The financial report for fiscal year 2025 seems full of contradictions in the case of Sony's gaming division. On the one hand, the sales dynamics of PlayStation consoles have clearly slowed down (a drop of 46% compared to the previous period), but on the other hand, the number of active users of PlayStation Network (a service enabling the use of the console's network functions) increased to a record PLN 125 million.
The next quarter will probably see a further slowdown in sales, largely caused by, among others, recent (further) price increases for PlayStation 5, but the expected November 19 premiere of Grand Theft Auto 6 (premiere available only on consoles) should reverse this trend to Sony's advantage. However, while the current, leading hardware in their gaming portfolio is slowly entering the last phase of its life cycle, the market is slowly looking for more specific announcements about the successor, i.e. PlayStation 6.
Problems on the component market and PlayStation 6
The difficult situation on the component market has quite thwarted previous plans related to this console. The premiere, which, according to various reports, was initially postponed to the turn of 2026/2027, has already been internally postponed, but in the face of persistent problems with the availability and prices of RAM and disks (key to the console infrastructure), even the late 2027 date that was considered a “realistic” date until recently is now questionable.
In a question and answer session for investors after the results presentation, Sony CEO Hiroki Totoki addressed these doubts, clearly indicating that the company actually faces a significant challenge related to PS6. This is so large that the Japanese giant has not yet set, even internally, any release date or exact base price for the upcoming equipment. The talks are naturally ongoing, the expected price range is known, Sony also assures that it has adequate stocks of materials needed for production at least until the end of 2026, but this is still a long way from final arrangements.
Totoki admitted directly during the meeting: – We intend to carefully observe and follow the development of the situation. Given the current circumstances, we expect memory prices to remain very high in fiscal 2027 as supply remains tight. And he added: – With this assumption, we must think very carefully about our next steps.
PlayStation consoles are becoming more and more expensive
This caution, although understandable, also involves conducting analyzes regarding the strategy of introducing equipment to the market, which may be completely different from what we have observed over the last 30 years. Until now, the debut of a new console meant its availability on store shelves or in online stores, at a fixed price. This, paid in advance or in installments, meant the purchase of equipment that was then used to run and operate the games. Simple, one might even say natural.
Compared to gaming computers, consoles have always been considered the most profitable and cost-effective way of entertainment. Now, however, even if this proportion is maintained, it is difficult to talk about “cheap”. For the first time in history, as the product life cycle progresses, PlayStation consoles are becoming more expensive instead of cheaper, and in the case of PlayStation 6, the price predicted by analysts may reach up to PLN 5,000 for the basic unit. After recent increases, PlayStation 5 Pro costs around PLN 4,000 + the cost of a separately purchased drive (approx. PLN 500), and it is not difficult to imagine a situation in which PS6 is even more expensive.
In practice, this means that many people for whom consoles were previously the default way to consume games may not be able to financially afford such a purchase. Sony is aware of this and is constantly looking for ways to reduce these costs on the customer's side, but they must somehow amortize them. Hiroki Totoki said: – We want to consider various scenarios, including changes in business models, to select the optimal strategy and the best possible solution.
What could Sony's “new business model” be?
This seemingly inconspicuous and quite safe sentence, however, caused some consternation. However, the fragment about “changing the business model” suggests that the way the console market has functioned so far may not be sufficient for Sony in the current situation. However, contrary to appearances, there are not many alternative options – if the consoles were not to be sold as a product, the only business-wise solution is… subscriptions. Of course, one such subscription already exists in the PlayStation ecosystem – the aforementioned PlayStation Network – but it concerns a digital service, not a product. Due to the dramatic situation on the component market, Sony may consider extending it also to the physical aspect.
One of the variants that is probably being taken into account is the possibility of selling the console as a package with PlayStation Network for a minimum period, e.g. 2 years. As part of such a subscription, we would be obliged to pay a monthly fee for the use of the console, which would then have to be connected to the network. Once the minimum subscription contract period expires, the use of online services would no longer be mandatory… although given the recent confusion with the new PlayStation DRM and the expected lack of a drive on the PS6, it would probably be required to some extent anyway.
The combined price of a PSN subscription and, so to speak, “installments” for the equipment paid monthly is a solution that we have not yet seen on the market at the manufacturer level… but in fact, it has been the norm for years, for example among mobile operators. There, too, as part of subscription offers, we have the opportunity to pay not only for services, but also for equipment on a monthly basis. In this case, we are dealing with a slightly different degree of dependence and distribution in this particular way would pose a certain logistical challenge, but as the example of Valve – the creators of the Steam platform and, most importantly in this context, also the Steam Deck – shows, direct global sales of hardware as a supplement to distribution through trading partners is absolutely possible.
PlayStation 6 on subscription – how much could the console cost?
PlayStation 6 as a stand-alone device would, of course, still be available in this scenario in a traditional sales model, but the needs of people who do not have several thousand to spend “at one time” or prefer the subscription model to the installment system (which burdens creditworthiness) could be directly covered by Sony in this case.
How much would such a subscription cost? At the moment, PlayStation Network in Poland is available in several packages: Essential (PLN 37), Extra (PLN 58) and Premium (PLN 70). With a two-year contract, assuming that PlayStation 6 will cost PLN 4,500, this would mean an additional PLN 190 to the bill. The total cost of the highest option would mean an expense of PLN 260 per month to use the console. After repaying the liabilities, ownership of the equipment would pass to the user. Until then, the equipment would formally belong to the distributor, who could remotely block the equipment in the event of default on payments. Exactly as it is in the case of smartphones purchased on a subscription basis.
From Sony's perspective, such a model would be attractive because it would tie the user to the online subscription ecosystem, which they have been strongly focusing on for several years, on a minimum period of 24 months. When paid monthly, the rate for PlayStation Plus is also significantly higher than in the case of an annual up-front payment – from PLN 150 to PLN 210 per year – which, at an appropriate scale, would be a significant additional profit for the Japanese company. From the user's perspective, the matter is not so clear-cut. On the one hand, he could afford equipment that he would not normally be able to afford. On the other hand, it would be another step away from the traditionally understood “property”, which has always played a key role in the context of the console market.
Of course, the above calculations should be treated as purely hypothetical at this stage. The fact that PlayStation, through the mouth of Sony's CEO, confirmed the consideration of changing the business model in the case of consoles, does not necessarily mean a transition to this specific model. Other options, along with more investment in cloud model and “borrowing” PlayStation 6 power for remote gaming on other devicesare also finally on the table.
Regardless of what direction Sony chooses, we can expect specific announcements about PlayStation 6 in Q1 2027 at the earliest. Detailed information on the price of the console and potential “new business models”, if the Japanese decide on them, will probably appear later.
