At CES 2025 in Las Vegas, Sony captivated audiences with a dynamic showcase of cutting-edge technology, entertainment experiences, and imaginative collaborations. Under the theme “Creative Entertainment Vision”, Sony unveiled its ambitious roadmap for the next decade, highlighting its commitment to fostering creativity, redefining storytelling, and expanding the boundaries of technology.
For me, the highlight of the exhibit was Sony’s collaboration with LEGO, which brought to life the playful yet innovative LEGO® Horizon Adventures™, a project that exemplifies Sony’s ethos of blending creativity with technology. Alongside this partnership, Sony demonstrated advancements across diverse fields, from spatial content creation to automotive innovation, cementing its position as a trailblazer in the entertainment and technology industries.
A Vision for the Future
Sony’s press conference on January 6th set the tone for its CES 2025 presentation, featuring Hiroki Totoki, President, COO, and CFO of Sony Group Corporation, alongside a lineup of esteemed speakers. Totoki emphasized Sony’s “Creative Entertainment Vision,” which aspires to unlock limitless creative potential through collaboration with creators, partners, and Sony’s own talent.
Central to this vision is the integration of innovative technologies with beloved intellectual properties (IP). Totoki outlined initiatives spanning anime, gaming, music, and sports entertainment, showcasing Sony’s holistic approach to engaging audiences in new and meaningful ways. Among the announcements was the development of an anime series based on the popular Ghost of Tsushima: Legends game, the launch of the Crunchyroll Manga app, and the release timeline for season two of The Last of Us drama series.
LEGO® Horizon Adventures™: A Creative Masterpiece
Sony’s collaboration with LEGO stole the spotlight at CES 2025, offering a glimpse into the playful and imaginative potential of cross-industry partnerships. LEGO® Horizon Adventures™ is an animated story crafted entirely from LEGO elements, inspired by the expansive world of Sony’s Horizon franchise. The project weaves together gaming, music, and animation to create a truly immersive experience.
The theme song, written and performed by mxmtoon, adds an emotional layer to the story, blending music with visuals to deepen the audience’s connection to the Horizon universe. Leveraging Epic Games’ Unreal Engine, the collaboration used assets from the original game to bring this LEGO world to life, showcasing the seamless integration of technology and creativity.
At Sony’s CES booth, visitors were treated to an exclusive teaser of the music video, hands-on gameplay experiences, and a behind-the-scenes look at the production process. The exhibit celebrated the collective efforts of teams from Guerrilla, The LEGO Group, Pixomondo, and Sony, underscoring the power of collaboration in pushing the boundaries of storytelling.
Expanding the World of Entertainment
Sony’s CES exhibit was structured around three pillars: Creativity Unleashed, Boundaries Transcended, and Narratives Everywhere. Each theme highlighted Sony’s efforts to create richer, more immersive experiences that empower creators and captivate audiences.
Spatial Content Creation with XYN™
Sony introduced XYN™, a groundbreaking solution for creating spatial content that combines software and hardware to revolutionize 3D production. With its advanced imaging, sensing, and display technologies, XYN™ enables creators to capture and replicate real-world environments with unprecedented accuracy. Attendees at the booth experienced this innovation firsthand, exploring how it supports flexible workflows and enhances creative freedom.
PXO AKIRA: Redefining Vehicle Production
Sony debuted PXO AKIRA, a state-of-the-art vehicle processing system designed to streamline virtual production. By integrating advanced robotic cameras, motion platforms, and digital twin technology, PXO AKIRA enables filmmakers to create realistic vehicle scenes safely and cost-effectively. This innovation aligns with Sony’s vision of empowering creators with tools that enhance efficiency while preserving artistic integrity.
Immersive Entertainment Concepts
In a bid to redefine location-based entertainment, Sony presented a proof-of-concept experience inspired by The Last of Us. Visitors to the booth immersed themselves in the game’s suspenseful world, enhanced by high-definition visuals, 3D sound, and even olfactory elements. This innovative approach demonstrated how Sony is reimagining content IP to offer richer, multi-sensory storytelling.
Anime and Beyond
Anime took center stage with an experience themed around Demon Slayer: Kimetsu no Yaiba. Fans stepped into the world of the anime through a recreated Infinity Castle movie poster and a themed photo booth, celebrating the upcoming trilogy of films set to debut in 2025. These exhibits highlighted Sony’s commitment to expanding its anime portfolio and engaging fans worldwide.
Driving Innovation with AFEELA
Sony’s ventures into mobility also garnered attention, with Sony Honda Mobility unveiling its EV prototype, AFEELA 1. Set to begin accepting orders in 2025, AFEELA 1 embodies Sony’s vision of mobility as a platform for innovation, creativity, and collaboration. This electric vehicle integrates advanced entertainment systems, making it a hub for interactive experiences on the move.
A Celebration of Collaboration
CES 2025 underscored Sony’s commitment to fostering collaboration across industries and creative disciplines. This ethos was epitomized by the LEGO® Horizon Adventures™ project, where music, animation, and gaming intersected to create something truly unique.
Sony’s partnerships extend beyond entertainment. Guest speaker Roger Goodell, Commissioner of the NFL, highlighted how Sony’s technology is transforming sports entertainment, offering fans deeper engagement through advanced imaging and analytics tools. Meanwhile, collaborations with game developers, filmmakers, and musicians showcased Sony’s dedication to enriching the creative ecosystem.
Looking Ahead
Sony’s presence at CES 2025 wasn’t just about showcasing technology—it was about sparking imaginations and inspiring creators to explore new possibilities. From its innovative tools for spatial content creation to its playful yet profound collaboration with LEGO, Sony demonstrated how technology and creativity can converge to shape the future of entertainment.
As Hiroki Totoki closed the press conference, he encapsulated Sony’s mission: “Our goal is to create infinite realities for everyone that spark imaginations and generate a boundless sense of Kando.” With its vision firmly rooted in collaboration and innovation, Sony is poised to redefine the entertainment landscape for years to come.
For more on Sony’s CES 2025 experience, visit their official YouTube channel or explore the virtual exhibits on Sony Square.
