The PlayStation Studios brand has been in the works for quite some time, and now that the massive gaming company is gearing up for the release of the PlayStation 5, they’re finally ready to launch their studio brand alongside it.
Sony, which owns PlayStation, announced that they developed a “new umbrella brand to unite its first-party PlayStation titles,” as video game concepts begin to enter into America’s cinematic universe. The PlayStation Studios brand will be launched on the same day as the PlayStation 5 later this year.
“We are really excited about this, 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,” says Eric Lempel, senior vice president and head of global marketing at Sony Interactive Entertainment.
Those who purchase a PlayStation 5 later in the year will notice a brand new opening video sequence when they turn the device on. This video will feature classic PlayStation characters from games like Uncharted, LittleBigPlanet, God Of War, and more, all of which are games that will be used as inspiration for future films released by the studio.
The goal is to have these animated assets/features that PlayStation relies on for advertising their new brand in a lot of other places outside of just the PlayStation console itself. Lempel went on to discuss how he plans on expanding the branding of the new Studio to animated shorts and other products such as packaging and game discs to spread the word. “We think this is a good way to let consumers know that, if they see it, then the quality games they’ve come to expect from us are here,” he claimed.
Sony’s PlayStation 4 games/title sequence will also begin to carry out PlayStation Studios branding, however, that transition will likely take place after the initial launch, especially considering that the studio has its hands full with the launch of PS4 games The Last Of Us: Part 2 and Ghosts of Tsushima, which Sony is planning to release this summer.
Lempel also explained that he wants the PlayStation studio brand to reach new audiences in the gaming world besides just PlayStation gamers. Specifically, Sony wants to call on work-for-hire game developers to work under the companies guidance to bring their visions to life.
“If our studios are managing the production of these games and working with an external developer, it will still come out under the PlayStation Studios brand. It doesn’t mean that we outright own the developer, but it just means we brought it up as a first-party. In a lot of cases we don’t own the developer,” Lempel said.
The goal is to expand the brand to a place it’s never been before, and what better way to do so than by bringing in the gamers who have been experiencing what the company has been releasing since its launch.