PlayStation Boss Outlines Strategy to Keep Gen Z in the Game

Image: Hermen Hulst, Head of Playstation, Ghost of Tsushima, astro bot

Sony is actively exploring new ways to attract younger gamers as interest in traditional consoles continues to decline among the new generation.

While the PlayStation brand remains a powerhouse in the gaming world, a noticeable shift is happening. Today’s kids are more likely to be found playing Minecraft or Roblox on tablets and low-cost laptops rather than on high-end gaming consoles. This change in behavior presents a challenge for Sony, whose core PlayStation audience is gradually aging. In response, the company is adapting its strategies to stay relevant with younger audiences.

During a recent investor briefing (via PushSquare), Hermen Hulst, head of PlayStation Studios, shared insight into how Sony is addressing this evolving demographic trend. He pointed out that the company’s first-party games already appeal to a wide range of players. “We have franchises that appeal to a range of different player segments,” said Hulst. “Horizon is a good example — it has been very popular with female players; Astro Bot, from our lovely Team ASOBI in Tokyo, has been a hit with children and adults alike.”

But Hulst also emphasized that simply having a range of game genres isn't enough anymore. To truly capture the attention of younger players, Sony is pushing into cross-media ventures. This includes film, television, and, most notably, anime — an area that’s rapidly gaining traction among younger audiences. “We continue to drive engagement with the PlayStation ecosystem and brand by bringing our franchises to new formats,” Hulst noted. “Anime in particular is appealing to key younger audiences, so that’s going to be very helpful for us.”

Sony’s broader strategy already reflects this anime push. The company owns anime distribution giant Crunchyroll and has multiple anime-related projects in development. One confirmed adaptation is Ghost of Tsushima, which is set to receive an anime treatment.

Sony also made a major move in December 2024 by investing approximately ¥50 billion (around $320 million USD) in Kadokawa, becoming its largest shareholder with about 10% ownership. Kadokawa is a powerhouse in Japanese entertainment, known for anime, manga, and games. It owns iconic IPs like Re:Zero, The Rising of the Shield Hero, Neon Genesis Evangelion, The Girl Who Leapt Through Time, and Elden Ring (via FromSoftware). This strategic alliance gives Sony access to over 130,000 IP titles and opens the door for cross-media projects.

Whether this gamble pays off remains to be seen, but it’s clear that PlayStation is thinking beyond the console and gaming.