Former PlayStation executive Shawn Layden has put forward a radical proposal aimed at breaking the persistent ceiling on global console sales, suggesting the industry needs a unified, open format akin to the ubiquity of household appliances.
The Persistent Console Sales Cap
Speaking on the Pause for Thought podcast, Layden highlighted a recurring trend in the video game market. Despite the industry's overall value soaring to around $250 billion, the number of dedicated consoles sold each generation consistently hits a wall. 'The number of discrete consoles sold over any particular generation caps out about 250 million,' Layden explained. He noted the only anomaly was the Wii era, which briefly pushed sales toward 300 million by attracting a non-traditional audience.
Recent market data underscores the challenge. While the PlayStation 5 remains successful and the Nintendo Switch 2 set records as the fastest-selling console ever, broader trends are concerning. The United States saw its worst November for console sales on record, and the UK market has also experienced a year-on-year decline across all platforms.
A 'Consortium' for Universal Gaming
Layden's solution is a fundamental shift away from closed ecosystems. He envisions a future where any game can run on any device through a standardised, open platform. 'Maybe we find a way just to do it all in a Linux kernel or something,' he proposed. 'And then we have a consortium around that, we have licensing programs which allow other manufacturers to build into that space, and then you can talk about real numbers moving. That’s how you get to the ubiquity of the toaster.'
This idea of a gaming consortium would require unprecedented cooperation between fierce rivals like Sony, Nintendo, and Microsoft—a scenario Layden himself admits is incredibly unlikely in the near term. Sony has begun porting some titles to other platforms like the Switch, but its major exclusives, such as those from Naughty Dog or Insomniac, remain PlayStation 5 staples for years. Nintendo, buoyed by the phenomenal success of bundles like the Switch 2’s Mario Kart World, shows no inclination to release its iconic franchises elsewhere.
The Enduring Value of Exclusives
Interestingly, Layden's advocacy for an open format does not extend to dismissing the value of platform exclusives. In the same interview, he strongly defended their strategic importance. 'I don’t think every game should be console-exclusive, but I do accept the fact that if you’re going to have platform companies, like Sony and Nintendo… there is a huge value to the brand in having strong exclusives,' he stated, joking that a Super Mario game on PlayStation would signal the apocalypse.
He argued that exclusives allow developers to 'push every lever to 11' by fully optimising for a single set of hardware capabilities, often resulting in technically superior and innovative experiences.
The Road Ahead for Consoles in 2026
The console market faces a pivotal year in 2026. The launch of Grand Theft Auto 6 is anticipated to provide a massive boost to PlayStation 5 sales, even though it will also release on the struggling Xbox Series X. Furthermore, Valve's second attempt at the living room, the Steam Machine, is set to launch. Described as a PC in console clothing, its success—potentially bolstered by rumours of Half-Life 3 as a launch title—could disrupt the traditional console dynamic.
While Shawn Layden's vision of a unified gaming consortium remains a theoretical blueprint rather than an imminent business plan, it sparks a crucial conversation about the long-term growth and accessibility of the console market. The industry must navigate the tension between the walled gardens that drive competition and the open ecosystems that could expand its reach.
