there are a couple of things to keep in mind.
- anything that adds to real world usage, it will add to popularity and as a result price rise.
- but you first have to consider whether that thing they add is actually secure or not. for instance many altcoins are not safe enough to be used as payments! these companies will lose a lot more in the long run if they actually try it.
- another important fact is
demand. for instance there is far more bitcoin users than there are any altcoin users. so obviously adding bitcoin will get a larger audience than adding an altcoin. additionally a bigger percentage of bitcoin users see it as
a currency while the majority of altcoin users see them as
an investment and that simple distinction means they are more willing in using bitcoin for payment than an altcoin.
- the same argument goes for "creating their own token". nobody will use it because you will first have to deposit your money in their platform and exchange it for that token then use that token to buy stuff. so why bother? deposit your fiat in their platform and buy directly with fiat!
ps. i don't know about Sony but Microsoft have been accepting bitcoin for many years now