Focus on games and anime, not tech: Sony will not participate in CES 2027 for the first time
The company now has different priorities.
Sony has confirmed that neither it nor its divisions and partners plan to present new products at CES 2027 next January. Sony's long-standing tradition of participating in one of the largest consumer electronics exhibitions will be interrupted.
We are constantly and strategically evaluating our approach to events and communications, taking into account the needs and priorities of various areas of our business.
The company noted that it is now focusing more on entertainment content, including games, anime, movies, and music, its own intellectual property, as well as technologies for content creators. Japanese Nikkei was the first to report Sony's withdrawal from CES.
At the same time, Sony no longer had its own booth at CES 2026. Only a prototype of the Afeela electric car, which was developed by the Sony Honda Mobility joint venture, was present at the exhibition. A few months later, Sony and Honda abandoned the electric car project and stated that they intend to reconsider the future direction of their joint venture.
The refusal to participate in CES is part of a broader reduction of Sony's presence in some segments of consumer electronics. In particular, the company effectively transferred the management of the Bravia TV brand to TCL. At the same time, the gaming direction remains one of the key for Sony: PlayStation continues to develop an ecosystem of devices, including monitors, headphones, and acoustic systems.
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