Sony Interactive Entertainment has announced a new umbrella brand for their first-party studios called PlayStation Studios.
This new brand will launch alongside the PlayStation 5 this holiday and will only be used on games developed and managed by Sony Interactive Entertainment. This can mean games from studios that Sony owns such as Naughty Dog or studios that Sony has hired to make a game under them such as their previous relationship with a studio like Quantic Dream.
The branding will appear on box art and there will be an opening animation that will appear when you start up PlayStation Studios branded games. Sony has released that animation today and it features characters from Horizon: Zero Dawn, Uncharted, The Last of Us, God of War, LittleBigPlanet, and Ratchet & Clank but Sony says that what is shown during the animation can be changed depending on the need. This animation will also play on upcoming PlayStation 4 branded titles but games such as The Last of Us Part II and Ghost of Tsushima were already too close to being done to include it.
Here is what Sony Interactive Entertainment senior vice president and head of global marketing Eric Lempel told GamesIndustry.biz in an interview:
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.
You’ve seen the animated asset that will exist primarily during the beginning of our titles, but the brand will exist in a lot of different places. There are different, shorter animations that will exist in trailers… It will exist in advertising. It will be in any other creative assets, such as the game packaging and the game discs themselves.
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. And this brand will exist for well-known existing franchises, as well as brand new franchises that we have yet to explore.
The cinematic you’ve seen is the one that has multiple games in it, but over time, as we introduce well established franchises, we can tailor that opening a bit to possibly show the franchise over the years, new characters that have come into play… There’s a lot we can do that we’re really excited about.