Sony is facing backlash from PlayStation 4 owners for implementing an aggressive marketing strategy that sees persistent messages urging users to upgrade to the PlayStation 5 console every time they power on their devices. This tactic has proven particularly irritating for gamers who are not yet prepared to make the switch to the newer generation hardware.
The Sales Context Behind Sony's Push
Since its launch in 2020, the PlayStation 5 has achieved impressive global sales of over 84.2 million units, significantly outpacing Microsoft's Xbox Series X/S consoles. However, when compared to the PlayStation 4's performance at the same five-year point in its lifecycle, the PS5 finds itself marginally behind by approximately 2.1 million units. The PS4 had reached 86.3 million sales within that same timeframe, indicating a slower migration rate between console generations this time around.
How Sony Is Delivering Its Upgrade Message
Evidence shared by Reddit user Sahilshaw09 reveals that Sony is directly messaging PS4 users through their consoles, complete with QR codes and references to the 2026 release calendar. The promotional message highlights upcoming titles like Clair Obscur: Expedition 33, Arc Raiders, and Ghost Of Yōtei from 2025, alongside anticipated 2026 releases including Saros, 007 First Light, and Nioh 3. Notably absent from this list is Grand Theft Auto 6, sparking speculation about potential delays or tensions between Sony and Rockstar Games.
The message explicitly states: 'Whether you're catching up with hits from 2025 or getting ready for the most-anticipated games of 2026, now's the perfect time to upgrade to a PS5 console. Scan the QR code to see the latest deals on PS5 consoles.' This approach has drawn criticism for omitting the fact that the PS5 currently carries a higher price point than it did at launch five years ago.
Gamer Reactions and Industry Context
Social media responses have highlighted growing frustration among the PlayStation community. Reddit user Sahilshaw09 commented: 'Damn, Sony is really trying their hardest for people like me to upgrade to a PS5,' while Twitter user Nowa (@Gamer_Girl_Nowa) noted: 'Everytime I turn on the ps4. Sony seemingly have a new notification being like "pwease buy a ps5 ??"'
The persistent upgrade prompts come at a time when PS4 owners have had limited incentive to transition to the newer system. Major titles including Sony exclusives like Horizon Forbidden West and God of War Ragnarök have continued to launch across both platforms, while many gamers primarily use their consoles as vessels for popular games like Fortnite and Roblox.
Broader Industry Implications
This marketing approach reflects broader shifts within the gaming landscape, where console generations are becoming less distinct and upgrade cycles are extending. Ongoing reports suggest this generation could be longer than usual due to factors including memory shortages, making Sony's current push potentially crucial for maintaining sales momentum.
Looking beyond the current generation, Sony faces significant challenges in convincing users to upgrade to a potential PlayStation 6, particularly if it offers only incremental graphical improvements. There is increasing speculation that the company might instead focus initially on developing a rumoured handheld device compatible with the PlayStation 5 ecosystem.
The aggressive upgrade messaging represents a delicate balancing act for Sony as they attempt to drive PS5 adoption while maintaining goodwill among their substantial PS4 user base, many of whom remain satisfied with their current gaming experiences.
