Michelle ThompsonPlayStation’s boss, Hermen Hulst, acknowledged that artificial intelligence (AI) could “revolutionize” gaming but stressed that it will never replace the essential “human touch” in game creation. Speaking alongside co-CEO Hideaki Nishino to the BBC during Sony’s 30th anniversary of the PlayStation console, Hulst discussed the company’s mixed year of successes with the PlayStation 5 and games, as well as significant job losses, a trend seen across the industry.
Game developers have faced slowing demand post-pandemic, with concerns rising about AI’s potential impact on jobs. While AI technology could automate many routine aspects of game development, there are fears it may take over the creative process, contributing to strikes by US voice actors worried about being replaced by AI.
Hulst acknowledged AI’s transformative role in gaming but emphasized that human developers would always be needed. He predicted a future with a dual demand for both AI-driven innovations and carefully crafted, human-made content, underscoring the importance of balancing AI advancements with maintaining the human element in gaming.
Discord Over Concord
Since taking charge in June, the two bosses have navigated several challenges. One notable setback was the release of the much-anticipated shooting game Concord, which ended up being a high-profile failure. Players who had purchased the game were refunded, and the studio was shut down. Hermen Hulst explained that while certain aspects of Concord were exceptional, other elements didn’t resonate with players, leading to the decision to take the game offline.
The company also faced backlash over the £699.99 price for the new PlayStation 5 Pro console, which offers enhanced gaming performance.
Additionally, the two-person leadership model, where Hulst oversees software and Hideaki Nishino manages hardware, has raised questions within the industry. Nishino defended the structure, stating that it allows both leaders to focus on their areas of expertise while collaborating to create the best experiences for PlayStation users. They pointed to the success of Astro Bot, which was released in September to critical acclaim and several game of the year nominations, as an example of their effective partnership.
Astro Bot has been named the joint highest-rated game of the year, based on reviews compiled by the aggregator Metacritic.
“We’re thrilled with the reception of Astro Bot,” said Hermen Hulst, expressing the team’s excitement about the game’s success.
However, Sony still faces challenges. Its handheld consoles have not historically matched the success of its home systems, and the CEOs remained tight-lipped about the possibility of a new PlayStation Portable (PSP) in the future.
Hideaki Nishino acknowledged the changing landscape of gaming, highlighting the success of the PlayStation Portal—a hybrid device combining a controller and screen. While the device previously allowed users to stream games from an existing PS5, it will soon support cloud streaming directly to the handheld, as part of a newly announced beta program. “We’re always exploring different ways for players to enjoy games,” Nishino added.
The Broader Perspective
One area the company aims to further explore is adapting games into films.
While early efforts by competitors—such as 1993’s Super Mario Bros. and 1994’s Street Fighter—were widely criticized, more recent adaptations, including films based on the Mario, Sonic, and Pokemon franchises, have seen greater success.
Sony has also experienced this success with the 2023 series The Last of Us and the 2022 film Uncharted, both based on games developed by its in-house studio, Naughty Dog.
Uncharted features Spider-Man actor Tom Holland in the lead role as Nathan Drake.
Mr. Hulst shared that his vision for the future includes more PlayStation game adaptations for the big screen. He highlighted God of War (2018), which is being turned into a show for Amazon Prime, as his favorite PlayStation title from the past 30 years.
“I aim to expand PlayStation IP beyond gaming and position it within the broader entertainment industry,” he added.
Creeping into Toy Stores
As the company looks ahead, it also reflects on the lasting popularity of the PlayStation console.
Originally released in Japan in December 1994, it wasn’t until September 1995 that the UK and US markets saw the launch. The console has been a major success, with each of Sony’s four home consoles prior to the PlayStation 5 ranking among the top ten best-selling gaming systems of all time. The PS5 is on track to join this list as well.
Kids playing on the original PlayStation console in Japan, 1999.
Despite being CEO, Mr. Nishino shared that he didn’t have a home console when he first started gaming. Instead, he would visit a friend’s house to play.
“I tried convincing my parents to buy Nintendo’s Family Computer [known as the NES in the UK], but it wasn’t easy,” he recalled. “Eventually, my little brother and I managed to convince them, though it felt like it took forever.”
For his co-CEO, Mr. Hulst, the experience was different—his passion for gaming was sparked by his mother, who owned a toy store. “She was a bit apprehensive about technology and would always ask me to demonstrate gaming devices to customers,” he said. “After hours, I would sneak into the store.”
He added, “That was a special time in my life, and it really ignited my love for games.”
