When the fifth phase of the video game is reached, the game has already finished the training period for the player. It’s time to combine and introduce new elements that will surprise the player and turn the experience into something that avoids repetition. That’s where the PlayStation 5 itself is, which has been on the market for three years now and aims to meet the new challenges of the sector.
Today, video games are intertwined with cultural essence. PlayStation has remained extraordinary during the changes of an industry that is no longer pure entertainment. Now his works are looking for something more. Jorge Huguet, CEO of PlayStation in Iberia, Mediterranean, Adriatic and Balkans, explains during an interview with EL ESPAÑOL the keys that allowed them to be “cultural” and “established” in Spain.
He believes that part of the success in this sense is related to how to approach the youngest consumer “faster”. “The things that you experienced as a child and that meant something important in your life, you notice when you grow up and make it your own because it reminds you a little bit of your childhood,” he states.
Different formats for each console
“To offer an interactive experience, each generation has their own thing,” he says, reviewing their history so far, which they are looking to capitalize on in finding new ways to travel.
The main points the CD format of the first console and the DVD format of the second, which became “the cheapest DVD player ever,” helping to “significantly expand” the market they entered. The PS3 emphasizes how “online” was created and the games they produced with “high-quality storytelling”, something that continued with the PlayStation 4, which promoted the “socialization of video games”.
As for the current console, he assures that “it provides a different immersive experience” because “at the end of the day the controller helps you live a lot.” That DualSense you mention is what separates this generation from the last, aside from the graphics power. Something that comes with an SSD hard drive that makes everything “much faster, which is what we all demand these days.”
The question is what will happen next. Jim Ryan, the company’s CEO, will leave the company next year. Huguet calls him “an intelligent and humane person”, which he says is not an easy combination. He claims that he was instrumental in the global success of the PlayStation. After his departure, the future remains to be determined.
Christmas promotion
Meanwhile, they have a clear goal: “Without a doubt, this Christmas will be the best PlayStation in the history of SpainHuguet notes that they are “in a very good moment” because of the catalog, with games like Marvel’s Spider-Man 2, which sold 2.5 million units worldwide in its first 24 hours.
While the Spider-Man superhero almost seems like he’s selling himself, Huguet isn’t so clear-cut. “It helps you, because at the end of the day, it’s not the same to have him who is part of popular culture and with Star Wars the biggest franchise in the world. But also, as his mythical phrase says, you have a great responsibility. “It forces you to have very high expectations, both in sales and from a consumer perspective,” he says. And almost jokingly adds: “But I prefer it to games that are not very famous.”
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Insomniac, the development studio behind this game, appears to be providing life insurance for PlayStation, which acquired it years ago. In this generation, they released Spider-Man: Miles Morales, Ratchet & Clank: Rift Apart, and Spider-Man 2 within three years, as well as a remastered version of the first Spider-Man. And they announced Marvel’s Wolverine. All these games are of excellent quality.
According to Insomniac’s Huguet, “it’s a reference to the world of video games” and with them “plays in the Olympics and knows that you will always have a chance to win a medalbe it gold, silver or bronze.” For that reason, he claims, he always wants them on his team.
They are an in-house studio, but PlayStation also has deals with non-branded developers to launch platform-exclusive games. In cases where you are preparing marketing and communication plans”There are some that are a little easier and others that are a little more difficult.but everyone tries their best.’
The points that they will have to work on later are through the distances of the “decision-making bodies”, which can delay “a little more time” or “understanding the culture”.
Outside of games
As for the current console landscape, this also applies to devices such as “PS VR2”, peripherals dedicated to audio and “PS Portal”. Regarding the latter, he states that it is a “remote system that can be played from home”, but not a “portable console”. He believes that the target audience is “families” or “couples”.
He tells about his case: “I have two children, and often the main TV in the house is occupied. Maria, my wife, is watching a TV series, or we are watching a football match, or whatever. And other members of the “Family” want to play, and then you can play from the portal. I think it’s more geared towards those families or people who are also living as a couple.” In his opinion, though “It seems not, it also encourages sociability“If you’re in the same room with your spouse or kids, that’s okay, even if you don’t talk all the time.”
With special attention, Yuge talks about the Access team, which is aimed at people with disabilities. Here it is clear: “Nor I understand that the brand is not trying to reach these people and help them“. This is what has recently highlighted the games that PlayStation is launching with dozens of special features.
Here Yuge is more emotional: “When you see that a boy or a girl with disabilities can enjoy and be happy together with their family who is close to them, that is important to me. It’s the best we can do, it’s what gives us the most joy. We sell games to bring joy to people, and that’s the most beautiful thing about our job. And I’m very proud of what we’re doing.”
As he has repeatedly said in interviews, his goal is “not to reach millions, but to reach billions”, and this is a step forward. Under this panorama, it also explains the company’s decision bet on multiplayer online games from now onwhich are a market where the PlayStation hasn’t made as much progress as those dedicated to single-player stories.
Success in Spain
There is a lot of brand loyalty in Spain: “We have the highest brand perception the world of all developed countries”, – he says with pride, what he considers a “milestone”. He credits that to working over the past 25 years with a “commitment” to the fan community and innovation.
In particular, Huguet points out that “localization” of names is essential: “We see this not only in Spain, but in all the countries where we follow this path and responsibility when we manage to localize the games. At the end of the day, what you’re doing is you’re getting more into the culture of that country. because many people don’t speak english. You make it much easier for them to have a more immersive experience.”
The manager says they have repeated this success in Portugal and Greece. Dubbing is something the Spanish are used to. For this reason, they care about it very much, on the same level as other “works of art” such as TV series and movies. In fact, they have excellent dubbing They become the “stars in some cases” of their companies.
Another initiative of the brand in Spain is PlayStation Talents, which it considers something “unique”, and which has been running for more than ten years. They intend to “give a little boost to the industry in this country and help the young talents who are studying in schools and universities”. The intention, according to him, is to teach them.
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In order for talent to continue to improve, it is essential to promote “education” and “give them the tools”. “We are all learning,” he says.arguing that “they are growing ecosystems”, considering that “everything is connected” and the relationship between professionals, students and studies is very helpful.
In Spain, they are currently trying to reach the public with the Conexión PlayStation SHOW, which is broadcast on digital platforms and which Huguet defines as “a modern television format”. It aims to introduce new possibilities, “to be entertaining” and “to have the highest possible quality”. Added to this are other types of special offers that can be attended at important events such as the Champions League or the Latin Grammys.
Spain is an important territory for a brand that is indisputable all over the world. PlayStation 5 which It will launch its slim version in Spain in the coming months, managed to break the barrier of 40 million sales worldwide in the middle of this year. In particular, according to the results, at the end of the first quarter of the fiscal year, on June 30, 41.7 million consoles were sold worldwide.
And this despite the fact that the generation started with the problems that arose as a result of the pandemic.” “After we resumed the supply, the fans are now showing us that they really continue with our brand,” says the manager, who concludes : “We are happy and delighted.”
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