Sony will not exhibit in Las Vegas in January, a spokesperson confirmed it after Nikkei reported it first. The company has shown products at every CES since the inaugural event 60 years ago. This is a first.
They stated "entertainment, intellectual property, and technology geared to support creators," with the spokesperson adding that Sony "continuously and strategically evaluate[s] our approach to events and communications based on the needs and priorities of our diverse business."
Sony did not have consumer electronics booth at CES 2026 as well, appearing only through Sony Honda Mobility's Afeela electric vehicle. Afeela 1 production was cancelled on 25 March, and the venture has since been scrapped, with Honda projecting a net loss of up to 690 billion yen for fiscal 2025, its first since going public in 1957.
There was nothing left to exhibit.
What CES used to be for
Sony always occupied one of the largest booths on the floor and drew crowds to its keynotes even as other Japanese manufacturers scaled back.
For example Jim Ryan revealed the PS5 logo at CES 2020. PlayStation VR2 and Horizon: Call of the Mountain were announced there in 2022. PlayStation Now and Sony's 3D gaming push both launched from the same stage.
Sony hasn't attended Gamescom since 2019 and had its own State of Play broadcasts instead, where it controls the timing, the framing and the audience.
Nintendo and Xbox both had substantial presences at Gamescom last month, Nintendo with two booths including playable games, in a year where the exhibition space sold out entirely for the first time.
Sony has spent that period doing the opposite: fewer rooms, more streams.
The part CES has to worry about
Losing its longest-running exhibitor reconfigures the show floor, and it arrives while CES is already shifting away from consumer electronics toward automotive, AI and enterprise technology.
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