Sony Interactive Entertainment CEO Jim Ryan has stated that the company is prepared to raise the prices of its gaming hardware, software, and services if the increase is deemed “justified and necessary.” The announcement comes on the heels of Sony’s record-breaking $8.3 billion in revenue from hardware, driven in part by the strong sales performance of the PS5 console.

Back in August 2022, Sony raised the price of the PlayStation 5 console in nearly all worldwide markets except for the United States, while also raising the retail price of new PS5 games to $69.99.

During a recent PlayStation gaming business meeting, Ryan acknowledged that Sony has raised PS5 prices and is willing to make further adjustments as needed. “We are constantly looking at the pricing of our products and services, whether it’s in the context of competition, the context of a macro-economic situation, or the value we believe those products and services provide,” Ryan said. “We are prepared to take these steps when we feel they are justified and necessary, and we are constantly considering the prices of our hardware and our games and services, and that includes PlayStation Plus.”

The average lifetime value of PS5 users is said to be $622, but Ryan made no announcement regarding a price hike in the near future. Data shows that Sony is selling fewer games but making more revenue from the titles that they do sell, which may suggest that the new $69.99 price point is leading to fewer PS5 game unit sales.

Publishers including EA, Take-Two Interactive, Capcom, and Nintendo have all recognized the impact that the current inflation market is having on the video games sector. Concerns exist that raising prices could cause consumers to spend less on content and services or leave Sony’s subscription program, PlayStation Plus.

Ryan concluded that the company is “very focused on this question of how to maximize lifetime value of our users.” This focus seems to suggest that any changes in pricing strategy will be carefully considered and evaluated before final decisions are made.

As Sony continues to evaluate pricing and adjust accordingly, it remains to be seen whether their willingness to raise prices will be met with consumer acceptance or pushback. For now, gamers will be keeping a close eye on Sony’s pricing strategy as they look to make the most out of their gaming experience.

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The material in this article is written on the basis of another article.

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