TOKYO, September 4, 2026, 00:49 (JST) — Sony (6758.T) shares fell 0.6% after introducing a PlayStation GTA VI controller priced at $84.99, putting consumer demand for the console accessories in focus.
- Sony ended down 0.6% at ¥3,895 ahead of its PlayStation event.
- Rockstar will release two GTA VI DualSense editions, each priced at $84.99, on November 19.
- Gaming hardware sales declined 10.5% in the quarter, while sales from network services increased 20.8%.
- Sony purchased ¥43.5 billion worth of shares in August.
Sony Group Corporation TYO:6758 finished Thursday down 0.6% at ¥3,895. Shortly after markets closed, the company revealed two Grand Theft Auto VI controllers priced at $84.99 each. The release comes as PlayStation faces a decline in hardware revenue, posing a test for accessory demand.
Falling hardware sales have not hindered profit expansion. Operating income for Game and Network Services climbed by 36.5% in the last quarter, while sales in the segment remained nearly unchanged.
Network-services revenue rose 20.8% to ¥208.6 billion, while revenue from hardware and other segments declined 10.5% to ¥222.0 billion. This difference highlights the increasing significance of licensed accessories and subscriptions in the overall business mix.
Sony shares: five Tokyo sessions
Close, yen per share
As of . Source: Google Finance and Tokyo market data.
The stock declined 0.8% over the five sessions starting August 28. It settled 3.7% under Tuesday’s close of ¥4,046. Trading volume on Thursday totalled 13.2 million shares.
The event featured two presentations along with over 30 games, highlighting release dates, demos, and downloadable content between 2026 and 2028.
GTA VI controller commercial timeline
Black and white editions; quantities are limited.
Also ¥12,480, €84.99 and £74.99.
The game launches on PS5 the same day.
Source: Sony Interactive Entertainment, September 3, 2026.
The controllers feature a black and white design with a color-changing surface and molded palm tree details. Pre-orders open on September 10. Isabelle Tomatis, vice president of global marketing at Sony Interactive Entertainment, stated they “capture that unmistakable Vice City energy.” PlayStation product announcement
Details on volumes, licensing agreements, and product margins were not shared. The black version will be offered through PlayStation’s direct store where supported. The white version will be distributed to select retail partners.
PlayStation quarterly sales mix
External sales, April–June 2026, billions of yen
Source: Sony quarterly filing. Percent changes calculated from reported figures.
Digital software and add-ons continued to be the biggest segment, reaching ¥485.2 billion, a decline of 1.4%. The State of Play lineup is intended to maintain a steady flow of content in the store.
Sony projects full-year gaming revenue at ¥4.54 trillion, down 3.1% compared to the previous year. The company anticipates operating income to grow by 42.5% to ¥660 billion. The forecast in July increased these projections by ¥120 billion for sales and ¥60 billion for operating income.
Gaming profit grew on nearly flat sales
April–June quarter; segment figures include intersegment sales
Source: Sony Q1 FY2026 presentation. Margin and changes calculated from reported figures.
Capital returns provide additional backing. In August, Sony acquired 11.6 million shares for ¥43.48 billion. Total buybacks have reached ¥237.35 billion to date, amounting to 47.5% of its ¥500 billion approved programme.
The initial demand indicator arrives next week. Controller pre-orders start on September 10. Marvel’s Wolverine launches September 15, with multiple titles from the showcase rolling out in October.
Risks: Uncertainty surrounds limited-edition volumes and profit margins. A showcase may boost engagement but not immediately impact earnings. Sony noted adjustments to its first-party roadmap are weighing on its gaming outlook.
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