Prática de Shadowing: The Gaming Market is Starting to Break. - Aprenda a falar inglês com vídeo
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This is a PlayStation 5.
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It came out in 2020 at $399, and now, even though it's six years old, it costs $599.
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Nintendo's announced a price hike to their Switch, too.
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The Xbox has raised its price three times since 2025, and the scariest part is not even the extra money, it's what's happening around it.
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Because at the same time, PlayStation announced it's going to stop shipping physical game discs entirely.
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Xbox has axed five of its big game production studios
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and fired thousands of people in what's being called one of the biggest single layoffs in gaming history,
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all while Nvidia has started capping how many hours a month you're allowed to play when using their services.
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The craziest part?
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Everything I've just mentioned is linked.
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This is actually all part of a single chain reaction that's already started in the gaming industry.
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And I don't see where it stops.
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To understand what I mean, if we were to take apart this PlayStation 5, inside you would find 16 gigabytes of RAM,
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or memory, which it needs to be able to run games.
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A single AI chip from Nvidia, the Blackwell Ultra, requires 288 gigabytes of memory.
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18 PlayStation 5s worth of RAM.
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Now it is a fancier type of memory than what's in your PlayStation, but it's made on the same production lines by the same companies.
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So every gigabyte that goes into this is a gigabyte that can't be made for a PS5.
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And the problem is when AI companies buy chips for their data centers, they don't just buy one.
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Chips are sold in racks, each containing 72 of those AI chips.
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So one rack equals 1300 PlayStation 5s.
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Oh dear.
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And they don't just buy one rack.
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Racks are purchased in clusters.
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Last year, Microsoft switched on their first big cluster to help power the growing needs from OpenAI's ChatGBT models.
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That cluster was 64 racks in one go.
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83,000 PlayStation 5s.
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And here's where it gets truly terrifying.
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Even that was barely a test run compared to the scale on which these new servers are being set up now, just a year later.
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OpenAI is currently building out the Stargate campus that will reportedly hold 100 times the number of racks as that first purchase.
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8.3 million PlayStation 5's worth of memory in one company's one site.
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That's almost enough PlayStations for every single household in the entire continent of Australia.
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And so when you factor in that there are also other AI companies, Meta and their even larger Prometheus site, XAI's Colossus, supposedly the world's most powerful data center,
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Amazon, Google, and every other big tech company who's galloping headfirst into the AI wars,
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we have reached a point where AI data centers are now estimated to be swallowing up 70% of the world's memory output.
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70% is going into building services that we'd barely heard of five years ago.
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And that has left everything else on the planet that needs memory, every phone, every PC, every car,
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every console, having to now fight over the small and rapidly shrinking pool that's left.
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Why don't they just make some more memory, you ask?
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Well, I don't think they want to.
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See, the entire world's memory supply comes from, largely, five companies.
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And if we're talking about the specific type of memory used to make RAM, that's only three companies.
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Samsung, SK Hynix, and Micron.
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And these three companies could choose to invest tens of billions into new factories to be able to produce more, but that would take three to four years to build.
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And if there were to be an AI crash in that time, they'd have spent it all for nothing.
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And so why take the risk when they're currently raking in cash?
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These companies are currently lapping up 70-80% margins on their memory compared to the historical norm of 30-40%
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because of one simple fact that their new favourite customers, big tech companies will pay absolutely anything for it.
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We are in a very unique situation where basically for the first time since the dot com bubble, some of the richest companies on the planet like Microsoft,
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Amazon, Google are not even behaving like businesses.
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They're spending more money than they're even making from AI
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because the fear of losing the AI race has actually become bigger than the fear of debt.
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This is a very precarious situation for the world to be in.
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And it puts these memory companies in such a powerful position
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that it feels like they've just decided to forget entirely about the consumer, with Micron actually quietly shutting down its consumer memory brand,
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crucial, to focus on these data center business customers.
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Now new factories are coming.
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Elon Musk and Intel are building a giant AI complex in Texas, for example, that will also make some memory.
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But none of it produces anything meaningful before 2028.
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Plus, almost all of that new capacity is being built for, you guessed it, the AI customers anyway.
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Because, well, you already know now.
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So how much more expensive has this memory really become?
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Well, to give you an idea, within just three months at the end of last year, the price of a single 16GB stick of RAM rose almost 300%.
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According to Tom's Hardware's RAM Price Index.
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Asha Sharma, CEO of Xbox, has said, The price we paid for console storage components was over two times as high as we paid last fall.
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These costs have since doubled again.
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And as we plan for the 2027 holiday season, we expect another significant increase.
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Taking us over five times the prices we paid only two years earlier.
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Five times!
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Memory is getting so expensive that, according to a report from TrendForce, on some high-end graphics cards, the memory that's on the card,
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known as the VRAM, now accounts for up to 80% of the total cost.
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Let that sink in.
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The actual clever bit of the graphics card that you should be paying for, the GPU chip that companies like NVIDIA spend billions designing,
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is on some cards now costing less than the basic memory that's soldered around it.
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Here's where it starts to get problematic.
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The implications from these higher prices are bigger than they first seem, because when the prices go up, of course fewer consumers buy.
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Like if we take PlayStation in May 2026, just after the price hike.
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Americans bought fewer PlayStations than they had in any May since the year 2000.
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That's before the PlayStation 2 had even come to America.
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Xbox had the worst May in its entire history.
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And it's much bigger than just PlayStation and Xbox.
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Any company that makes any type of computing hardware.
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I was speaking to the director of one of the big Windows handheld companies.
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The companies that make this kind of stuff.
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And his words were, man, Windows gaming handhelds and computers are dead now.
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No company will launch new products if the memory prices continue to rise.
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It is crazy now.
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How bad do things need to be for a director of a currently operating business to call their own business dead?
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Even like Valve, typically the strongman of value gaming, just launched their Steam machine,
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a box that's barely as powerful as the six-year-old PS5, for $1,049.
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It's not going to be the next Steam Deck, put it that way.
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So all of a sudden, the home console, the bastion that for 30 years has been the affordable way to game, the thing your mum could buy you at Christmas,
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is quietly drifting away from a staple to a luxury purchase.
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Now gamers aren't going to stop playing games, right?
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But are they going to have to start changing where they play them?
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Very possibly.
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And that's where things get concerning.
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If the If the PlayStation 6, for example, launches at two and a half times the base price that the PS5 did, $1,000, which sounds like an outrageous prediction,
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but is actually what the current latest rumors are suggesting, then it's not a crazy thought that far fewer people are going to buy a PS6.
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And you might think, okay, I mean, that's fine, I'll just wait, I'll buy it pre-owned.
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But it's not about just us, the individual.
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See the entire console gaming industry relies on momentum.
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These companies have to sell tens of millions of these consoles right out the gate to prove to developers
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that their new platform is worth developing for.
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It means that a new console is basically either all or nothing.
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You either sell tons of boxes, have developers flooding to your platform to make games for those users, and then even more users buying your console because of those games.
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The Nintendo Wii is a great example of forward momentum like this, with the console eventually hitting 101 million sales.
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Or you bottle it at the start.
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You don't manage to get that initial launch trajectory, game devs don't want to take the risk, and then pretty much nothing you do is going to save your platform.
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Like the Wii U, which came just after the Wii, and in its entire lifetime has only hit 13.5 million.
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So my question is, how on earth are Sony
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or Xbox going to build any kind of momentum with their next-gen consoles if they're priced at $1000?
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If the PS6 launches and only 5 to 8 million people buy one in the first year, whereas 80 million people are currently on PS5s.
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Which platform are developers going to prioritize their games for?
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Obviously the old one.
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Sure, they'll make a version that runs at a higher resolution for the latest hardware, but any sensible developer who's going to have to spend maybe
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half a decade pouring everything into their next game is going to do everything to make sure
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that it's PS5 users who are getting an optimal experience.
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Because that's where the money is.
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So now there is even less reason to upgrade.
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And the spiral descends.
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Because here's the thing, Sony more so than Xbox is a little bit protected in the short term.
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If no one buys a PS6 then they do still have this giant PS5 install base to sell subscriptions and games to.
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But the install base of a console is like a melting ice cube.
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Consoles break, they get sold, they get retired, and players do slowly lose attachment and stop buying games for it across its lifetime.
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They drift over to PC, phones, or just out of the hobby.
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the thing that replenishes this pool of active users is the next-gen console.
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So if the PS6 ends up too expensive to do that, then the paying population for companies like Sony is going to shrink every year with nothing refilling it.
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So if these companies want to continue to maintain their profits,
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they have to claw back money from other places.
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And as far as I can see, there are four ways that they could do this.
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The first lever they can pull is subscriptions.
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I think these companies will raise the price of subscriptions
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and will make it feel more essential to pay a monthly fee to get the experience.
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I mean, Xbox tried an enormous price increase at the end of last year to its Game Pass, then realised they went a little too far and pulled it back a bit, but it's still more expensive than it was.
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And Nintendo's already started jacking up online costs two months ago in Japan, so who knows how long till that becomes global.
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Lever 2 is game prices.
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And we've already been seeing a lot of this before the memory crisis.
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Like $60 was the default price for a game for 15 years.
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Then it jumped to $70 in 2020, only to now start another jump to $80, just five years after.
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If things carry on like this, we might be seeing the $100 video game sooner than we'd like to.
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The third lever is control.
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This is what we've just seen happen with Sony, announcing that from 2028 onwards, they're going to seize distribution of physical discs.
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And this might seem completely unrelated to what's happening here.
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But the key thing
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that this move achieves for Sony is rerouting a lot of the money in the gaming market
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that wasn't previously going to them, back to them.
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Because it means that you can't sell your games anymore.
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When games are digital, they are tied to your account.
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Effectively shutting down the entire secondhand market.
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It means that if your friend wants to play the same game you're playing, you can't just lend it to them.
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They can't just pop over to eBay and grab it for $20.
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They have to make an entirely new, maybe $80, maybe $100 purchase, direct to Sony.
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And if that doesn't already sound like a problem, look at this.
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On my PlayStation right now, if I want to buy, say, Immortals of Avian, a game that, safe to say, flopped pretty hard, Sony is currently selling that for £69.99.
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That exact same game, I can pop onto my phone, go onto CEX and order the physical edition for £5.
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It is crazy to think that this second option could just disappear.
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And crazier still, that this is how Sony prices games while these other options still exist.
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What are they going to do when there's no other option?
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To clarify, when Sony acts as the discs, you will still be able to buy their games at other retailers,
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but you'll be buying a download code that still has to go through the PlayStation store to get you the games.
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I don't know what I expected.
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So Sony will control the price more so than they ever have been able to with discs.
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I wouldn't go as far as to say that Sony axed the disc because of AI.
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But I do think that Sony axing discs is a sign of a squeezed, desperate industry, and that squeeze is largely brought on by this AI boom.
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And even if these discs don't officially die till 2028, it feels like the beginning of the end is now, with GTA 6, maybe the biggest game launch in history.
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But the only physical thing about the physical edition is a download code, at which point they might as well just be digital only.
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And Nintendo too.
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Because their game cartridges rely on the same type of flash memory that's rocketing up in price, publishers on Switch 2 are increasingly shipping data-less game key cards, like Elden Ring.
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It's a cartridge in a box that doesn't actually have the game on the cartridge, just a key that downloads it.
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So when you put it in, you're the one who has to download it, and you're the one using up your internal storage instead of theirs.
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And the fourth lever that these companies can use to recoup their costs.
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The darkest one I'm getting to.
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But for the time being, can you see how it's already getting more expensive and just worse to be a console gamer?
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This is even leading to some insiders claiming that while Sony originally planned to launch PS6 in 2027, that it has now been delayed to 2028 or later.
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And whichever way this turns out, there is absolutely no doubt that we're about to see slower progress in games becoming next generation.
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And there's even a supposedly claiming
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that the next-gen consoles will ship with less RAM than originally planned and a lower speed bandwidth, as if there weren't already enough reasons to be concerned about them.
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I was originally wondering, one upside of AI is that maybe you don't need that new hardware.
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We've already seen with NVIDIA's DLSS 5 tech that AI has the ability to massively upscale the resolution of games,
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make them run smoother, and even improve the lighting in real time.
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But alas, most of this tech can only run on new compatible AI hardware, which the current gen consoles are just not.
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Unfortunately, it's not just gaming companies and gaming consumers who are losing out in this spiral.
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Because the final lever that brands like Sony and Xbox are going to have to pull is cost cutting.
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Like I mentioned, Xbox has actually divested five big game studios, including the people behind massively popular titles like Hellblade and Psychonauts,
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and in the process also axed around 3,200 jobs.
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This is one company's one set of layoffs.
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And still it means 3,200 potentially talented level designers,
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graphic designers, voiceover artists who were previously working on the next generation of games, who there's a very good chance are just not anymore.
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Key word, talented.
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Reportedly the layoffs even include around half of the team at id Software, the studio that basically invented the first-person shooter with Doom,
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Quake, Wolfenstein, and more.
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Now, imagine if on top of everything else, the higher prices, the dirtier tactics, the reduced focus on next generation,
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that we also start getting fewer big-budget games too, because there's fewer people to make them.
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From an industry trade analysis in May 2026, a higher hardware entry price changes the shape of the next install-based cohort
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and feeds directly into the lifetime value assumptions that justify a green light decision at the publisher level.
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Or in English, publishers decide whether to make a game based on projections of
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how many consoles are going to exist in the future to sell it to.
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This memory price surge has reduced the future projected install base,
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which means that games are being killed at the pitch stage right now because of RAM prices.
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And we're not even ever going to know which ones.
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And I think there's a very good chance
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that this also affects the innovation in games Because doing new things is a risk.
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When projected install bases shrink, it means that the threshold for something to become greenlit is going to become tighter.
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So the games that make it through that are increasingly going to be those easy, safe wins.
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Games like the new Assassin's Creed Black Flag Resynced, a beloved 13-year-old game that's been rebuilt cheaply, targeted at hardware people already own,
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and absolutely filled to the brim with in-game monetization.
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Or for another example, Jason Schreier recently reported that Obsidian, one of the other top game devs, they're ending work on a new,
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unannounced RPG game to work on the next iteration of Fallout, the safe, known entity.
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These are dark times for video games.
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I mean, EA is even going all out right now on trying to create a new standard for how in-game advertising works.
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And they're not scaling them back.
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They're actually building a platform that would let advertisers in almost real time buy ads
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that will then appear onto billboards and objects that you will see while trying to play your games.
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Now, you would hope that there will be limitations on what can be advertised where, but I am horrified by the idea of dropping the big bucks on Ghosts of Yotei,
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being knee-deep in feudal Japan, katana drawn, cherry blossoms falling, only to turn around and see a giant sign for car insurance discounts.
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And even if it doesn't go that far, think about it.
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As soon as there becomes a monetary incentive to show gamers adverts, how could that not start to change how game worlds are designed, and even what types of games are made,
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and how permanently online they need to be connected.
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Now, a lot of the issues that we've talked about, game publishers getting greedier, the layoffs has been happening already in the background for years.
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I mean, especially after COVID, when companies realized that they couldn't sustain the revenues that they had
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when all we were allowed to do was basically play video games.
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So they've been finding all sorts of ways to recoup those costs, both in-game and also by culling employees.
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You're fired!
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The point being, the fire was already lit, but the AI crisis stacked on top of this already strained
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industry is like the fire brigade showing up with cans of petrol.
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The problems are now accelerating so fast that, yes, there's still a possibility that the memory crisis suddenly starts to ease.
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I hope it does.
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It is possible that this AI bubble that some people are calling it does just pop entirely.
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But the worrying thing is, if they don't, how much more can console
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and game prices keep going up
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and demand keep going down before this entire business model for a games console as we know it becomes unviable.
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I don't think very long at all.
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If the AI industry carries on doing what it's doing then there's one of three things I could see happening
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and I don't think any of them are good news.
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One, cloud gaming like Nvidia's GeForce Now becoming a more popular alternative
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so that Nvidia can rent us the graphics card we can no longer afford to buy
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and own and we can stream games from their servers for a monthly fee forever.
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And this isn't conjecture, the service is growing, racking up 30 million registered users,
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with industry analysis actually citing the hardware scarcity from this memory crisis as one of the big three drivers of that.
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30 million is a huge amount of people.
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Not an entirely fair comparison, but that's basically the same number of people that have bought the current gen Xbox Series S and X combined.
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And what makes this so depressing that it's almost funny, Nvidia just this January has enforced a 100 hour a month playtime cap on paid GeForce Now accounts.
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Obviously that's not going to affect every user, but it paints quite the picture of what the world could look like when you don't own your hardware.
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The second thing I could see happening is older classic games becoming not just something
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that you revisit because you fancy a bit of nostalgia, but something that you settle for because it's a whole lot more affordable.
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We've already started to see this on PC, where the majority of all PC playtime now goes towards games that are over 6 years old.
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And a recent survey from Tom's Hardware, a publication that's only really going to be read by PC enthusiasts,
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finding that 60% of their readers won't be upgrading any hardware for at least the next two years.
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And then the third situation is mobile gaming becoming more of a default.
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See, all tech is getting more expensive, right?
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PCs, consoles, and that includes smartphones too.
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But people are still going to buy a smartphone, because it's considered much more of an essential than a game's console.
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So if the user base of the smartphone remains steady, and if anything continues to rise, while the pool of people who can keep up with the increasing costs
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and difficulties of being a console or PC gamer falls, of course I could see a situation where developers are much more incentivised to put their eggs into the mobile basket.
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Am I happy about that?
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Hell no!
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Console games are held to a certain standard that mobile games just aren't.
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And it's not like you can just make console games and then put them on mobile.
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This has been tested time and time again.
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Resident Evil 4, Death Stranding, Assassin's Creed Mirage, and commercially, they largely flocked.
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They cost near console money and barely anyone bought them.
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Because mobile gaming rewards free-to-play, battle passes, and in-game currencies and adverts.
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So the future that I'm worried about is not your favorite console game but smaller on a phone.
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It's this entire industry where the only economically sane thing for a game dev to do is to build endlessly monetized, free-to-play machines.
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Games that are not designed around spectacle and hardware-pushing experiences because no one has the hardware.
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And instead are all about just reusing safe IPs that have worked before, remaster after remaster, made by fewer and fewer people.
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And it's about what we lose on the way.
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From the games that you can no longer borrow from your friends to the graphics cards
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that you might have to borrow from your not-friends the industry
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will find a way to claw its money back from the one group of people who can't pass that cost on.
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That's us.
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I'm a console gamer at heart, but I've actually noticed myself becoming more of a mobile gamer these last few months.
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I'm currently playing a ton of Pokemon Champions on my phone instead of the Switch.
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And even my second favorite franchise, Monster Hunter, their next game is mobile only.
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And it's just created yet another reason why Surfshark VPN, our sponsor, has a permanent place in my control center.
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Because the moment that your gaming moves to your phone, your gaming moves to the internet full time.
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You're playing on cafe wifi, hotel wifi, airport wifi.
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And every one of those networks is a vulnerability.
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So the fact that I can just single tap here and know that every account login, every payment detail is all encrypted before it leaves my phone is a massive peace of mind.
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Especially since the rise of AI is actually making it much easier for scammers to use that info to convincingly deceive you.
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And unlike the immense price creep that we've seen across the entire gaming industry, Surfshark's price is still as low as it gets.
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With the code BOSS, it's $2 a month for an unlimited number of users.
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O cenário: O que está acontecendo com o mercado de games?
No vídeo, é explicado como o crescimento da inteligência artificial está impactando o mercado de consoles. Produtos como o PlayStation 5 e o Nintendo Switch estão sofrendo aumentos de preço, e fabricantes estão cortando produção de discos físicos e estúdios de jogos. Tudo isso porque as empresas de IA estão absorvendo 70% da produção mundial de memória RAM, deixando menos recursos para outros dispositivos. Essa situação cria um contexto rico para aprender inglês com YouTube, pois combina termos técnicos e conversacionais.
Trechos úteis e colocações para memorizar
- Chain reaction: "Tudo isso faz parte de uma única reação em cadeia na indústria de games." (Reação em cadeia)
- Swallowing up: "Os data centers de IA estão engolindo 70% da produção de memória." (Engolindo, absorvendo completamente)
- Raking in cash: "As empresas de memória estão ganhando muito dinheiro com as vendas para a IA." (Lucrando muito, arrecadando dinheiro)
- Headfirst into: "Grandes empresas estão entrando de cabeça nas guerras de IA." (Entrando de forma intensa e sem hesitação)
Seu desafio de shadowing: pratique agora!
Para melhorar a pronúncia em inglês e a fluência, faça o shadowing com um trecho do vídeo. Escolha a parte onde o narrador fala sobre a "reação em cadeia" (chain reaction) e siga estes passos: 1) Ouça o trecho 2 vezes para entender o ritmo. 2) Repita em voz alta, imitando a entonação e a velocidade. 3) Grave sua voz e compare com o original. Isso ajuda na prática de conversação em inglês e no domínio de expressões naturais. Use um shadowing site para auxiliar, mas mesmo com o YouTube, basta pausar e repetir. A chave é a consistência!
Gramática neste vídeo
As estruturas que o falante mais usa, com as palavras exatas do vídeo:
| Estrutura | No vídeo |
|---|---|
| Present perfect continuous have/has been + -ing — uma ação que começou antes e continua | we've already been seeing · has been happening · they've been finding |
| Present perfect have/has + particípio passado — uma ação passada que ainda importa agora | has raised · has started · I've just mentioned |
| Voz passiva be + particípio passado — o foco está no que acontece, não em quem faz | being called · is linked · can't be made |
| Orações relativas who / which + oração — informação extra sobre uma pessoa ou coisa | one who has · people who can |
O que é a Técnica de Shadowing?
Shadowing é uma técnica de aprendizado de idiomas com base científica, originalmente desenvolvida para o treinamento de intérpretes profissionais. O método é simples, mas poderoso: você ouve áudio em inglês nativo e repete imediatamente em voz alta — como uma sombra seguindo o falante com 1-2 segundos de atraso. Pesquisas mostram melhora significativa na precisão da pronúncia, entonação, ritmo, sons conectados, compreensão auditiva e fluência na fala.