In its annual report for the period ending March 31, 2026, Sony reported an increase in the cost of electronic components, especially RAM. To maintain business profitability, the company will flexibly adjust console sales volumes and revise marketing campaigns depending on the market situation.
This means that significant discounts on PS5 and PS5 Pro are not to be expected in the near future. The rise in memory prices, which is also linked to the development of AI technologies, significantly increases the cost of devices.
Instead of aggressive sales, Sony plans to focus on revenue from its existing audience. The company wants to increase PS Plus subscription revenue by offering more attractive content and encouraging users to switch to more expensive plans.
Sony also expects to increase revenue through the PlayStation Store by expanding cooperation with third-party publishers and supporting the launch of new game franchises.
The company is not going to abandon its current game release strategy. Sony will continue to release major story-driven projects from internal studios annually and develop games-as-a-service.