Sony Adopting 'Show Don't Tell' Strategy with PS5 | Push Square
For a site like ours, which lives and breathes PlayStation, we’d be lying if we said it hadn’t been a frustrating generation. The reality is our daily schtick has always hinged on Sony being vocal and fan facing, but since the release of the PS5, the platform holder has become quiet and secretive. The engagement we used to feast on has become a thing of the past.
Speaking with Variety, co-CEOs Hermen Hulst and Hideaki Nishino said that’s because the company has adopted a “show don’t tell” mantra. “It’s important we convey our strategy,” explained Hulst. “But at the end of the day, I am with the creators a big chunk of time.”
Nishino agreed: “To me, the product, the content, it should be the forward-facing things. Behind the scenes, who is the guy doing it? It doesn’t matter.”
Tag-team time
While we somewhat agree with what Hulst and Nishino are saying here, we do think it’d be beneficial to get more communication from the company. Interviews like this one – which is staggeringly brief – have become rare affairs, and the platform holder hardly ever communicates with fans to clarify concerns.
What does the future hold for PSVR2, for example? How does the organisation intend to address bloating development cycles? And how does it balance maintaining an attractive ecosystem with ports to PC and other platforms?
None of this is asked or answered in this Variety interview, of course, because Sony doesn’t want to comment.
We think on the spectrum of “show don’t tell”, the Japanese giant has become far too secretive. But, of course, we absolutely admit we have a stake in all this: a clandestine console maker is not exactly great for a business dedicated to discussing the brand. We’ve grown to accept it, but it’d be nice to get a little more out of the company from time to time.
As the Editor of Push Square, Sammy has over 15 years of experience analysing the world of PlayStation, from PS3 through PS5 and everything in between. He’s an expert on PS Studios and industry
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