Throughout history, campaigns of marketing have had a significant impact on the decision making of the consumer, causing him or her to lean towards a specific brand or establish a long-term bond that translates into sustainable loyalty.
Although there are efforts based on originality and low-cost strategies, the reality is that corporations decide to invest hundreds of millions of dollars to promote their products, the most recent case being that of the French developer Ubisoft, which has announced that Star Wars Outlaws will have more financial resources in this area than other sagas such as Assassin’s Creed and Far Cry.
In the same sense as the firm chaired by Yves Guillemot, Sony He has not spared money in his international publicity maneuvers, but without a doubt, the most notable ones have been executed in Europeproviding surprising results over the past two decades.
Since the first PlayStationthe Japanese company has been able to consolidate its product as the preferred console in the old continent market, thanks to marketing actions both expensive and innovative, allowing PS5 to outperform all of its competitors in the region today.
Examples of the above are found in the exhaustive and permanent promotion in the UEFA champions leagueas well as when they appeared gigantic artifacts alluding to various games first party PlayStation in iconic cities across Europe, emphasizing that the best entertainment experience lies in its exclusive titles.
The opposite has happened to Microsoft, since Michael Flatta marketing leader in Europe, the Middle East and Africa, acknowledged that Xbox They do not have a large enough budget to compete with Sony and have had to opt for curious and viral strategies that have not necessarily yielded the expected results.
Certainly, the share of console sales between PlayStation 5 and Xbox Series X|S In Europe it fluctuates in a range of five to oneshowing that the Redmond tech giant’s latest platform is underperforming commercially Xbox One.
The question is whether it is worth the division chaired by Mr. Flatt change strategy or adopt a new stance to promote the subscription service Game Pass or own productions that reach PlayStation consoles as happened months ago with the good reception of Sea of Thieves.
Although Xbox Series X|S It is a much more robust system with better marketing planning than Xbox OneThere is no denying that Sony has become unbeatable in Europe and its competitors will have to evolve and find different mechanisms to spark public interest.
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