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A theme of this generation has been Sony’s communication – or lack thereof. I think this past week has proven that the firm’s approach is no longer fit for purpose.

In the aftermath of its decision to kill physical games, it’s provided us with a few short sentences citing “consumer preferences”. It’s quit social media and doesn’t appear to be in any rush to return.

It’s just not good enough.

Meanwhile, misinformation has run rife unchecked online. The manufacturer’s Terms of Service has been pulled apart, while misinterpreted financial data has been used to prove points.

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Some of this could have been avoided if the company didn’t hold its community in contempt and actually talked to us about its decisions like we’re humans.

To be crystal clear: I’m not advocating for an Xbox-esque strategy here – I find the Redmond firm’s eagerness to engage with many of its most toxic fans borderline embarrassing.

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But when explosive stories emerge, it needs to get out in front of them.

I’m not excusing the firm’s decisions, nor am I suggesting it’ll ever be able to meaningfully silence the dissatisfaction – but perhaps some data about how its games have been performing physically would help to contextualise why it’s taken these decisions.

How many units of its first-party games are selling physically? What are its projections for the coming year? What are the costs associated with operating its various facilities?

How is it going to meaningfully improve the PS Store? Why has it taken so long to implement oft-requested features like refunds? How does it intend to close the gap on other rival storefronts, such as Steam?

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I will give Xbox CEO Asha Sharma some credit: she’s actually communicated the issues her company faces. She’s not sugar-coated the financial pressures put on the division, and she’s been open about the memory crisis.

Why can’t Sony do that? Would it still be accused of greed if CEO Hideaki Nishino came out and told us how much the PS5 costs to manufacture right now? If it talked to us like people and explained the problems it’s facing?

Unpopular decisions will always be unpopular decisions, but an explanation can go a long way.

PlayStation used to be better at this: it had great public speakers unafraid to front out tough times. There’s still plenty who’d disagree with the likes of Shuhei Yoshida, Andy House, and Shawn Layden – but at least they defended their decisions with dignity.

The worst part about all this is that it has the means.

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I accept Sony is never going to speak to someone like me about these things, but it doesn’t even need the media for this. It has official channels visited by millions like the PS Blog and PS YouTube, venues where it can speak directly to its consumers.

There was a time when I think PlayStation’s cloak-and-dagger approach served it well; that time has passed.

If it continues to let these stories linger and allow these negative sentiments to swell, then I do think there will be consequences.

Sony may think it can continue to stay the course and people will accept its crap regardless. I disagree.

The repercussions of its actions won’t be felt immediately, but they’re going to bite eventually. It needs to revise its approach before it’s too late.


Would you like to see a more open and transparent Sony? How do you feel about the way PlayStation treats you as a customer right now? Let us know below.

How would you rate Sony's communication strategy right now? (2,226 votes)

  1. The company's doing an amazing job, no issues3%
  2. It's adequate, but there's room for improvement6%
  3. It's awful, I don't feel appreciated as a customer83%
  4. I don't know or care8%