Sony Interactive Entertainment executives, including CEO Hideaki Nishino and Studio Business CEO Hermen Hulst, have detailed the company's strategic direction, emphasizing increased monetization of its existing user base rather than expanding monthly active users (MAU). This shift was communicated during a recent Game & Network Services Segment Small Meeting Q&A, as reported by Circana analyst Mat Piscatella.
In response to questions about achieving MAU growth by 2027, the leadership indicated a focus on maximizing profit per customer, measured by Customer Lifetime Value. They explained that this goal is pursued through "recurring revenue such as add-on content revenue," and noted that the company is "focusing more on monetizing our user base," a strategy they stated is reflected in strong FY2025 financial results. PlayStation also reported "record-high PS Plus profitability in FY2025," with the subscription service expected to generate revenue to cover the costs associated with game streaming infrastructure.
Artificial intelligence is identified as a significant long-term opportunity. CEO Nishino stated that AI is already contributing to development efficiency, enhancing player experience, improving content discovery, and enabling richer content creation. He added that AI's potential is substantial given PlayStation's global player base, IP library, and integrated ecosystem. While acknowledging the potential for AI to improve quality and development speed, the executives also noted that the company is experimenting with "AI-first initiatives" to remain at the forefront of AI's evolution in both development processes and future player experiences. One specific, albeit limited, example of AI use mentioned in development involves placeholder assets.
Addressing the platform's appeal to PC players, the executives suggested that PlayStation's association with living room play was a limiting factor, and that offering peripherals like monitors aims to broaden usage scenarios beyond the traditional console setup. For future platforms, the aim is to "deliver value that is unique to PlayStation," encompassing technological advancements and expanded usage styles for a seamless experience beyond the living room, rather than merely serving as a PC alternative.
The report also highlights a perspective that PlayStation's focus on proprietary value, such as exclusive titles, and its closed ecosystem—which requires a premium online subscription—may not resonate with PC gamers who prioritize open platforms, a broader gaming history, and independent development frontiers. The PC platform, notably, derives more than 50% of its revenue from games outside the top 20 best sellers, a depth of catalog that Sony's leadership appears to underestimate when considering PC player motivations.