Sony is giving up selling TVs and phones to work in animation, video games, the reputation of ‘world famous electronic brand’ is about to be a thing of the past?

Tram Ho

According to the Financial Times (FT), if you are an enthusiast of Sony’s “The Last of Us” game, you are either addicted to the game, or you are an analyst looking to buy shares of Sony.

It sounds funny, but MST Financial analyst David Gibson has the same opinion when he thinks that the classic game of the Sony family lasted for 2 CEO generations and entered the 3rd generation with this new leader Hiroki Totoki as clear sign for the transformation of a long-standing Japanese corporation.

From a world-famous electronic brand, Sony is gradually transforming itself into a corporation that specializes in hardware production, the other half is an entertainment company specializing in movies, games, music…

“They decided instead of spreading it out to focus on more profitable areas of strength, and surprisingly, Sony is doing very well in the entertainment business,” said Gibson expert.

Sony đang từ bỏ bán tivi, điện thoại để đi làm hoạt hình, trò chơi điện tử, danh tiếng ‘thương hiệu điện tử nổi tiếng thế giới’ sắp thành dĩ vãng? - Ảnh 1.

The FT reported that Sony, an icon of the Japanese technology industry, is clearly transforming when it has a long-standing gaming platform. This group has invested in video games even when the budget is not much and accepted a battle with the hot Streaming service industry.

For the first nine months of fiscal 2022, which ends in March 2023, approximately 48 percent of Sony’s operating profit came from games, music, movies and television. Many experts predict that this number will increase to 56% in the next fiscal year, showing the transformation of Sony.

Previously, analysts only focused on the sales of TVs or phones by Sony, now they will have to find information about video games, Sony blockbusters or songs related to the segment. music of this group.

Anime Animation

Among Sony’s strongest entertainment segments, animation (Anime) is considered to be the key because this is not only a lucrative piece of cake in Japan but is also gradually booming around the world thanks to the Internet and global. chemical.

In 2020, Sony bought the animation streaming service Crunchyroll from AT&T for $1.2 billion, and the channel now has 10 million subscribers. Sony’s goal is to build the largest animation business empire in the world.

Therefore, this Japanese technology corporation has taken a bold move when distributing its anime products to even rival online streaming platforms of Crunchyroll to maximize profits.

In terms of distribution rights for anime films, Sony owns the copyright. They’re going in the right direction in games, animation and even movies. Sony is now an entertainment group, not a technology group ,” admitted Jefferies analyst Atul Goyal.

Sony đang từ bỏ bán tivi, điện thoại để đi làm hoạt hình, trò chơi điện tử, danh tiếng ‘thương hiệu điện tử nổi tiếng thế giới’ sắp thành dĩ vãng? - Ảnh 2.

A report by the Animation Association of Japan (AJA) shows that during the pandemic, anime sales have exploded through domestic online platforms and even spread around the world as people are quarantined. At home. This has created another big push for Sony.

The latest figures show that the total global market value of the Japanese animation industry will hit a record 2.7 trillion yen ($20 billion) in 2021. Estimates by SkyQuest Technology Consulting and many experts Sony analysts show that the global anime market is growing at 10% per year and could reach $47.14 billion by 2028.

In 2021, the non-Japanese market for anime will account for 1.3 trillion yen, and experts agree that foreign audiences will contribute more and more revenue to the land of the rising sun animation. Even in 2023, many forecasts show that for the first time in history, anime sales in foreign markets will surpass those of Japan.

The Last of Us

Talking about Sony’s shift into entertainment, it is impossible not to mention the game “The Last of Us”, which has been adapted into a TV series. This is an important turning point that makes Sony expand its territory from games to other movie and music categories.

This game was released in 2013 on the PlayStation, produced by a studio under Sony. They immediately became a phenomenon when they sold 37 million copies and attracted countless fans. The appeal of this game series made the US station HBO sign a contract to make a TV series, thereby showing the popularity of Sony.

Not stopping there, many Sony game products are also being made into movies such as “Horizon Zero Dawn” produced by Netflix, “God of War” contracted by Amazon Prime Video.

Sony đang từ bỏ bán tivi, điện thoại để đi làm hoạt hình, trò chơi điện tử, danh tiếng ‘thương hiệu điện tử nổi tiếng thế giới’ sắp thành dĩ vãng? - Ảnh 3.

HBO’s TV series “The Last of Us” adapted from a Sony game

Now I have to pay Sony to listen to songs by the band The Clash or watch the TV series ‘The Boys’ on Amazon. If I were a ‘Spider-Man’ fan, I would definitely have to pay a lot of money for Sony to buy related products, from movies to games,” admitted Sony expert Pelham Smithers.

Since moving to the entertainment business in 2013, Sony’s stock price has increased more than 10 times.

*Source: FT

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Source : Genk