Recently, the Wall Street Journal interviewed the company’s CEO. sonyHiroki Totoki, which reiterates that, as the company Your goal now is more about making more money from each PlayStation user than selling more PS5s.
The problem has emerged in recent months and is entirely consistent with Sony’s instructions to the PlayStation division: Essentially, the company’s focus has shifted due to a general decline in console sales due to the hardware crisis and rising prices. From growing user base to increasing revenue About the existing audience.
On the other hand, Circana analyst Matt Piscatella also explained in July last year that the end of physical games is ultimately part of “squeezing” the declining console user base.
Sony’s strategy is very effective
Totoki brought up the issue in an interview with The Wall Street Journal, in which he explained that a smaller marketing effort to grow the user base by selling more PS5s is part of a new strategy that focuses more on Increase revenue from existing users.
In fact, Strategy is working: Daniel Ahmad, a market analyst at Niko Partners, said, “The average annual revenue per active PlayStation user increased from 23,580 yen in fiscal 2018 to 37,485 yen in fiscal 2025, which is approximately $230.”
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This means that in recent years we have witnessed “A 59% increase compared to the PS4 period”, despite growth being somewhat flat over the past two years.
So Sony’s project is working: Over the past seven years, revenue per user has grown by nearly 60% from the PS4 generation to the PS5 generation, and this growth is due to several factors.
Considering that Sony gets a large portion of its revenue from each sale through the PlayStation Store, the increase in digital game purchases has undoubtedly contributed, and the spread of subscriptions has also promoted the development of digital games. PlayStation Plus and price increases Applications play an important role in this.