Sony’s next generation PlayStation will go beyond the living room

Q: Considering consumer behaviour, can you update us on your current thoughts regarding hardware pricing and profitability? For a next-gen platform, is it reasonable to assume that your pricing will continue to prioritize hardware profitability, as it does today?

A: First, we view hardware as the foundation for providing the gaming experience, and by introducing products like PlayStation Portal Remote Player (PS Portal), we aim to provide experiences tailored to users’ playing styles outside of the living room, which has traditionally been considered the primary usage environment. As for pricing, it is not realistic for us to absorb all component cost increases, and we have already implemented some price increases outside of Japan. However, at the moment, sales are going as planned, and we do not believe this has resulted in a decline in customer demand. As a principle, we do not intend to sell devices at significant losses. At the same time, we are carefully monitoring the market and continuing to evaluate our approach. We believe it is important for us to do everything we can to ensure customers fully understand the value we offer in terms of pricing.