Home Technology Sony to expand Chinese game incubator in Microsoft head-to-head

Sony to expand Chinese game incubator in Microsoft head-to-head

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HONG KONG — Sony Group said it plans to expand its program to identify and nurture Chinese-made games in a race with Microsoft to capture the Chinese games market.

The program will invest more than 1 million yuan ($140,080) in each game you register, and will fund small teams as well as large teams with dozens or more engineers, Sony said. Bao Bo, China Game Production Director, said.

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The Japanese tech giant’s plans were unveiled on Tuesday at an event streamed live from the southwestern Chinese city of Chengdu to resume its China Hero Project program, which had been halted due to COVID-19.

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“The scale of the third phase will be much larger than the previous two,” said Bao, adding that Sony will publish several games and PlayStation Studios will support registered projects.

Sony said it would be the publisher of two games registered in the previous two phases, Lost Soul Aside and Convallaria.

China Hero Project launched its first two game batches in 2017 and 2019, supporting 17 titles, of which 7 titles are on the market.

In an interview with Reuters on Wednesday, Bao said the new batch aims to include more than 10 titles and welcomes games of all genres.

This is the latest in Sony’s long-standing approach to China, which eventually led to a lucrative exclusive deal with the Chinese hit game Genshin Impact, outside of the China Hero Project. Little known before its launch in 2019, he became one of the world’s most profitable games.

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Reuters reported last month that Sony’s success with “Genshin Impact” has prompted Microsoft to aggressively pitch Chinese game developers with large licensing deals.

To accelerate its expansion, Sony has announced that it has formed a “China Game Production” team to oversee games made in China. Sony’s gaming-focused subsidiary Sony Interactive Entertainment (SIE)’s Shanghai branch now employs more than 100 people since it expanded into China in 2014.

Tatsuo Eguchi, president of SIE Shanghai, added that the success of Genshin Impact has convinced Sony management that Chinese games are important, and Sony is allocating more resources to China than ever before. I was. He also said that Sony’s partnership with Genshin Impact’s developer, miHoYO, has been strengthened.

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Sony sells its PlayStation (PS) console in China, where people have traditionally preferred to play mobile-based games.

More than 3.5 million PS4 consoles have been sold in China, and SIE CEO Jim Ryan said about 670,000 PS5s have been sold since it launched in China in May 2021. I was. Eguchi said Sony’s goal is to sell twice as many PS5 consoles as he did for PS4 China, he says his hero project will help him achieve this goal. I believed.

“We want gamers around the world to better understand the creativity that comes from China. We have always dreamed of console games becoming part of the daily entertainment of the Chinese people.” ‘ he said. ($1 = 7.1388 Chinese Yuan) (reported by Josh Ye, edited by Alexander Smith and Louise Heavens)

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