Masaaki Yamagiwa, who served as director of the two Souls games and is acting as producer on the upcoming PS4 exclusive, said during a Gamescom presentation attended by IGN: "You died a lot in the previous games, and you have to persevere. One of our main goals with this game is that sense of punishment - we don't really want to focus on punishing the player.
"We want to deliver a game that gamer's love, so if the gamer likes the game they will definitely like it enough to have that bit of perseverance. But in the way which we're making the game the sense of punishment is much less."
Bloodborne introduces a mechanic called the 'Regain System'. After taking damage, players have a small window of opportunity to retrieve some health by successfully attacking back, which Yamagiwa said should "draw the user into the perilous combat we want to deliver".
"In terms of who the game is aimed at, and who we want to capture in terms of the audience, of course we can't betray or disappoint the fans out there. They'll be the main ambassadors of the game.
"But we want more people to share in this experience. So one of the things we can't talk about right now but we feel the new online concept and experience we've got for this game - we hope that will capture a wider audience."
Sony released a Bloodborne gameplay reveal trailer at Gamecom on Tuesday.