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Sony Doubles Down on Live-Service Strategy as Marathon Stays on Track for September Launch

Sony has overhauled its live-service development processes to refine Marathon using lessons from last year’s Concord failure.

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Overview

  • Hermen Hulst reaffirmed Marathon’s September 23, 2025, release date during Sony’s June business presentation.
  • Sony said it remains very committed to building a diverse live-service portfolio despite last year’s Concord underperformance.
  • The company introduced more rigorous protocols for validating creative, commercial, and development assumptions on future live-service titles.
  • Bungie’s closed alpha yielded varied feedback that Sony plans to use to further iterate the game before launch.
  • Following an art plagiarism scandal, Bungie conducted a thorough asset review while keeping Marathon on schedule.