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Entertainment·P Space·Model-prefilled problem·Published 2026-07-20

Why is gaming becoming so expensive? The answer is found in AI

When the PlayStation 5 launched almost five and a half years ago, it was listed at £449 in the UK. If you were to buy one at the recommended retail price today, it would be £569.99, or £789.99 for the updated Pro model. Sony has just raised the price of its console by another £90, the latest in a series of hikes. This is unprecedented: consoles have always decreased in price over time (until they become retro collectibles – the other day, I saw someone asking £200 for a SNES on Vinted). So, what’s going on? Unfo…

TRV-2026-0337JournalismPermanent record — cite & verify
Why is gaming becoming so expensive? The answer is found in AI

Publisher image: The Guardian.

The quick read

By 1 April 2026, the Guardian reported that gaming hardware had become markedly more expensive, with the PlayStation 5 rising from a3449 at launch to a3569.99 in the UK after a fresh a390 increase. The article linked this to surging demand for RAM and storage from AI data centres, compounded by inflation and disruption from wars in Ukraine and Iran, affecting consoles, PC graphics cards, and handhelds like the Steam Deck.

The price pressure matters because it shifts costs from enterprise AI investment onto everyday consumers who want to play games, raising questions about affordability and availability of consumer electronics. It remains uncertain how much of the increase is directly attributable to AI versus other macro factors, and whether shortages will delay or cancel products like Valve's rumoured Steam Machine.

Main points
  • By April 2026, PlayStation 5 UK RRP rose from a3449 at launch to a3569.99, with a a390 hike just announced, and Pro model at a3789.99.
  • Article attributes price pressure to AI data centres increasing demand for RAM and storage, alongside Nvidia graphics cards now costing more than a31,000.
  • Valve has run out of Steam Decks and is struggling to make more, with speculation its Steam Machine may not launch due to component costs.
Problem

Demand from AI data centres has increased RAM and storage costs, contributing to higher retail prices for gaming consoles and PC components for consumers.

The rundown

The piece details a UK price trajectory for PlayStation 5 from a3449 at launch to a3569.99 in April 2026, with the Pro at a3789.99, and notes Nvidia's market cap hitting a35tn in October while top-range graphics cards exceed a31,000.

It also reports supply impacts beyond Sony, including Valve running out of Steam Decks, Nintendo making fewer Switch 2 consoles and raising physical game prices by $10 in the US, and PC gamers being hit hardest.

Sources

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