Artificial Intelligence Set to Disrupt Gaming Industry
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Apr 23 2026
0mins
Source: CNBC
- Cost Reduction Potential: According to Morgan Stanley's report, generative AI could halve the costs of developing new games, creating a $22 billion profit opportunity for companies, significantly enhancing industry profitability.
- Increased Competition Risk: While lower costs may boost margins for existing developers, the widespread adoption of this technology will lower barriers to entry, intensifying market competition and potentially putting pressure on smaller developers.
- Potential Winners Analysis: Morgan Stanley identifies Sony, NetEase, Roblox, and AppLovin as potential winners in the AI era, with Sony's diversified portfolio and strong intellectual property base positioning it to effectively navigate industry disruptions and capitalize on AI advancements.
- Rising Importance of Advertising: As competition intensifies, the significance of advertising in the gaming industry will increase, with Morgan Stanley analysts noting that platforms capable of efficiently matching demand with users will become more valuable, particularly for companies like AppLovin.
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Analyst Views on SONY
Wall Street analysts forecast SONY stock price to rise
1 Analyst Rating
1 Buy
0 Hold
0 Sell
Moderate Buy
Current: 21.720
Low
34.00
Averages
34.00
High
34.00
Current: 21.720
Low
34.00
Averages
34.00
High
34.00
About SONY
Sony Group Corp is a Japan-based company engaged in the games & network services (G&NS), music, movies, entertainment technology & services (ET&S), imaging & sensing solutions (I&SS) and other businesses. It has seven business segments. G&NS segment is involved in network service business, the manufacture and sale of home video game consoles and software. The Music segment mainly includes music production, music publishing and video media platform businesses. The Movies segment mainly includes film production, television program production and media network businesses. The ET&S field mainly includes the television business, audio, video business, still image, video camera business, smartphone business and Internet-related service business. The I&SS segment mainly includes the image sensor business. The Financial segment is involved in the insurance business and banking business. The Other segment consists of activities such as disc manufacturing business and recording media business.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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