Sony (SONY) continues to chase immersion as it develops new technology to attract gamers, including the ability to smell their PlayStation. The company showed off its Future Immersive Entertainment Concept at the 2025 Consumer Electronics Show (CES), which includes such a feature.
Stay Ahead of the Market:
- Discover outperforming stocks and invest smarter with Top Smart Score Stocks
- Filter, analyze, and streamline your search for investment opportunities using Tipranks' Stock Screener
This Sony concept shuffled gamers into a small room surrounded by its Crystal LED displays, creating a fully 3D view around them. The PlayStation owner then showed gameplay footage of The Last of Us and used the various features of the Future Immersive Entertainment Concept to trigger gamers’ senses.
Smell is among these, but the concept also provides haptic, visual, and audio feedback. The only sense Sony is missing now is taste, but gamers probably aren’t ready to savor zombies, and they aren’t ready to smell them yet, either. This concept, while interesting, doesn’t seem like it will be added to PlayStation consoles anytime soon.
Sony Wants to Be the King of Immersion
Sony has long sought ways to increase gamers’ immersion. Even as far back as the PlayStation 2, Sony was betting its future on pulling gamers in with unique features. For example, the face buttons of the PS2 were pressure sensitive, meaning gamers could apply different amounts of pressure for various effects. Not many games used this feature and it was cut after the PlayStation 3, but it was one way to make gamers feel more involved.
Interestingly, a 1999 PS2 commercial also showed off a hypothetical PlayStation 9 that could link with gamers’ brains. That commercial depicted the PS9 as a clear orb that, when opened, sent particles up the user’s nose and into their brain. It’s well beyond smell-o-vision, but maybe this latest concept is the first step toward that future.
Is SONY Stock a Buy, Sell, or Hold?
Turning to Wall Street, the analysts’ consensus rating for Sony is Moderate Buy based on two Buy ratings over the last three months. With that comes an average price target of $24, a high of $25, and a low of $23. This represents a potential 17.94% upside for SONY shares.
