thing for PlayStation is to understand how a fresh idea can grow into an iconic franchise. The company's task is to ensure that its leading brands live independently and resonate with the widest possible audience.
Sony's new strategy involves not only releasing games but also actively developing series, films, and other formats. PlayStation plans to create global hits that will be recognizable worldwide to both gamers and viewers who have never held a console.