Sony is sticking to its vision for live service games, even in the wake of recent failures like Concord. According to PlayStation executive Hermen Hulst, Bungie’s upcoming shooter Marathon is still on track to launch before the end of March 2026 — despite receiving “varied” feedback during its alpha testing phase.
During a recent investor discussion, Hulst — CEO of Sony Interactive Entertainment’s Studio Business Group — addressed growing concerns around Marathon’s development and the broader live service strategy following the disastrous launch of Concord. That game, which was meant to anchor Sony’s live service lineup, was pulled from digital storefronts just two weeks after release due to extremely low sales, estimated at only 25,000 units. The fallout led to the shutdown of its developer, Firewalk Studios, and raised serious questions about Sony’s direction.
“Live service is still a big opportunity for us,” said Hulst, citing the success of Helldivers 2 and Destiny 2 as proof that Sony can thrive in this space. However, he also acknowledged the lessons learned from Concord, calling it a game that “entered a hyper-competitive space” and “wasn’t differentiated enough to resonate with players.”
In response, Sony has overhauled its internal processes. Hulst said the company is now placing a greater focus on continuous testing, audience engagement analytics, and creative validation throughout development — all in an effort to avoid repeating past mistakes.
When it comes to Marathon, Bungie’s first new IP in over a decade, Hulst was cautiously optimistic. He described the project as “bold and innovative” and confirmed Sony is using ongoing playtests and feedback cycles to help fine-tune the experience. “Some of that feedback has been varied,” he admitted. “But that’s exactly why these test phases are so important — they allow us to iterate and improve before launch.”
What Hulst didn’t address was the recent controversy surrounding Marathon’s art assets. Last month, Bungie found itself in hot water after it was confirmed that a former employee had used artwork from an independent artist without permission. The incident led to a public apology from the game’s director and art lead — delivered on a livestream that notably featured no new visuals from the game, as the team was reportedly reviewing all assets for further issues.
Meanwhile, Sony’s broader live service strategy continues to evolve. Originally planning to launch over 10 live service titles by March 2026, Sony later walked that number back to six. Among the canceled or delayed projects are The Last of Us multiplayer game, a rumored God of War title at Bluepoint, and another project at Bend Studio — all casualties of Sony’s ongoing restructuring.
Still, Sony isn’t abandoning the space. Just this month, the company announced a brand-new internal studio called teamLFG focused on live service incubation. Horizon‘s multiplayer spinoff and Haven’s Fairgames are also still in development.
Hulst stressed that Sony remains “very committed to building a diverse and resilient live service portfolio,” pointing to titles like MLB The Show, Destiny 2, and Helldivers 2 as models for future success. Helldivers 2, in particular, has become a breakout hit, with microtransactions now reportedly making up more than half of its revenue.
As for Marathon, Sony is confident the extra time and improved development oversight will pay off. “We’re going to give the title the optimal chance of success,” Hulst said. “And we’re excited for its anticipated launch before the end of this fiscal year.”
