Sony will not attend CES 2027, ending a streak that began with the show's first edition in 1967. Neither the company nor its affiliates plan a booth or showcase, a move confirmed by a spokesperson citing a strategic shift toward entertainment, intellectual property, and creator-focused technology.

The decision follows a year in which Sony already scaled back its presence. It skipped a dedicated booth at CES 2026, relying instead on a joint venture display with Honda for the Afeela electric vehicle, a project since abandoned. Past CES appearances delivered PlayStation moments including the PS5 logo reveal in 2020 and the PSVR2 announcement in 2022. Sony has similarly stepped away from Gamescom since 2019, favoring its own State of Play broadcasts.

The broader pattern includes selling a controlling stake in the Bravia television business to TCL earlier this year. A Sony statement noted it will continue to evaluate events based on business priorities, though no return to CES has been indicated.