Sony's new console, expected during 2020 holidays, will feature sharper graphics and well-known games to help separate it from rivals
Attendees played PlayStation games at a conference in San Francisco in March. Photo: David Paul Morris/Bloomberg News By Takashi Mochizuki June 29, 2019 5:30 am ET TOKYO— Sony Corp.’s SNE -0.59% next-generation PlayStation is still more than a year away, but its marketing strategy against newcomers like Google is already clear: Focus on hard-core gamers who obsess over the latest features.
That is why the still-unnamed fifth-generation PlayStation, which analysts expect to be ready by the holiday season of 2020, is central to the company’s outlook. PlayStation has been one of the most successful mass-market products of the past quarter-century; the PlayStation 4 alone is expected to pass 100 million units this year. Sony’s latest thinking puts less stress on overall sales numbers and more on the most-profitable segment of the market: the devoted fans who buy big-budget titles, such as Bethesda Softworks LLC’s “Fallout” series and Take-Two Interactive Software Inc.’s “Red Dead Redemption.
Sony is concentrating its attention on large software publishers as it gets ready for the next PlayStation, according to executives at Sony and software makers. In general, publishers want their games on multiple platforms to maximize sales, while console makers look to make deals for exclusive content or an initial period of exclusive sales.
Google has said its cloud-based Stadia service will go beyond the boundaries of traditional consoles. Speaking to game developers in March, Majd Bakar, Stadia’s vice president of engineering, said: “You’re used to being forced to tone down your creative ambitions that are limited by the hardware. But our vision with Stadia is that the processing resources available will scale up to match your imagination.
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