Sony Group is making a decisive move into the Web3 space with the development of Soneium, an Ethereum Layer 2 blockchain built using the OP Stack. This new network represents a strategic evolution for the Astar Network, which began as a Polkadot parachain and zkEVM. Spearheaded by Sony Block Solutions Labs—a joint venture between Sony and Startale Labs, the team behind Astar—Soneium aims to bring blockchain technology into the mainstream by leveraging Sony's vast intellectual property (IP) and global user base. The native token of the Astar ecosystem, ASTR, is set to become the central utility and value accrual asset within the Soneium environment.
Sony's interest in Web3 is not sudden. The company has been exploring blockchain applications since establishing an internal business unit dedicated to the technology in 2022. This initiative is part of a broader corporate strategy to enhance the value and monetization of its extensive IP holdings, which include iconic assets in gaming, music, film, and hardware. While Sony may be a less familiar name in crypto than companies like Coinbase or Telegram, it possesses a critical advantage: an enormous, engaged consumer base and a world-class portfolio of creative properties.
The Strategic Partnership: Sony and Startale Labs
The development of Soneium is the result of a deepening collaboration between Sony and Startale Labs that began nearly two years ago. The partnership initially launched a Web3 incubation program to explore how blockchain could address challenges within Sony's industries. Sony further solidified its commitment with a $3.5 million investment into Startale. Sota Watanabe, CEO of Startale, was appointed Director of Sony Block Solutions Labs, highlighting the integration between the two organizations.
This partnership recently culminated in the August 2024 announcement that the Astar ecosystem would merge into Soneium. The new L2 will focus extensively on creating novel monetization avenues for Sony’s IP through blockchain technology.
Why Sony Is Betting on Blockchain
Sony’s pivot to Web3 is a direct response to shifts in the entertainment and technology landscapes. The company recognizes the growing value of content IP in the age of streaming and digital experiences. Historically focused on hardware and content distribution, Sony is now emphasizing content creation and ownership—areas where blockchain technology offers transformative potential for rights management, creator compensation, and fan engagement.
Sony’s long-term vision is to "create infinite realities" by blending physical and virtual worlds. While not explicitly mentioning blockchain in its official corporate vision, the principles of decentralization, user ownership, and cross-boundary experiences align closely with the ethos of Web3. The company has already filed patents related to blockchain-based digital rights management and serverless gaming using zero-knowledge proofs, indicating serious technical exploration.
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Soneium’s Approach to Web3 Integration
Unlike many native Web3 projects that have struggled to achieve mainstream adoption, Soneium plans to integrate blockchain functionality into Sony’s existing ecosystems and beloved IP. This strategy of "backwards integration" offers a more promising path to adoption by building on established user bases and recognizable brands rather than starting from zero.
Key areas of integration include:
Gaming and Network Services
With over 116 million monthly active users on the PlayStation Network, Sony’s gaming division represents a massive opportunity. Instead of building new crypto games from scratch, Soneium can introduce Web3 features—such as verifiable asset ownership and in-game economies—into existing popular franchises.
Music and Entertainment
As the global leader in music publishing and a major force in recorded music and film, Sony can use Soneium to create more transparent and equitable systems for royalty distribution, digital rights management, and direct artist-to-fan monetization.
Hardware and Devices
Sony’s extensive line of consumer electronics—from TVs to smartphones—can act as distribution channels for Web3 applications, potentially through airdrops, promotions, or decentralized physical infrastructure (DePIN) projects.
Financial Services
With over $55 billion in life insurance policies, Sony’s financial division could leverage Soneium to integrate decentralized finance (DeFi) solutions, offering customers new products with greater efficiency and lower costs.
The Role of the ASTR Token
Soneium will use ETH as its gas token, avoiding the regulatory complexity of launching a new native token. However, economic activity on the L2 is designed to accrue value to the existing ASTR token, which will serve several core functions:
- Ecosystem Development: ASTR will act as the primary token for governance, incentives, and potential revenue-sharing mechanisms.
- DeFi Liquidity: It will be a key liquidity asset within Soneium’s decentralized finance applications.
- Staking and Security: Holders will be able to stake ASTR to help secure critical network infrastructure like bridges and oracles.
The precise tokenomics are still evolving, but the aligned incentives between Sony, Startale, and the ecosystem suggest that ASTR is positioned to benefit directly from Soneium's growth.
Market Potential and Comparisons
The potential scale of Soneium is often compared to other large ecosystem-backed blockchains like TON (linked to Telegram) and Base (built by Coinbase). However, Sony’ underlying business is significantly larger than both in terms of revenue and global user reach. If Soneium can successfully monetize even a small percentage of Sony’s existing businesses through blockchain, it could support a substantial valuation for the ASTR token.
Early signs of interest are promising. The Soneium testnet, named Minato, has already processed over 100,000 daily transactions and attracted more than 150,000 wallet addresses shortly after launch— traction that rivals established Layer 2s.
Frequently Asked Questions
What is Soneium?
Soneium is an Ethereum Layer 2 blockchain developed through a partnership between Sony and Startale Labs. It aims to integrate Web3 technology into Sony's vast portfolio of intellectual property across gaming, music, film, and electronics.
How is Astar Network involved with Soneium?
Astar Network is evolving to become part of Soneium. The ASTR token will transition from being the native token of the Astar parachain to becoming the core utility and value accrual token within the Soneium L2 ecosystem.
What is the role of the ASTR token in Soneium?
ASTR is expected to be used for ecosystem governance, providing liquidity in DeFi applications, facilitating payments, and securing network infrastructure through staking. It is designed to capture the economic value generated by activity on Soneium.
Why is Sony building a blockchain?
Sony sees blockchain technology as a strategic tool to enhance the monetization and management of its intellectual property. It aims to create new experiences for its users, improve digital rights management for creators, and explore new business models in the open Web3 economy.
How does Soneium compare to Base or TON?
Like Base (from Coinbase) and TON (from Telegram), Soneium is backed by a major established company with a large user base. However, Sony's immense scale across multiple industries and its vast IP library may give Soneium a unique advantage in achieving mainstream Web3 adoption.
What are the main risks for Soneium and ASTR?
Key risks include the novel and unproven nature of large-scale IP monetization on blockchain, the challenge of onboarding Sony's traditionally Web2 user base into crypto, and the market's understanding of how value will specifically accrue to the ASTR token.
Conclusion
The launch of Soneium marks a significant milestone in the convergence of traditional corporate power and decentralized technology. By leveraging its iconic brands and massive distribution, Sony has the potential to onboard millions of users into the Web3 space in a way that purely native crypto projects have not. For the Astar Network and its token holders, this partnership represents a transformative opportunity to be at the center of a major push for mainstream blockchain adoption.