Goodwill Hunting: Consoles’ brand value and loyalty is being tested | Opinion

GamesIndustry.biz argues that the next console cycle will be won as much on goodwill as on hardware, and the Hideo Kojima/Physint situation is a timely example. Sony reportedly stepped away from Physint, Kojima Productions’ next big collaboration with Sony, and Xbox Game Studios moved in to publish it instead.

The practical issue is timing: both platform holders are heading toward next-generation machines that will almost certainly carry eye-watering launch prices. That makes brand trust, customer sentiment, and perceived value more important than usual, especially when consumers are deciding whether to pay a premium for a new box or wait.

Sony’s position is complicated by a run of brand-denting headlines this generation, including the live-service push, Concord’s failure, Bungie-related turbulence, and the company’s plan to end physical disc releases by early 2028. Even with PS5 nearing 100 million units, those stories can erode the goodwill Sony will need when PS6 is finally revealed.

Microsoft, meanwhile, is being framed as more deliberately rebuilding Xbox goodwill through moves like Game Pass pricing changes and new first-party bets. The broader takeaway for developers is that platform strategy is no longer just about install base and specs; it’s also about whether players still feel emotionally invested enough to buy in again at a higher price.