It looks like Sony is planning a European expansion of its direct-to-customer (D2C) business, which would cut the middlemen out of the equation between the manufacturer and the player.

PlayStation Direct is essentially the online retail store of Sony in the United States: with this site, you don’t order a PlayStation 5 from a big chain, such as Walmart, but directly from Sony, who thus don’t have to ship the consoles to a third-party company. Instead, the player can directly get the shipment from Sony, who previously required people to pre-order the PlayStation 5s from PlayStation Direct.

There is a new job listing, which is for Sony’s PlayStation Direct Europe Director role. „[…] We are looking to build on the successful launch of the new direct-to-consumer business in the US with the launch in Europe […] this role will be responsible for the European sales strategy and delivering the sales targets of the direct to consumer hardware business in Europe. […] The PlayStation Store & Services (PlayStation Plus, PlayStation Now,..) businesses have continued to deliver substantial growth and represents a significant proportion of Sony Interactive Entertainment’s overall revenues as well as approximately 15% of Sony’s revenues,” the job listing says. The expansion can cut the scalpers’ access to consoles off, which is a highly appreciated idea. Customers getting their new hardware directly from Sony should be beneficial for both parties.

The PlayStation Direct store in the United States launched in September 2019, and it looks like Sony is pushing its boundaries across the pond to Europe, which could help curb the issues (there is a significant demand for PlayStation 5 units, but the supply is lacking). However, we have yet to see when the virtual doors will open in Europe, but seeing the revenue possibilities, it’s not surprising to see such an expansion.

Source: VG247