Can Sony finally crack China with the PlayStation 5?
China’s gaming market is becoming more console-friendly than ever, but there are still serious roadblocks facing the PS5
The PlayStation 5 is almost here.
Sony will show off their new console in a pre-recorded video on Thursday. Gamers around the world will be tuning in for their first glimpse at the latest PlayStation… even in China, where it’ll be 4am.
The PlayStation 5 will arrive right as China’s massive gaming industry is investing more in console games than ever before. But that doesn’t mean the PS5’s success in the country is assured.
Why the impact of China’s 15-year console ban still lingers today
Of course, that doesn’t mean they were completely unavailable; gray market imports meant easy access to any console, albeit for a price. But the lower barrier to entry allowed PC and smartphone gaming to thrive.
So: More Chinese gamers are playing console games. More Chinese companies are making console games. And Sony is funding console games tailored for China. Seems like everything’s in place for the PlayStation 5 to succeed, right?
Well, not so fast.
As always, there’s one particular problem that always crops up with China: Regulation.
Chinese gamers are used to finding ways to get around the restrictions imposed on them. The country’s PC gamers rely on the international version of Steam to give them access to games that would normally be blocked. PlayStation 4 fans managed to get around their own limited offerings by using a secret feature that allowed them to access foreign versions of the PlayStation Store that had no such restrictions.
The first Chinese gamers to get their hands on the PlayStation 5 will likely do so through the grey market. But for the console to have any chance of wider success in the country, Sony will either need plenty of local games -- or another secret way for Chinese gamers to access overseas games.
The irony is that the Switch -- or at least, the international version of it -- is widely coveted by Chinese gamers, but not enough that they’d settle for the limited local version.
And therein lies the task for Sony in China: Balancing the needs of gamers with the demands of authorities. Get it right, and the company may finally be able to crack China's growing console market.