JB Hi-Fi (ASX:JBH) Faces Higher Console Prices as Gaming Costs Rise

Aditi Sarkar

23 September 2026 02:34 PM AEST

JB Hi-Fi (ASX:JBH) Faces Higher Console Prices as Gaming Costs Rise

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Gaming consoles are getting more expensive, and that could work in favour of S&P/ASX 200 electronics retailer JB Hi-Fi (ASX:JBH). Sony and Nintendo have both lifted Australian prices for their flagship machines in 2026, citing rising costs that are closely linked to the artificial intelligence boom. The reported this week that Demand from AI platforms for memory and processing chips is helping send the cost of consumer electronics to records, bolstering retailers.

The logic is simple. JB Hi-Fi's Revenue is largely a function of how many products it sells and at what price. When the recommended retail price of a console rises by hundreds of dollars, each unit sold brings in more sales dollars. If demand holds up, higher ticket prices can lift total sales even when volumes are flat. That is why price Inflation in hardware categories can, in some circumstances, be a tailwind for large retailers rather than a pure headwind.

What has happened to console prices

Sony increased Australian PlayStation prices from 2 April 2026,. The standard PlayStation 5 rose from $829.95 to $999.95, the PS5 Digital Edition from $749.95 to $919.95, and the PS5 Pro from $1,199.95 to $1,399.95. The PlayStation Portal moved from $329.95 to $389.95. Sony attributed the increases to continued pressures in the global economic landscape, with the report linking them to rising memory chip costs driven by AI infrastructure demand.

Nintendo followed. reported in May that the Switch 2 would rise from $699.95 to $769.95 in Australia from 1 September 2026, a $70 increase. Nintendo cited changes in market conditions and the global Business outlook, while reporting highlighted memory chips as a significant factor.

Why AI is behind higher gaming costs

The chips that power AI data centres rely heavily on high-performance memory. As technology companies spend heavily on AI infrastructure, chipmakers have prioritised that lucrative demand, tightening Supply and lifting prices for the memory used in everyday consumer devices, including consoles, laptops and phones.

The 's report comes as chipmakers ride the AI wave on global markets. also reported that AMD had become the fourth US chipmaker to reach a trillion-dollar market value. For consumers, the flip side is that the components inside a games console are simply costing more to source.

What JB Hi-Fi's numbers show

JB Hi-Fi reported record sales for FY26 on 17 August 2026. Total group sales rose 4.8 per cent to $11.06 billion, while net profit after tax increased 6.0 per cent to $489.9 million, 's results announcement. The board declared a final Dividend of 127.0 cents per share, taking the full-year dividend to 337.0 cents, up 22.5 per cent and representing 75 per cent of net profit.

JB Hi-Fi Australia generated sales of $7.42 billion, up 4.4 per cent, with comparable sales up 3.2 per cent. The Good Guys lifted sales 2.7 per cent to $2.94 billion, and JB Hi-Fi New Zealand grew sales 26.0 per cent to NZ$499.5 million. Games hardware was listed among the growth categories in New Zealand.

Not a straightforward support

FAQs

Q: Why have Australian console prices increased?

A: Higher component and memory costs have contributed to price increases across major gaming hardware.

Q: What did JB Hi-Fi report for FY26 sales?

A: Group sales rose 4.8% to AUD 11.06bn.

Q: How could higher console prices affect sales?

A: Higher ticket prices can increase sales dollars if customer demand and product availability hold up.

Q: What factors could limit the effect?

A: Consumer demand, stock availability, discounting and weakness in other technology categories remain relevant.

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