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PS5 price to increase in select markets

Jaybe

Member
For the record, the PS5 was already making money on PS5s given how their BOM was around $450 and their main SKU was $500. They undershipped the PS5 DE as expected, and even confirmed that the Disc Edition was breaking even.
Great post in total. Curious on this point. Is the Bill of Materials and overestimate of what it costs to create a unit. Would it include the manufacture and distribution? I have no clue what the sale price of PS5 unit to a retailer is, but would think $450 seems sensible with the retailer selling at $500. But I could also see this be a higher price to the retailer given of 470/480 since it’s a traffic driver, sure to sell, and other games/accessories are bought with it. I’ve never worked in the electronics side of the business. I just imagine iPhones and other devices like that have razor thin margins for the retailer. Hence all the other stuff they try to sell on top of it.
 

SlimySnake

Flashless at the Golden Globes
If the BOM was 450, how were they making money on consoles? On top of retailer cut there’s shipping, import costs, overhead, etc?
They were breaking even at launch. Costs go down every year. The $250 Nvme SSDs in 2020 are now going for $100. Sony orders in bulk and in two years since launch, they have reduced the BOM and should be making money on each PS5 sold.
 

DeepEnigma

Gold Member
Damn, Sony.
Oh No What GIF by Identity
 

Topher

Gold Member
Isn't the bug difference that US prices do not contain taxes? So it should be $499 + taxes while the other countries already include the taxes in the promoted price. Or do companies promote console prices already including taxes in the US?

No, you are correct that the list price does not include taxes and companies do not promote the price with taxes. This is primarily due to the fact that there is no standard national sales tax. Taxes can be different from state to state.
 

Three

Member
So why not the United States?
I guess they really are dealing in USD for manufacturing. They have both inflation and a strong USD at the moment. Those regions would have a weakened currency compared to the USD and they would be taking bigger losses on the FX rate. Might explain why USD price isn't increasing.
 

Kerotan

Member
Can you think of any other category which is going to lose €50 in the deal? Starts with a C.

Really shows that Sony could do absolutely anything and some would find a way to defend it.
CEX? The market still is going to pay 725€ or whatever they're charging here so ultimately they lose, Sony wins. Same logic for scalpers.
 

NickFire

Member
They were breaking even at launch. Costs go down every year. The $250 Nvme SSDs in 2020 are now going for $100. Sony orders in bulk and in two years since launch, they have reduced the BOM and should be making money on each PS5 sold.
Costs have skyrocketed this year And last. Inflation is through the roof. Consumer price of ssd being cheaper than launch doesn’t mean costs generally have dropped.
 
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DenchDeckard

Moderated wildly
Great post in total. Curious on this point. Is the Bill of Materials and overestimate of what it costs to create a unit. Would it include the manufacture and distribution? I have no clue what the sale price of PS5 unit to a retailer is, but would think $450 seems sensible with the retailer selling at $500. But I could also see this be a higher price to the retailer given of 470/480 since it’s a traffic driver, sure to sell, and other games/accessories are bought with it. I’ve never worked in the electronics side of the business. I just imagine iPhones and other devices like that have razor thin margins for the retailer. Hence all the other stuff they try to sell on top of it.

When I used to work at a large games retailer and had in site into distribution with company's like centresoft margins on hardware for retailers was around 5%. That's why there was such an incentive to push pre owned and software as margins could be as large as 30% or more.
 

DenchDeckard

Moderated wildly
They were breaking even at launch. Costs go down every year. The $250 Nvme SSDs in 2020 are now going for $100. Sony orders in bulk and in two years since launch, they have reduced the BOM and should be making money on each PS5 sold.
Ssd prices have only tanked because of extreme overstocks and less demand, not because manufacturing costs have dropped. Just wanted to let you know.
 

splattered

Member
You KNOW Sony is expecting GoW2 to sell gangbusters and be the reason consoles fly off the shelves this holiday season, they're literally just being greedy here in hopes God of War makes them a shit ton of money. Of course that's on top of whatever other marketing deals they have in place like COD stuff. And idiots with money will not care and continue to support their shitty practices.
 
Seems like a bold move to increase the price of the consoles by 10-12.5% just a few months before winter when heating bills are about to skyrocket (especially in Europe). If Xbox doesn't increase their price (or even decreases the Series S price) this could definitely lead to a large shift towards Xbox in those areas. Not large enough to win those areas but a sizable dent. Will have to see how this impacts the market, as it's kind of unprecedented for a gaming console to increase after launch in several huge regions. Will consumers stick with Playstation, or will there be blowback in people deciding to switch to Xbox because it's cheaper?
 

Jaybe

Member
Sucks if you want one and don't live in the US. Usually they drop bad news late on a Friday so everyone forgets over the weekend, guess jimbo doesn't give a shit.
Part of me thinks this is to establish a new regular price to then have a sale from with the holidays, even if retailer funded. I know some jurisdictions need a price in place for X days so it can be claimed for a sale price (e.g. $30 off of regular). It’s about 3 months before Black Friday now.
 

SlimySnake

Flashless at the Golden Globes
Great post in total. Curious on this point. Is the Bill of Materials and overestimate of what it costs to create a unit. Would it include the manufacture and distribution? I have no clue what the sale price of PS5 unit to a retailer is, but would think $450 seems sensible with the retailer selling at $500. But I could also see this be a higher price to the retailer given of 470/480 since it’s a traffic driver, sure to sell, and other games/accessories are bought with it. I’ve never worked in the electronics side of the business. I just imagine iPhones and other devices like that have razor thin margins for the retailer. Hence all the other stuff they try to sell on top of it.
Yes, it's just BOM. Doesnt include shipping/distribution and retailer cut. But this is typical for consoles unlike say Apple's phone and PC products which are made to make $200 in profit for Apple. Consoles are always sold at a loss because Sony knows that it will pay off over the course of the 7 year generation.

It's why Sony said the PS4 was profitable at launch even at a $381 BOM because they used the first party software sales to mitigate the shipping costs and retailer cut. They said one first party game sold per unit would make the PS4 profitable on day one. Again, this is with just a $19 difference between the retail price and BOM. PS5 started off with a $50 difference. We all know they undershipped the PS5 DE and continue to do so.

It's been two years since that BOM was revealed by Bloomberg. Sony has cut costs with the massive heatsink reducing its size and price of materials goes down every year.

07HiNjvBxF376bqXPxohGMb-1..v1569470702.jpg
 

Sakura

Member
No, you are correct that the list price does not include taxes and companies do not promote the price with taxes. This is primarily due to the fact that there is no standard national sales tax. Taxes can be different from state to state.
Canada price doesn't include tax...
That being said the CAD is absolute trash. Dunno if countries like Aus include tax in price.
 
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DenchDeckard

Moderated wildly
This is going to be a rough Xmas for everyone. If Sony has great sales and manages to catch up to close to ps4 this gen I will truly take my hat off to them.

18 million this year did they say? If they hit that...gigachads.
 

phil_t98

#SonyToo
Again, you judge Sony as a whole corporation so let’s judge MS as a whole corporation.

Otherwise we have a problem of explaining how they found $70+ Billion to spend on two publishers from their gaming sector profits alone (I will wait ;)). You are trying to talk out of both sides of your mouth.

Sony pulled in over 24 billion in 2021 and have billions in profit and you still justify the price hike by comparing to Microsoft lol
 
This is going to be a rough Xmas for everyone. If Sony has great sales and manages to catch up to close to ps4 this gen I will truly take my hat off to them.

18 million this year did they say? If they hit that...gigachads.
It's going to be a really rough holyday season for PlayStation with Ragnarok releasing in early November.

If you think about it, it's almost as though they made God of War Ragnarok $100 for new PS5 players. :goog_devil:

7880dc9d348190d97767ed699897ac37.gif
 
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Sakura

Member
This seems like kind of a dumb move.
I understand inflation is high, but when you consider consoles typically drop in price after a couple years, I'm not sure why the price needs to be increased by 10~% when inflation is what, 6-7% higher than normal? I seriously doubt they'd be taking much of a loss if they just left the prices the same.
Feels like they are just trying to take advantage of the situation, what with the systems selling out as it is.
 

SmokedMeat

Gamer™
Games in USA that cost $60 are $80 + tax (tax ranges from 5-15%) in Canada, our dollar fluctuations never really factor in here either for the worst, when our dollar gets better the price just sticks at that shitty spot.

$70 goes to $90.

USA also has a lower cost of living, all the gas bitching they do is about gallons which is roughly 4 liters, so they bitch about $3 a gallon while we're at roughly $8 for the same amount of gas give or take 0.25-0.50.

Gas hit $5 per gallon, and the cost of literally every single thing has soared.

Lower cost of living lmfao! Then eliminate your FREE HEALTHCARE.
 

Loxus

Member
For the record, the PS5 was already making money on PS5s given how their BOM was around $450 and their main SKU was $500. They undershipped the PS5 DE as expected, and even confirmed that the Disc Edition was breaking even.

Gone are the days when they would launch the console for a loss. The PS4 BOM was $381 and it sold for $399. The PS5 had a good $50 difference already which wouldve covered the retailer cut. With Sony now selling more consoles directly from their website, they dont even have to pay that.

The year the PS5 launched, they posted a record $3.25 BILLION profit. For comparison, they lost $3 billion in the first three years of the PS3. They are making more money than ever before. They didnt have the luxury of 46 million monthly PS+ subscribers back in the PS3 days or even the early PS4 days. They were only getting 10% cut from royalties, now with 70% of game sales on their own digital store, they get a 30% cut from every single third party sale including microtransactions.

And yet, here we are. Increasing the price. Passing the costs down to the consumer who already paid $500 for your premium console that has had a dearth of next gen only games to justify its cost. Absolutely shameful stuff from a company I spent decades defending.
You still think the BOM is still $450?
Have you not noticed the price increases on everything since the war?

Also, it's obvious Sony want profit on hardware without software help. Two different divisions, both have to be bring in money.
 

Trogdor1123

Member
$20 more in Canada.
I wonder if they are just taking advantage of the market or if it is legit. I’m leaning to legit but still makes you wonder
 

tmlDan

Member
$20 more in Canada.
I wonder if they are just taking advantage of the market or if it is legit. I’m leaning to legit but still makes you wonder
That's the thing, all of them make sense other than Canada.

The Euro has seen a 20-30% drop in value, the Yen has dropped in value tremendously as well, but the Canadian Dollar remained the same - I guess it now matches the exchange rate exactly + a lil more? but it's still a BS move.

I do not understand why Canada gets shafted here.
 
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