KEY POINTS

  • Sony has created a new main brand for its first-party developers called PlayStation Studios 
  • The label is planned for launch alongside upcoming new PlayStation 5 titles
  • The branding will be included on both PlayStation 4 and PlayStation 5 games starting later this year

Sony has created a new PlayStation Studios label that collects all of its first-party studios under one umbrella. 

The new brand is planned to debut in both PlayStation 4 and PlayStation 5 titles, scheduled for release later this year. It will be included in games both created and developed by Sony Interactive Entertainment's Worldwide Studios. 

In addition to establishing the new studio, PlayStation created a new animation for an opening video that will be shown ahead of the company's newest games. That means upcoming titles like "The Last of Us" and older games like "Horizon: Zero Dawn," "Ratchet & Clank," "God of War," "Uncharted," and others will feature this new animation. 

"We are really excited about this," said senior vice president and head of global marketing at Sony Interactive Entertainment Eric Lempel. "Over the last few years -- and even the last decade -- the strength of the titles coming out from our studios has been stronger than ever. We have been thinking about how we unite all of these great games under one brand, and really the purpose of that is to make the consumer understand that, when they see this brand, they're getting ready for a robust, innovative, deep experience that they've come to expect from games coming from PlayStation. So we came up with PlayStation Studios."

According to Lempel, this particular branding video won't be complete by the time games like "Ghost of Tsushima" debut, but most of its releases in the future will feature the new animation. Depending on the game, there will be changes from title to title to the opening animation. It features a swath of different PlayStation-centric games, and will continue to show off different titles in the future with new iterations. 

"The cinematic you've seen is the one that has multiple games in it," continued Lempel. "But over time, as we introduce well established franchises, we can tailor that opening a bit to possibly show the franchise over the years, new characters that have come into play... There's a lot we can do that we're really excited about." 

The branding will coincide with the debut of the PlayStation 5, which is scheduled to hit later this year. 

Sony PlayStation A Sony PlayStation video game logo is seen at the Paris Games Week, Oct. 26, 2016. Photo: Reuters/Benoit Tessier