One part of the PlayStation puzzle that’s so often overlooked is how brilliant Sony has been at unlocking new markets.
The platform holder’s success is built on reaching territories that its competitors don’t necessarily bother with, and it’s maintained that energy with the PS5 with initiatives like China Hero Project, India Hero Project, and more recently MENA Hero Project.
The goal is multifaceted: bring unique content to its consoles and in the process attract new markets to its brand.
Speaking fascinatingly as part of the Sacred Symbols+ podcast (paywalled), ex-PS Studios boss Shuhei Yoshida provided a little further insight into the manufacturer’s path to success.
“The console market in China was very small,” he explained. “It’s growing, but it’s still very small. China as a country banned console games for many years, so there are lots of people who didn’t grow up playing on consoles.”
He continued: “In order to reinstall console gaming in the country, the [PlayStation] third-party relations team felt that we needed local games. However, because the local market for consoles in China is so small, it doesn’t make sense for developers to consider making games for PlayStation just for the Chinese market.
“So, the third-party relations team decided to support the Chinese developers to become successful globally, because the worldwide PlayStation market is large. So, by doing so, we’re seeing more games made in China, and that will eventually attract Chinese players to buy the console.”
Many of the biggest games on PS5 right now are developed in China. In addition to the free-to-play gacha games like Genshin Impact and Honkai: Star Rail, the platform holder has also strongly supported titles like Black Myth: Wukong.
It recently revealed Tides of Annihilation, a title which attracted enormous interest after the most recent State of Play.
Yoshida explained that the company’s approach is working: “The sales of PlayStation have been increasing in China. The PS5 generation is selling way better than the PS4 generation in China. In fact, I saw some news that after the release of Black Myth: Wukong last year, there were no PS5s left to buy. It sold out!”
As mentioned above, Sony’s now expanding its strategy to South Korea, with the recent releases of Stellar Blade and Lies of P. And it’ll be looking to do the same in India, the Middle East, and Africa.
There’s been a lot of talk lately about the console business being stagnated, but by reaching new audiences entirely, PlayStation aims to continue growing right across the globe. And the benefit for everyone is all-new original games, developed and designed by local teams.
[source patreon.com]
Comments 13
Some big and good games are coming from China and South Korea, can't wait to see what's next.
@1UP-HUSKY I cannot wait for Phantom Blade Zero!!
Chinese, Korean and Japanese devs have pretty much made this gen for me, the western output has seriously been lacking especially from the big guys Ubisoft, EA, Bethesda and Embracer.
Wether its JRPG's, Souls-like, Action Adventures or Gacha, there seems to be a lot of great content coming from Asian devs and most people are looking forward to their games the most.
I am currently playing Wu Kong and it is fantastic (Stellar Blade next), I am not into Gotcha games but thanks to Sammy I am aware Genshin and Honkai are 2 of the biggest (if not the biggest) live service games on PS.
Keep those Hero projects coming!!
Yep Asian developers are making much more interesting games than the west right now. At least for my tastes.
@Mostik I loved Stellar Blade so much. Hope you enjoy it!
N.i.c.e. China could make really good games for years and decades they will never passed japan legendary status in video games.word up son
Sony’s investments in China and Korea are paying off massively without requiring first-party level money. While a small portion of the audience is asking “where are the games” Sony is bringing in a large amount of money this way. Hopefully we get some more bangers out of India and Africa where they are doing the same thing.
I wonder what else Shuhei had to say 🤔 I also wonder how many articles PS can squeeze out of one podcast.
I'm absolutely loving the increased output from the East ❤️ we've had tonnes of good stuff already and there's tonnes to keep us excited still.
For me gaming will always be predominantly Japanese, but I'm happy to have South Korea and China mixing things up. I hope south Korean Devs can move away from making all their protagonists, male and female, look so damn perfect however.
Fair, but we overseas will still have our standards/expectations.
But more giving them awareness is great no doubt. China/Korea are doing great.
Even played an old Korean game (360 exclusive Kingdom Under Fire not the OG Xbox ones) that were overseas (sad that developer makes an MMO now but even still when they made good RPGs in the past).
@playstation1995 Japan will always be GOAT but i have been very impressed with China and Korea this generation.
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