PlayStation Mobile is Sony going beyond "the traditional narrow world" of consoles, says Gara

PlayStation Mobile is Sony's way of branching out from "the traditional narrow world" of consoles, UK boss Fergal Gara has said.

Speaking with Eurogamer, Gara it's part of Sony's plan to "serve consumers well by being where they want to be."

"Gaming habits are evolving at a hell of a pace, faster than ever before," he said. "Almost every device is a gaming device in some shape or form. People are choosing to game left right and center.

"We want the PlayStation brand to be where consumers are. So we're going to have to evolve our business models. We're going to have to reach out beyond the traditional narrow world of, we do consoles underneath tellies full stop. We're taking our brand out, whether it be through PlayStation Mobile or through cloud techniques or acquisitions. That's the goal."

Gara said branching out will keep Sony from relying just on consoles and handhelds in order to sustain the PlayStation brand.

"Do we want to be relevant in the future to the world of gaming? Absolutely," he said. "Of course we do. Do we have a great strength in handheld and home consoles? Yes we do. But will that be enough on its own? Well no, not necessarily. So we'd like to be as relevant as we possibly can be. PlayStation is a great gaming brand, but it can't become irrelevant by only doing things one way when consumers do things many ways.

"PSone Classics can come into that world. It becomes all the more relevant to people and the way they are gaming today, getting into all those other devices. The minis program keeps going. They're not included in PS Mobile yet. Could they be and what content would be loaded in? That will continue to evolve over time."

PlayStation Mobile launched this week.