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First off I'm not talking about Sony making an exit from the console wars, just want to make that clear.

When will Sony ditch the playstation brand and move to a new generation, of games consoles? What would drive them to do this?

Kind of like how Nintendo killed off the gameboy brand and replaced it with the DS. The playstation has been around for 3 generations now and Sony might be thinking of introducing a new brand to the market in the future instead of a PS4.

Edit: Also does the Playstation brand hold as much weight as it used to?