Sony participated in CES 2025, the world’s largest international electronics fair held in Las Vegas, USA, and unveiled its latest technologies and initiatives under the theme of ‘Creative Entertainment Vision’, a 10-year mid- to long-term vision, on the 7th.
Sony held an official press conference on the 6th, the day before the opening of CES 2025, and various speakers, including Sony Group President Hiroki Totoki, took the stage. He announced new initiatives, including new solutions that enable creative freedom, such as a new in-vehicle processing system for ‘creative entertainment vision’ and cutting-edge solutions for spatial content creation.
Sony Group President Totoki said on this day, “Sony’s ‘Creative Entertainment Vision’ involves creators, partners, and Sony employees working together to create infinite realities for everyone, thereby stimulating imagination and creating endless emotion.” “We do it,” he emphasized.
In addition to introducing new initiatives in the field of animation to expand the fan community, Sony is launching a project to transform game IP into visual works, co-creation with music artists, and new location-based entertainment to expand the world of game IP from various perspectives. Experience was emphasized.
They also announced the production of an animated series based on the Ghost of Tsushima: Legends game and the release date of a new cartoon application and drama series, The Last of Us Season 2.
Roger Goodell, a member of the U.S. National Football League (NFL), who attended as an invited speaker, introduced the latest trends in the development of sports entertainment, and Sony Honda Mobility also presented the electric vehicle ‘Apila 1’, which is scheduled to receive orders from 2025, as an example of mobility innovation. revealed.
This CES 2025 exhibition focused on the latest technologies and initiatives to unleash creators’ creativity and maximize IP value under the theme of ‘Creative Entertainment Vision’, which contains Sony’s vision for the next 10 years. The booth was decorated around the three stages of Sony’s creative entertainment vision: ‘Creativity Unleashed’, ‘Boundaries Transcended’, and ‘Narratives Everywhere’.
At this CES, Sony will first announce PXO AKIRA, a new automotive processing system using virtual production, and allow users to experience XYN, an integrated solution designed for spatial content production.
In addition, you can experience the adventure game The Last of US in a new form with high-definition video, 3D sound, and olfactory technology, and various games under the theme of ‘Demon Slayer’, an animation based on Koyoharu Gotoke’s manga. They say you can enjoy the experience.
In particular, at this participating booth, Sony will also unveil a music video teaser for the theme song of Lego Horizon Adventure, produced by American singer-songwriter mxmtoon.
This project is the result of combining the creativity of several teams, including Guerrilla Games, LEGO Group, and Pixomondo, along with MXMToon’s music, and is an animated video using game assets, produced by Epic Games. It is said that the music video was produced using Unreal Engine. Visitors can play games, watch music videos, and watch behind-the-scenes videos of the production process at the booth.
Reporter Hwang So-young, Donga.com [email protected]
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