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<html><body><div>Lu-Hai Liang is a U.K.-based writer.When "Avatar" was released in December 2009, in challenging economic conditions as the financial crisis played out, it drove a trend for 3D movies. Cinemas around the world rushed to upgrade their projectors and take advantage of the extra revenues these movies brought in. "Avatar" eventually beat out "Titanic" to become the biggest blockbuster of all time, ushering in digital movies, and lifting the box offices of cinemas the world over.Next year could see the video game equivalent of "Avatar." Like James Cameron's movie, phenomenal returns are hotly anticipated, and one "cinema chain" in particular is set to reap the rewards.Once upon a time, Microsoft's Xbox and Sony's PlayStation were great rivals, as the companies released ever more powerful consoles. Nintendo, meanwhile, has swanned off to pursue another strategy; one that has proven highly successful. The Nintendo Switch and its successor the Switch 2 trades raw computing power for portability, a design decision that consumers seem to love, but which makes it incapable of running the most technologically demanding games.Despite a healthy start, the Xbox has fallen by the wayside in the current console generation, leaving the PlayStation 5 far in front. As of June, Sony has sold 80.2 million PS5s since its release in 2020. And while Microsoft does not release exact figures, it's estimated that Xbox Series consoles have sold less than half that number.This leaves Sony in prime position to lavish in the biggest video game release in a generation: Grand Theft Auto VI. While the blockbuster action-adventure game won't change the technological conditions of the industry, it is going to deliver massive revenue for Take-Two Interactive -- the parent company of its developer, Rockstar Games.It's been 12 years and counting since the release of GTA V, the last game in the series. Rockstar Games has named May 26, 2026, as the release date for GTA VI.DFC Intelligence projects that 40 million copies will be sold in the first year of GTA VI's release, generating $3.2 billion in total revenue for the first 12 months. Games like these can also have very long tails. GTA V, for example, continues to make roughly half a billion dollars a year, thanks in large part to the add-on GTA Online. Much of this comes from selling players "Shark Cards," which dispense virtual cash in the online game. GTA VI is expected to have a similar online component that might even be sold separately, further fueling profits.While the PS5 is in its decline phase, with sales having peaked in 2023, the GTA VI hype could nudge those who haven't yet bought in to finally pick one up."One of the factors slowing adoption of the current generation of machines is a shortage of exclusive blockbuster games as development timelines continue to widen," said James McWhirter, a senior analyst with tech-focused research firm Omdia."GTA VI ticks all the boxes to drive adoption -- it's currently exclusive to consoles, and it's the most hotly anticipated blockbuster game of the generation," he added. 
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 Shigeru Miyamoto, the creator of Super Mario series, attends the premiere of Universal Pictures' "The Super Mario Bros. Movie" in Los Angeles on April 1, 2023. Gaming's shift into a broader entertainment landscape is a burgeoning trend.



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Sony's more premium version of the console, the PS5 Pro, which is more powerful than the base model, is another opportunity. McWhirter expects Sony to strike a marketing deal with Take-Two Interactive to reinforce the idea that the more expensive PS5 Pro is the best way to play the game. "This will help Sony onboard more valuable users into its ecosystem."Beyond driving console sales, Sony will also take a 30% cut on revenue from digital sales of GTA VI as well as in-game purchases. While the Xbox is also expected to benefit from the release of GTA VI, Omdia projects that by the end of 2025, 86 million PS5s will be installed globally versus 36 million Xbox Series X/S consoles.The PS5 is going to be the platform for most gamers playing GTA VI. A PC version of the game is not expected for a couple years. This gives Sony the upper hand, and puts it in a favorable position to strike better revenue share deals with publishers.The way Sony has cemented its position as the dominant console platform is a story of strong branding and loyalty, with PlayStation support especially pronounced in Europe and Japan, and successful talent retention as it cultivated a stable of highly competent first-party studios.Developers such as Naughty Dog, the maker of the critically acclaimed The Last of Us series, which has also been adapted into a hit HBO show, also underlines Sony's broader entertainment focus. In a recent interview with the Financial Times, Herman Hulst, CEO of Studio Business in Sony Interactive Entertainment, said he wanted studios to consider the intellectual property they can create, so that a concept could become an "iconic franchise" for the PlayStation, and beyond.It's a smart move, especially as Nintendo also turns to IP development, with the venerable games company building theme parks and movies based on iconic characters like Mario and Donkey Kong. Gaming's shift into a broader entertainment landscape is a burgeoning trend, and Sony is well placed with its experience in movies and investments in anime.But it's not all bright skies. The console lifecycle means Sony will be preparing for the inevitable transition to the PS6 even as players feel the current generation is just hitting its stride. The frequency of blockbuster first-party games has slowed and the turn to games-as-platforms, with the likes of Fortnite and Roblox, means less engagement for the PlayStation. The ballooning costs of blockbuster game development and economic headwinds from tariffs are also challenges. On a wider scale, young people's attention is getting eaten up by short-form video and social media, and are becoming less tied to consoles hooked up to screens.But it's about the games, ultimately, and the PlayStation has managed to put out strong lineups over the years, providing a reliable platform for developers. And it's in a great place to collect a big reward next year for its efforts.
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