New strategies from Sony should favor the Brazilian gamers.
Jim Ryan, the PlayStation CEO, shared details about how the video game division needed to change the infrastructure for PS5 production. In an interview with Games Industry, Ryan said the company needed to go global to ensure a more streamlined process compared to previous consoles.
The executive explained that he has bold plans for the new platform, such as games that can make the console "hit or miss". In addition, Sony wants to bring the entire PS4 community in an acceptable transition to PS5. For the success of these tasks, Ryan said that internal changes were necessary.
We needed to seize the opportunities that globalization brings to fulfill our goals. For example, PS5 production, feature definition, development, and deployment. The process has been optimized like never before. Now product planners are having just one conversation instead of three. The previous process required reconciling conflicting positions until a consensus was reached. This does not happen anymore. We now have a conversation and we get things done.
When Ryan quotes "the three different conversations," he referred to the three PlayStation subdivisions that played in different territories (US, Europe, and Japan) over the course of 25 years of history. Although this model was a method that helped to consolidate Sony around the world, it was an inefficient and complicated way.
Infrastructure changes began two years ago and the company has been investing in operations in a global organization in San Mateo (California). Changes in the way the procedures are going will favor mainly players in the transition to PlayStation 5.
Changes beyond the PS5
Ryan said the transformations not only happened on the PS5, but also on how Sony does business. Marketing, for example, has also become globalized in producing unique campaigns that recognize the importance of regional cultures.
The first global campaign was Marvel's Spider-Man - and the numbers worked, making the title the best selling exclusive. All the action was executed once, contrary to the old model of three different contents.
However, this does not mean a generalization of marketing in the world. Ryan explained that the campaigns have global planning but "regional executions". This contributes to the gamer community and brings a more logical approach.
Europe's regional execution shows FIFA; In the United States, Fortnite is the highlight, and in Japan, who appears is Final Fantasy VII. It's a single campaign, done only once, but has variations for specific places.
Ryan finalized the topic of globalization by pointing out that "Sony's globalization does not mean Americanization." For the president, change is necessary and must follow the evolution of games because times offer new methods.
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