Japanese Sony is launching a new brand that will offer PC gaming hardware, the company announced yesterday, as it tries to compete for a share of the lucrative gaming peripherals market.
Sony is looking to expand beyond its flagship PlayStation console and grow revenue from other areas, including PC and mobile gaming.
The gaming peripherals market for items used by gamers was valued at $3.88 billion globally in 2019 according to Grand View Research.
Sony’s first offerings from its new Inzone brand will be three wireless headphones and two monitors, the most expensive of which will cost a suggested $899.99 in the US.
“The market has grown with increased interest in gaming with the spread of esports tournaments and the advancement of gaming entertainment,” said Yukihiro Kitajima, head of Sony’s gaming business and marketing office, in a statement.
Sony is “far behind” in the “hopelessly crowded” industry, said Serkan Toto, CEO of game industry consultancy Kantan Games.
Rival Microsoft is already well positioned, alongside rivals like Razer, although Sony will bring unique hardware features, he told AFP.
The company’s decision to enter the market now is tied to its “aggressive plan to increase PC and mobile sales for its PlayStation unit to approximately 50% by fiscal year 2025,” Toto said. .
He “apparently believes the goal is best achieved by leveraging his position in hardware to educate PC gamers.”