Sony Corp in Toys and Games

Company Profile

About This Report

Aug 2015

Sony Corp is one of the largest consumer electronics manufacturers in the world. The company’s lines of smartphones and televisions have long been underperforming making its video game console business one of the main sources of profitability. The PlayStation line of consoles has been dominating in the market, but rapidly advancing virtual and augmented reality gaming technology has the potential to drastically change the market over the forecast period.

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Sony Corp in Toys and Games

Euromonitor International's report on Sony Corp delivers a detailed strategic analysis of the company's business, examining its performance in the Video Games market and the global economy.

Company and market share data provide a detailed look at the financial position of Sony Corp, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Sony Corp.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Sony Corp provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Video Games research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Key company facts
Financial position in Q1 FY2015
SWOT: Sony Corp
Strategic challenges and objectives

Competitive positioning

Static console sales continue to dominate Sony’s revenue
PlayStation 4 extends Sony’s lead in static consoles

Market Assessment

Free-to-play games slow video g ames sales growth
Hand-held console sales weighed down by smartphones
Static console demand remains reliant on developed countries

Geographic and Category Opportunities

China and emerging markets
Deriving revenue is a long-term proposition
Next generation experiences lead to possible shift in console cycle
Increase franchise footprint

Brand Strategy

Sony Corp’s key sub-brands and product lines


Scaling down at Sony Corp


Create entertainment ecosystems

Report Definitions

Data parameters and report definitions