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PlayStation Direct, Sony’s consumer direct store currently in the US only, is preparing to expand into Europe, based on a new job listing.
Play station DirectPlayStation, the PlayStation Direct Retail Store, appears to be gearing up for a European expansion. The digital-only store was first launched in September 2019 as a way for customers to purchase PlayStation games and hardware, often resulting in lower prices due to the lack of a middleman.
Before the launch of PlayStation 5, PlayStation Direct was the way that players could sign up for a chance to pre-order the unreleased console. Since then, PlayStation Direct has become one of the first retailers to source new PS5 stock, though generally not for that long as socks sell out in minutes. In addition to being one of the few places to reliably find new PS5 inventory, PlayStation Direct also offers games and accessories directly from PlayStation, rather than through a third-party retailer.
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As of now, PlayStation Direct only operates in the United States, however, as VG247 reports, the store may be preparing to expand into Europe. According to VG247, PlayStation Europe currently has a position for a Director of PlayStation Direct Europe. The job overview explicitly states: “We are looking to build on the successful launch of a new direct-to-consumer business in the US with the launch in Europe. “The next paragraph adds,”This role will be responsible for the European sales strategy and delivery of the sales targets for the direct-to-consumer hardware business in Europe.“
So it is clear that a PlayStation Direct expansion in Europe is in the works and at some point it’s hard to say how soon it will happen. Considering that the project does not yet have a director to outline and guide the expansion, it stands to reason that the movement is in its early stages. As the job listing points out,
“The PlayStation Store & Services businesses (PlayStation Plus, PlayStation Now, ..) have continued to generate substantial growth and represent a significant proportion of Sony Interactive Entertainment’s overall revenue, as well as approximately 15% of Sony’s revenue.. “
Considering that services like PlayStation Direct account for such a significant portion of Sony’s profits, it goes without saying that launching a European store as soon as possible would be a high priority measure.
A PlayStation Direct store in Europe would allow the continent greater access to the PlayStation 5, which has been notoriously difficult to find. While the UK may be getting out of Europe politically, the country is a shining example of these problems, with several prominent UK retailers not getting new PS5 consoles until next year. High demand combined with low supply and ridiculously proactive resellers have thrown the market out of balance, so hopefully PlayStation Direct you can succeed in Europe and fix things.
Source: VG247
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