Tokyo- The Japanese electronics giant Sony Group has expanded the pace of competition in the video game industry, which seeks to raise its share in this growing market, given the remarkable interest from many companies and funds to invest in this field.
Sony revealed its new brand on Wednesday Inzon Specializing in accessories for the increasingly immersive world of video games.
Experts say that this step reflects Sony’s intention to strengthen its presence in the sector without limiting itself to the PlayStation system it produces.
The Japanese conglomerate bought the US company Bungee, which is behind the famous Destiny franchise, for $3.6 billion
The Enzon range now includes two screens and three audio helmets. While most of these products are designed for PlayStation 5 adaptation, they are also targeting the PC video game market, a segment that Sony clearly wants to promote.
A statement issued by the group quoted Sony’s director of games and marketing Yukihiro Kitajima as saying that “the market has expanded and the demand for games has become greater due to the spread of esports tournaments and technological progress in this sector.”
And Jim Ryan, director of the video games division at Sony Interactive Entertainment, said in late May that he wanted to “stimulate the growth” of the company in the field of video games thanks to the computer and mobile sectors.
He admitted that it was not “largely present” in these two areas, and he sees in these media “an opportunity to move from a presence in a very limited sector of the gaming market to a full presence.”
Sony is still betting on the PlayStation 5 console it released at the end of 2020, but its production is still affected by the disruptions in supply chains due to the pandemic, and it is therefore finding it difficult to meet the high demand.
Canton Tutu: Sony suffers a huge delay in this severely crowded market
The company is currently suffering from a delay in the category of video games on computers, especially compared to its major competitor, Microsoft, which is also competing in the field of gaming devices, through its Xbox unit.
In the field of gaming accessories, other brands such as Razer, Corsair Gaming, Logitech International and SteelSeries also have a strong presence.
“Sony is suffering from a significant lag in this deeply crowded market,” Kantan Tutu, an analyst at consultancy Games Serkan, told AFP. “It should have entered this market years ago, as it is a complete manufacturer of video games and equipment,” he added.
And last February, Sony stepped up the competition in the market by announcing that it had acquired one of the most prominent entities operating in this fast-growing sector.
The Japanese conglomerate bought Bunge, the US company behind the popular Destiny franchise, for $3.6 billion, bolstering its game studio portfolio.
The deal came after the Silicon Valley giant Microsoft announced in January a historic agreement worth $69 billion to acquire Activision Blizzard, the innovative Call of Duty that achieved great success, which will enhance its presence in the field of video games.
“It is an important step in our strategy to reach a much wider audience,” said Jim Ryan, president of Sony Interactive Entertainment, of the deal, which is the third in the market since the beginning of this year.