Fewer promotions on hardware and a focus on software: Sony has defined its strategy for the future of PS5

The crisis in memory is causing significant problems for Sony and the PlayStation ecosystem. The Japanese company has been forced to postpone the launch of the PS6 and is now managing its business very carefully.

After the increase in PS5 prices, the company does not intend to push too hard on the sale of new hardware but will focus on software. This is a specific strategy, also linked to the widespread adoption of PS5 at this time.

What will Sony do

In a recent corporate document, Sony emphasized: "In the hardware sector, although Sony expects to feel the impact of rising prices and the shortage of memory semiconductors, it intends to manage this impact on profitability by flexibly adapting related plans, among other things, for unit sales and promotions."

Sony might accept selling fewer PS5s, as the console already has a very high installed base, and should not offer any particular promotions on hardware in the coming months. This choice could have a positive impact on profitability, allowing the company to reduce memory orders for its console, redirecting resources towards the PS6.

In the meantime, the focus will shift to games and value-added services (subscriptions). The arrival of GTA 6, which will be primarily on the PS5 platform, is expected to further boost revenues, thanks to the fees that Sony charges software houses. Data from upcoming quarterly reports will clarify the actual health of Sony's gaming division.