After Concord’s Debacle, Sony Aims to “Fail Fast” and Limit Losses

Sony Revamps Strategy for Live Service Games, Emphasizing Early Risk Detection and Proactive Management

Following the expensive failure of Concord, which was canceled just two weeks after its launch and experts estimate cost over $250 million, Sony is revamping its strategy for live service games. Hermen Hulst, head of PlayStation’s Studio Business Group, informed the Financial Times that Sony is implementing new measures to identify and address development issues at an earlier stage, aiming to prevent similar debacles. Hulst’s strategy, a departure from former CEO Jim Ryan’s approach, emphasizes early detection and proactive risk management. He stated, “I don’t want teams shying away from risks, but I’d rather they fail early and cheap.” New measures include a stricter and more comprehensive testing process, an increased focus on group testing to foster cross-learning among Sony’s various units, and closer collaboration among key executives. Hulst further noted, “We’ve beefed up testing in various ways,” adding that failures can be beneficial as they highlight the necessity of this level of oversight.

This strategic shift has already impacted several projects. While Hulst’s comments primarily concern Concord, the new approach also applies to other live service titles that have shown red flags. Marathon’s launch, for example, has been delayed to 2026 following negative beta test feedback and allegations of plagiarism in its artistic direction. Fairgame faced heavy criticism upon its first trailer release in May 2023 and has had no public updates since, suggesting potential changes or cancellation. Additionally, Jade Raymond, project leader for Haven, has reportedly left the studio, indicating significant shifts or a possible cancellation for that title. Furthermore, Sony has scrapped The Last Of Us Online and other unannounced live service projects.

Sony Evolving Live Service Strategy for Future Success with Emphasis on Unique Experiences and Diverse Communities

Despite these setbacks, PlayStation aims to launch 10 or more live service games by next March. Hulst clarified that the focus extends beyond mere numbers, prioritizing a blend of unique player experiences and the cultivation of diverse communities. Sony’s CFO, Lin Tao, also acknowledged past “mishaps” in live service game development but expressed optimism for the future, citing the success of titles like Helldivers 2 and Gran Turismo 7. Overall, Sony is making a concerted effort to become more agile in managing its live service portfolio, learning from past challenges to ensure future success.

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