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The gaming industry will have a market value exceeding 503 BUSD by 2025.
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Traditional consoles maintained a solid user base of 23.7 percent in 2024.
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PlayStation 2 holds the historical record of 158 million units sold.
The gaming industry positions itself as one of the most dynamic and prosperous sectors in the contemporary digital ecosystem. According to Inkwood Research projections, this market will reach a valuation exceeding 503 BUSD by 2025, encompassing a comprehensive spectrum that includes platforms, titles, consoles, merchandising, and peripheral devices.
A study conducted by GWI during the second quarter of 2024 revealed telling data about consumption habits: more than 70 percent of global internet users chose smartphones as their preferred gaming platform. PC gaming, both on laptops and desktops, ranked second with 35.8 percent penetration, while traditional consoles maintained a solid user base of 23.7 percent.
In this context, PlayStation emerges as an undisputed reference. From the launch of the revolutionary PlayStation 2 in 2000 —which holds the historical record of 158 million units sold— to the sophisticated PlayStation 5 launched in 2020, the brand has defined each console generation. The PS5, along with Microsoft’s Series X/S, represents the vanguard of the ninth generation of interactive entertainment systems.
Sony’s continuous innovation was manifested in 2023 with the launch of PlayStation VR2, a second-generation virtual reality device that quickly captured 15 percent of the global XR technologies market, consolidating the company’s position in the field of immersive experiences.
On the thirtieth anniversary of PlayStation, we had the privilege of speaking with Rafael Stival, Marketing Director of PlayStation LATAM, who shared his vision about the past, present, and future of this emblematic brand in the region.
IBTL: PlayStation turns 30 at a crucial moment for the gaming industry. How has the brand’s presence evolved in Mexico and Latin America during these three decades?
RS: Our 30th anniversary is an incredible milestone for Sony Interactive Entertainment (SIE), our gaming community, and all our partners. We feel honored to see how PS5 continues to lead this console generation and how it has driven the industry with new innovations. PS5 has already impacted millions of players worldwide with more than 60 million PS5 consoles sold and a highly engaged audience of 116 million monthly active users worldwide.
Latin America, and especially Mexico, holds a very special place for PlayStation—it’s an incredibly important and growing region for us. The entire Latin American region has a strong community presence in gaming, but we’re also seeing strong growth in the adoption of our hardware and software. Our community in Latin America, particularly in Mexico, is deeply passionate and highly engaged, and we’re eager to continue fostering growth in many ways.
IBTL: The Latin American market has very particular characteristics regarding video game consumption. What specific strategies are you implementing to strengthen PlayStation’s presence in the region?
RS: A key important point is that we have a local team in Latin America that truly understands the business and its various cultures. This is, without doubt, the most important and relevant aspect: having a team that deeply knows the market, unique local characteristics, and culture. This allows us to effectively balance globally developed communication with localized strategies that authentically connect with the local community.
IBTL: 2024 was a significant year for PlayStation with launches and the global promotional video filmed in Mexico City, how was the process of filming a global campaign in Mexico City?
RS: Our latest PlayStation brand campaign, which is currently broadcasting worldwide, was executed and managed by the global team with strong support from our local team. Mexico City was chosen as the centerpiece because its vibration and playful character perfectly align with the campaign’s tone.
I’m pleased to say it turned out to be a fantastic experience—not just for us, but also for the global team, who had the opportunity to collaborate closely with us here. Mexico—and Latin America in general—is incredibly open, welcoming, and always excited to receive people from around the world. It’s the perfect place to bring PlayStation’s energy to life!
What’s really important to me is that the campaign conveyed a message to our community that Play Has No Limits. It’s in every moment of the spot and demonstrates how you can expand the gaming experience to everyday life.
That’s what PlayStation is about—making gaming fun, exciting, immersive, and something you can continue enjoying day after day.
IBTL: Nostalgia plays an important role in this 30th anniversary. What special initiatives do you have prepared to celebrate this milestone with the Latin American community?
RS: We’ve launched several exciting initiatives to celebrate PlayStation’s 30th anniversary, honoring the brand’s legacy, its multiple facets, and the special moments that have touched us all.
A standout example is My First Gran Turismo—a completely free version of the iconic racing franchise developed by Polyphony Digital, a series that has been part of every PlayStation console since the beginning.
Another incredible highlight was the PlayStation 5 update with the iconic startup sequence from the first PlayStation. It gave many of us chills, bringing back memories of playing on that console three decades ago.
And to complete it all, we launched an exclusive line of PlayStation products celebrating this historic anniversary, with a special design inspired by the original console we all know and love.
IBTL: Looking towards the future, how does PlayStation envision the evolution of gaming in Latin America? What role will technologies like virtual reality and cloud gaming play in this region?
RS: Looking to the future, we’re excited about what’s coming. For our exclusive games, we have a game that’s generating a lot of anticipation from Sucker Punch that was announced just a few months ago called Ghost of Yotei that will launch this year. And, last fall we introduced the PS VR2 adapter for PC to provide players access to Steam’s extensive library of thousands of VR games like fan favorites Half-Life: Alyx, Fallout 4 VR, and War Thunder.
You can be sure there are more products on the horizon as we continue building on the momentum we’ve created over the last year. Our focus remains on delivering exceptional experiences, top-tier quality, and the complete PlayStation ecosystem that our fans love.
IBTL: In terms of accessibility and prices, what strategies are you considering to expand the user base in emerging markets like Latin America?
RS: At SIE, we have a significant focus on ensuring that Mexico and Latin American countries have access to the complete product portfolio on its global launch date. Whether they’re exclusive titles for our consoles or incredible games from our publishing partners, our mission is to bring the best gaming experiences to our community.
Another main priority for us is meeting the demand of our passionate fans, who show their love for PlayStation by eagerly anticipating our new releases from the moment they’re announced. Their excitement motivates us to keep delivering exceptional products and experiences, from day one!
IBTL: PlayStation has been a pioneer in narratives and immersive experiences. How are these contents adapted to resonate with the Latin audience?
RS: We’re committed to adapting our content to our region. For example, the level of localization and translation in all our games today is incredible—they’re completely localized to Spanish and Brazilian Portuguese. Another great example is how we manage our social media channels. They’re handled locally, which means platforms like Brazilian social media, Pan-American accounts, and even Instagram in Mexico are managed by team members who not only understand but live and breathe the local flavor.
IBTL: The brand has evolved beyond consoles, becoming an entertainment ecosystem. How is this transformation reflected in your plans for Latin America?
RS: Year after year, Latin America continues to grow stronger—not just in terms of business growth but also in how we connect with our community and deliver incredible experiences together. A great example of our efforts were the Astro Bot launch events we organized last year in Mexico City and São Paulo. These events not only served as the kickoff for one of PlayStation’s most important games of the year but also brought Astro’s vibrant universe closer to our community.
The fan response was overwhelmingly positive, and their enthusiasm has inspired us to continue crafting strategies that keep us closely connected with PlayStation fans. These moments reinforce why we do what we do.
IBTL: ESports and competitive gaming are growing exponentially in the region. What role does this segment play in PlayStation’s strategy for Latin America?
RS: ESports and competitive gaming provide SIE with a way to continue driving engagement with our global gaming community. For example, with PlayStation Tournaments, PS5 players worldwide, including Latin America, can compete online and win prizes playing popular games like EA Sports FC 25.
IBTL: To close, what message would you like to share with the PlayStation community in Latin America on this 30th anniversary?
RS: After these 30 years I can say with confidence that the PlayStation brand is stronger than ever—not just globally, but also in Latin America and Mexico. We’re constantly working to provide our fans with the best, offering immersive and unforgettable experiences for our incredible community.
Everything we do stays true to our mission of making PlayStation the Best Place to Play for our fans. We’re grateful to our wonderful community of players for accompanying us on this journey and embracing the incredible experiences that PlayStation has to offer. We want to celebrate this moment with the fans, who have made this special moment possible.
There are still many great experiences to come, and we look forward to celebrating the next 30 years and beyond with our PlayStation community.
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