With Sony having rebranded the PlayStation Suite into PlayStation Mobile, it seems that Sony are planning to avoid the run-of-the-mill app store “junk”.

Currently in open beta, the service for Sony Ericsson, Sony and HTC phones will bring PlayStation-branded games to Android phones.

“[We're] ensuring that anything that is offered on this platform is of proper PlayStation quality,” explained Sony Europe boss Jim Ryan in an interview with GamesIndustry.

“People [will] feel comfortable and safe that they are not going to inadvertently stumble upon any of the junk that exists in that wider marketplace.”

“It’s a significant business challenge because it’s our brand that’s at risk here and it’s our responsibility as a platform holder in multiple directions to ensure we do that. Can we be completely laissez faire? I don’t think so because then we’ll end up just like all the rest and that can’t happen,” Ryan continued.

The potential of PS Mobile means that mobile gamers could be encouraged to pick up and play console games, meaning that it’s brand identity has to be strong.

“In the same way that PSone consumers migrated up to PS2 and PS2 consumers in even larger numbers migrated up to PlayStation 3, we see this as bringing in consumers who might not otherwise be exposed to our brand because they haven’t made the investment in buying the console.

“They get an opportunity to get involved in PlayStation and sample its world and if we do this right that migration process is likely to be a very happy consequence of going down this road.”

Overall this dumping of “junk” makes a lot of sense. Especially as people who want that rubbish can still go and pick it up over at Google Play.