Sony CEO Kaz Hirai has earmarked Nintendo and Niantic's augmented reality mobile effort, Pokemon Go, as a "real game-changer."
Speaking to the Financial Times at the IFA consumers electronics show in Berlin, the Sony chief revealed it isn't just the game's financial impact that's piqued his interest, but rather its handy use of augmented reality.
"Pokemon Go is a real game-changer. I'm very interested in the fact that it has the potential to really change the way people move, literally."
"[Augmented reality is a] great innovative idea that’s going to lift all boats for the video game industry."
Hirai continued to talk up the importance of finding a foothold on the mobile market, but added that doing so would be no mean feat.
"[Mobile gaming] is something we are aggressively getting into, [but] it's quite a shift from being just a console-based business to being on mobile phones as well," he explained.
That said, Sony has already positioned itself for an assault on the market with the opening of its own dedicated mobile division, ForwardWorks.
Much like Nintendo's own mobile battle plan, which will eventually see hit franchises such as Animal Crossing and Fire Emblem make their mobile debut, Sony says ForwardWorks will "leverage the intellectual property of the numerous PlayStation dedicated software titles."
The new opening will initially focus on creating mobile experiences specifically aimed at players in Asia.