Sony is investing billions of dollars in a new strategy aimed at sparking a creative revolution. This plan focuses on developing more original content and new intellectual properties (IPs) across the entire entertainment sector, from PlayStation games to films, TV series, and anime. The move marks a significant shift in the company’s approach, aiming to transform Sony from a consumer electronics brand into a global entertainment powerhouse.
In an interview with the Financial Times, Sony CEO Kenichiro Yoshida revealed the company’s new direction. He emphasized that while Sony has strong roots in technology and distribution, the future lies in content creation. “We have the technology and creation is the area where we like and where we can contribute the most,” Yoshida stated. He explained that Sony intends to leverage its technological assets, such as cameras, sensors, and other electronic devices, to enhance its content offerings in the entertainment market.
Hiroki Totoki, Sony’s Chief Financial Officer, echoed this sentiment in a separate interview. He acknowledged that the company has struggled in the past with the initial phases of creating and promoting new IPs. “Whether it’s for games, films or anime, we don’t have that much IP that we fostered from the beginning,” Totoki said. He admitted that this lack of early-stage development has been a problem for Sony, which historically excels at finding a global audience for content that has already gained popularity in its home market.
Looking ahead, this strategic pivot is expected to bring substantial changes to Sony’s entertainment divisions, particularly in gaming. For instance, Sony Santa Monica, known for the God of War series, is reportedly working on several unannounced projects, including new IPs. Other studios, like Bend Studio, are also developing entirely new projects set to be unveiled in the coming years.
