4 big things we just learned about the future of Sony's PlayStation

You don't have to be a shareholder to care about the fact the 2025 fiscal year just closed for gaming companies like Nintendo and Sony. The PlayStation maker just published a collection of documents, including a lengthy earnings report, that explain how its business fared last year, from movies to music to video games. The disclosures also give us a better sense of what Sony is planning for both the PlayStation 5 and, eventually, the PlayStation 6.

Here's what you need to know.

Digital sales are booming, and that could be a problem

With price increases and slower hardware sales, publishers like Sony are increasingly looking to eke out more from digital business. We know that Sony wants to find better ways to monetize its existing user base, and that it has been testing dynamic pricing on its PlayStation Store. It's a smart strategy, especially when the sales of physical games are trending downward overall. The shift also appears to be working, based on the most recent numbers shared by Sony.

Digital software, add-on content, and network services are by far Sony's most profitable divisions, compared to sales driven by areas like music, movies, and TV. Not only are those divisions more successful, they're also growing. Sales for digital software, add-on content, and network services were higher overall in 2025 compared to 2024.

Photo: Henry Hargreaves for Polygon | Graphics: James Bareham/Polygon

The strategy shift is partially motivated by the RAMpocalypse that has jacked up prices for consoles that use chips that also power AI computing. Unemployment rates are growing, and the most impacted segment are young men — who are also a core video game audience. We're not in a market where people are running to buy $599.99 pieces of equipment.

The more people download games, the more storage space they need. Prices for storage are also skyrocketing. Not only did Sony increase prices on all of its hardware, the cheapest option saw a downgrade in storage space. Energy prices are going up, and so are internet costs. The gaming public's willingness to go digital might not be a certainty going forward. For now, most of us will just need to get better at playing digital storage Tetris.

The PlayStation 6 is looming

We are no closer to knowing when the PS6 is coming or what it will cost, but Sony still shared a couple of related nuggets. The Japanese company vaguely said that it was considering changing business models for its upcoming hardware. The earnings report also noted that its operating income was flat last year because of an "increase in investments for the next-generation platform," aka the PS6. Rumors suggest that there is a chance Sony will delay the release of the PS6 to 2028 or 2029. The newly-released documents, which say that Sony is taking a "wait and see" approach, make those rumors sound a little more plausible. While I am not in any hurry to upgrade, it's nice to know Sony is still working on it.

Sony is experimenting with AI

Before you get too excited about the prospect of a PS6, you should be aware of what Sony is thinking about AI technology. Like most major businesses, Sony wants to leverage the new technology to improve workflows, data analytics, and production planning, among other things. In the world of video games, those ambitions are not theoretical. Sony has already partnered with companies like Bandai Namco to use generative tech in the realm of video production.

According to Hideaki Nishino, president and CEO of Sony Interactive Entertainment, teams at Naughty Dog and San Diego Studio are already using AI tech that generates facial animations based on performance capture data. Another AI innovation allows Sony's game developers to convert video footage of hair into 3D models, down to the strands.

Image: Naughty Dog/Sony Interactive Entertainment

"It is an amplifier of human imagination and catalyst for new possibilities," Nishino said. "Great content comes from deep personal experiences, unique perspectives, and a strong inner motivation to express something meaningful. Fans are drawn to such stories, characters, and worlds that offer deep emotional connection. We believe the most memorable experiences will always be created by humans and enjoyed by people. AI can assist in that process, but it will not replace human imagination, creativity, and emotions.

Sony emphasizes that AI is not a replacement for human creativity. Sony also says that the AI tools it has tried can fall short when it comes to "consistency and controllability," said Hiroki Totoki, president and CEO of Sony Group Corporation. Regardless, Sony is embracing the tech. It has already been used for released games, and the publisher says that future games will use generative AI as well. "This shift represents a significant opportunity for PlayStation as a platform," Totoki said.

Bungie is getting thrown under the bus

Sony spent $3.6 billion on Bungie back in 2022, and you better believe that it wants a return on that investment. In the earnings report, Sony blames impairment costs that negatively affected its profits for the loss it has incurred thanks to Bungie. The storied FPS studio recently released hardcore extraction shooter Marathon, which hasn't fared all that well on the charts. Destiny 2 is also floundering right now. Both games have led to around $765 million in losses for Sony.

One bright note here is that, based on remarks by Sony chief financial officer Lin Tao, the publisher won't be pulling the plug on Marathon just yet. Despite a small base of concurrent users, Tao says that Sony plans to support Marathon with more content drops and improvements to the overall experience. You can read more about the Bungie dilemma here. My take? Even if Marathon did well and Destiny 2 continued trucking, justifying a multi-billion dollar price tag would be difficult for Bungie to do in a single year.

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