PlayStation Studios boss Hermen Hulst has insisted that Bungie’s upcoming live service shooter Marathon won’t make the same mistakes as Concord.
Discussing the company’s live service ambitions during a fireside chat aimed at investors, Hulst said the market remains a “great opportunity” for PlayStation despite the company having a decidedly patchy track record when it comes to live service offerings.
Last year, the company launched and swiftly scrapped live service hero shooter Concord after it failed to hit the ground running. It shuttered developer Firewalk weeks later after conceding the title “did not hit our targets.”
Sony scrapped two more live services titles in development at internal studios Bluepoint Games and Bend Studios in January this year. Earlier this week, it confirmed an undisclosed number of workers at Bend had been laid off as the studio transitions to its next project.
Hulst said the company has learned hard lessons from those failures, and believes Marathon is well positioned to succeed as a result. “There are som unique challenges associated [with live service titles]. We’ve had some early successes as with Helldivers II. We’ve also faced some challenges, as with the release of Concord,” said Hulst.
“I think that some really good work went into that title. Some really big efforts. But ultimately that title entered into a hyper-competitive segment of the market. I think it was insufficiently differentiated to be able to resonate with players. So we have reviewed our processes in light of this to deeply understand how and why that title failed to meet expectations—and to ensure that we are not going to make the same mistakes again.”
PlayStation Studios boss claims the demise of Concord presented a learning opportunity
Hulst said PlayStation Studios has now implemented more rigorous processes for validating and revalidating its creative, commercial, and development assumptions and hypothesis. “We do that on a much more ongoing basis,” he added. “That’s the plan that will ensure we’re investing in the right opportunities at the right time, all while maintaining much more predictable timelines for Marathon.”
The upcoming shooter is set to be the first new Bungie title in over a decade—and the first project outside of Destiny the studio has worked on since it was acquired by PlayStation in 2022.
Hulst said the aim is to release a “very bold, very innovative, and deeply engaging title.” He explained Marathon is currently navigating test cycles that have yielded “varied” feedback, but said those mixed impressions have been “super useful.”
“That’s why you do these tests. The constant testing and constant revalidation of assumptions that we just talked about, to me, is so valuable to iterate and to constantly improves the title,” he added. “So when launch comes we’re going to give the title the optimal chance of success.”
Hulst might be exuding confidence, but a recent report from Forbes claimed morale is in “free fall” at Bungie after the studio admitted to using stolen art assets in Marathon. That “varied” player feedback has also reportedly caused concern internally ahead of Marathon’s proposed September 23 launch date.
The studio was also made to ensure layoffs earlier this year, with Sony cutting 220 roles after exceeding “financial safety margins.”
