“PlayStation benefits from resources that we cannot use” The PS5 also beats the Xbox Series in this area

Game News “PlayStation benefits from resources that we cannot use” The PS5 also beats the Xbox Series in this area

PS5 and Xbox Series, the shock of the generation

There has been a numbers war between the PlayStation 5 and the Xbox Series consoles for almost four yearsUnfortunately for Microsoft, Sony is still far ahead, especially because the Japanese manufacturer’s devices are better able to establish themselves in the video game landscape. In Europe, for example, the market is largely in favor of Sony’s latest console, much to Microsoft’s dismay. However, the Redmond giant could quickly digest this “defeat” by adapting its marketing strategy again! According to recent rumors on the subject, Microsoft may actually be reviewing its priorities with regard to various global markets.

Recently, parallel to the comparison of sales figures between the two consoles of the current generationSeveral rumors indicate a very strong reduction (or even cessation) of the marketing of Xbox consoles in Europe and other regions of the world. The idea behind this decision is to focus more on areas where Xbox consoles have a better hand, especially in Microsoft’s home country, the United States.. Since then, Michael Flatt, Marketing Manager for Xbox EMEA (Europe, Middle East and Africa), has made a number of statements Marketing Week This reinforces the idea that Microsoft does not want to compete in markets where it does not have the opportunity to be a leader.

In light of the PS5, Xbox continues to adapt its strategy and better manage its budgets

Indeed, competition in the European console market is tough for Microsoft, and Michael Flatt, EMEA Marketing Manager for Xbox, is not afraid to face reality and make a very critical remark on the subject. In comparison to Sony, Michael Flatt laments the lack of investment in these markets and does not hesitate to mention “mediocre” effortsThis obviously follows years of majority investment focused on the United States, but, as Jez Corden surprises in a recent article Windows Central which confirms the revelations of The Verge a few days earlier, It is surprising to see Microsoft doing this with “ Marketing resources that we do not have at our disposal ».

From a financial point of view, we have to work very hard against our competitors (e.g. Sony) (…) They are fortunate to benefit from marketing resources that we cannot have (…) We are adopting what I call a more responsible financial approach to our media investments.

Therefore, Microsoft’s goal would be to refocus on a market that the brand can dominate. However, if the American giant has had great difficulty imposing its fleet of consoles on the old continent and in other regions, It could remedy this by redoubling its efforts around its dematerialization strategy, as it has done so far, especially with regard to the Xbox Game Pass which can be launched on multiple media and, in addition to providing access to the brand’s exclusive titles, also offers the possibility of acquiring multiple titles through a subscription model. Of course, Microsoft needs to continue to strengthen its communication on this issue, but its vision could pay off in the coming years if it decides to give it the necessary budget.