Last week, Sony announced the release of a PS5 console sold exclusively in Japan. Priced at just ¥55,000 (around €308), it is designed to attract less affluent customers amid a weakening Japanese economy.
In a recent report, TV Tokyo revealed that the former PlayStation management considered it “acceptable to see the PlayStation market in Japan continue to shrink”. But Hideaki Nishino, the current president of Sony Interactive Entertainment, did not agree with this wait-and-see strategy practiced under Jim Ryan.
That’s why the manufacturer decided to take swift action in Japan. Since Nintendo was also preparing a less expensive Switch 2 for the Japanese market, Sony decided to follow suit and approved a price cut for the PS5 in just four months.
While there is now a risk of selling the console at a loss within the country, PlayStation apparently prefers to stem its decline.
It’s interesting to see Sony’s efforts to strengthen the PlayStation brand in Japan with this exclusive PS5 release. It will be intriguing to watch how the market responds to this move.