Sony’s next PlayStation will go ‘across the living room’

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

A: First, we see the hardware as the basis for delivering the game, and by offering things like the PlayStation Portal Remote Player (PS Portal), we want to provide an experience tailored to the user’s gaming experience through the living room, which was previously considered the first place of use. As for prices, it is not realistic for us to accept all price increases, and we have already implemented price increases outside of Japan. However, for now, sales are going as planned, and we do not believe that this has caused a decrease in customers. As a general rule, we don’t want to sell hardware at extremes. At the same time, we are closely monitoring the market and continue to test our strategy. We believe it is important that we strive to ensure that our customers fully understand the value we offer when it comes to pricing.