Sony, Namco bond to create game developer for PS3, mobile, PC

Culver City (CA) - A new video game company has spawned as part of a partnership between Sony and Namco Bandai to develop PS3 games and create content for the mobile and PC markets, underlining both companies’ attempts to expand its presence in digital entertainment.

The new company, Cellius, is the first major publisher to have an exclusive console focus on the PS3. The move is important for both companies, as Namco Bandai continues to try to find its place in the new generation, and Sony increases its presence in every sector of the entertainment industry.

Sony’s online division, Sony Online Entertainment, is the name behind several popular online PC games. It has also delved in the mobile game market a little bit, mainly under the Sony Pictures label for games like Wheel of Fortune and Spider-Man. However, Namco Bandai Games has no PC or mobile releases under its belt since the two namesake companies merged last year, and before the merge both publishers dealt almost exclusively with console titles.

The details of the partnership will expand beyond games, though, with other forms of content, including mobile ringtones and computer software, likely to come through the woodwork of the new company. The new deal is also going to tap into the Cell technology to take full advantage of what the capabilities of the PS3 can do, as well as what it could be used for in the area of mobile and PC media.

Namco Bandai has already shown its commitment to the PS3, with Ridge Racer 7 and Mobile Suit Gundam as part of the original lineup for the console. Both Namco and Bandai began to see declining sales at the end of the last console cycle, leading to the merge of the two. Before that, other possible merges included Namco and Sega or Namco and EA.