Sony PS4’s Killer Third Party Marketing Deals In 2017 Are Driving Home Their Dominance


Posted By | On 07th, May. 2017 Under News | Follow This Author @Pramath1605

At this point, it is indisputable that the PS4 has the best lineup of exclusive games of all the major consoles on the market- the Switch has just launched (although with resounding success), the Wii U’s lead in this area has long since been lost, and the Xbox One has seen a number of exclusives getting cancelled. Meanwhile, the PS4 is channeling the glory days of the PS2, with exclusives from first parties and third parties, Japan and the West, and across all major genres conceivable.

One only has to take a look at this year’s line up for the PlayStation 4. Yakuza 0, Nioh, Horizon Zero Dawn, Nier Automata, Tales of Berseria and a ton of other great multiplatform games have made 2017 a fantastic year for video games. Furthermore, the PlayStation 4 has many more upcoming exclusives such as Uncharted: The Lost Legacy, Spider-Man, Gran Turismo Sport, The Last of Us Part 2Death Stranding and others. This kind of line-up has ensured that the PlayStation 4 is the console to play on at this point. Sony seem to be deeply invested into its first party studios and this effort is clearly paying dividends in the form of some amazing sales figures for its console.

But Sony isn’t just taking a leaf out of their own playbook- they are also taking a leaf out of Microsoft‘s from the Xbox 360 era. Like Microsoft, they, too, seem to be going after the biggest third party games of the year, securing marketing and exclusive co-branding deals, ensuring that the biggest games of the year – because while exclusives sell well and add dimension to the library of a platform, big multiplatform games remain the big sellers overall – are associated with their platform almost reflexively.

The average gamer, the gamer who purchases Call of Duty and FIFA, and maybe one or two of the most hyped exclusives, like Horizon: Zero Dawn  or Uncharted 4: A Thief’s End, when he/she sees the PlayStation brand splashed next to Star Wars Battlefront or Destiny it automatically forms a sub conscious association.

And this is what is happening right now. PlayStation currently has third party marketing deals and possible exclusive content for some of the biggest games of 2017. Star Wars Battlefront 2, Call of Duty: WWII, Red Dead Redemption 2 and Destiny 2 are all likely to be the biggest games of the year, and Sony is involved in all of them.  On the other hand, the only such deal Microsoft has announced for this year so far is Middle-Earth: Shadow of War, which… I mean, I’m sure it’ll be big, but not on this same level (although Microsoft will possibly have something around FIFA this year which will be huge).  Then there is the possibility of the next Assassin’s Creed receiving exclusive content on the PlayStation 4 given how Assassin’s Creed Syndicate also received the same back in 2015.

Of course, in the last few years, Sony has used these third party deals to cover for deficiencies in its lineup of tentpole exclusives around the Holiday season. That has definitely tempered things a bit- but this year, with so many big name exclusives still set to launch for the system, and with all the big third party titles all having marketing deals with Sony, the question of just how Sony’s commercial viability in the market can even be met, let alone countered, by Microsoft becomes a very real one.

In short, Sony seems to have a tight hold on third party games marketing and exclusive content and although it isn’t as big as a exclusive, it certainly is impactful enough to capture the attention of the average gamer. Maybe Microsoft can counter by announcing some excellent first party exclusive games for Xbox, due later this year, at E3 this year. Hopefully they do just that, actually.

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  • Mr Xrat

    I’m not a fan of these kind of marketing deals, but I do find it amusing when Xgimp scum cry about something cancerous that MS pioneered (along with paid online, microtransactions, day 1 DLC and achievements) get turned against them.

  • kma99

    Lol now u bragging about timed exclusive content that no one cares about but you. When ms was getting maps a month early you were out at Redmond with pickets signs crying about it not being fair and how they are anti consumer. Lol

    • J.j. Barrington

      You’re really bad at this.


      I am not bragging about timed exclusives dummy, the author is!

      I am bragging however, about the astounding advantage ps4 has over xbone in games! exclusives, remasters, indies, 3rd party and even 3rd party deals!

      And you only came here to admit xbone hasnt had a single exclusive in the last two years and it and scorpio wont have another one since you claim being also on PC invalidates exclusivity, remeber?

      Now you can run away again! maybe to Redmond with pickets signs crying about it not having any exclusive! LOL


    • kma99

      Say youre not bragging about timed exclusive yet your third paragraph you brag about 3rd party deals? Lol wow you couldnt go five seconds without the contradiction. And did u come to admit sony doesn’t have anything that will be considered exclusive since everything will eventually hit ps now? Oh wait that doesn’t count again.


      Oh you poor loser! My original comment isnt about those! I made that comment in response tou yours! So there is not contradiction at all!

      You poor x bot! its not the 3rd paragraph, its on the second, you are so dumb you cant even count paragraphs? no wonder you got fooled by M$.

      When that happens…IF THAT HAPENS! you can come and brag about it, but TODAY! you EAT IT! cause they are exclusives, like those the xbone lost TWO YEARS AGO!

      Fact spanked again x bot! you can run away now, just like you did on the previous comment !

    • kma99

      Its not an if its a when. You are not crying about it because sony has stated as much. If they wouldn’t have made the statement and have the advertisement you would be denying it. And no you didnt make the comment to respond to me you made it to try and somehow brag about someone i give zero thoughts about other than making you damagr control. You bragging about timed exclusive content is only relevant to you to try and prove some superiority of playstation lol. End the end its still multi plat games. Lol sony guys will latch onto anything. First it was power then it was mets critic scores then comes the exclusives argument right after ms dropped 5 exclusives at the end of 2016 and here we are with the sony marketing deals lol.


      No, its not! Sony has never said all ps4 games or all exclusives! but Its nice watching starving x bots begging for the great exclusives of this generation, even if they have to stream them!

      Oh, but those werent exclusives x bot! those were all on PC! so you lose!

      The fact that PS4 IS more powerful than the xbrick is an extra!
      The fact that those 5 not really exclusives were a disapointment save for FH3 and were outscored by most of the ps4 REAL exclusives the same year is an extra!
      The fact that Sony took those deals from M$ hands is also an extra!

      PS4 has more and better games PERIOD! xbone and scorpio dont and wont have exclusives! DAMAGE CONTROL THAT x bot! LOL

      #x bonehasthelowestratedexclusivesever


      Oh you poor drone! My original comment isnt about those! I made that
      comment in response tou yours! So there is not contradiction at all!

      You poor x bot! its not the 3rd paragraph, its on the second, you are so dumb you cant even count paragraphs? no wonder you got fooled by M$.

      When that happens…IF THAT HAPENS! you can come and brag about it, but TODAY! you EAT IT! cause they are exclusives, like those the xbone lost TWO YEARS AGO!

      Fact spanked again x bot! you can run away now, just like you did on the previous comment! #xbotstarvation

  • crazy_black_man-

    The PS4 is getting all the big marketing 2017 deals??? But what about the Scorp…..

  • NeoMahi

    Phil Spencer was backed into submission with the Xbox One and has adopted this passive approach, that really isn’t working for him. Microsoft as a whole? Tearing a page from the 360 playbook? Sony had a hiccup with the PS3 (doesn’t mean it was a bad console, just means people didn’t get it. Ken Kutaragi was a brilliant man, perhaps too brilliant) but Microsoft played the game they did during the 360 era because Microsoft had nothing. They had Halo and that was about it. They needed a way to compete and the only way they knew how to do that was to do what they do best. Dig way deep into their bottomless pockets and buy developers and publishers off. Developers were nervous given their previous success on Sony platforms and were wondering what was going to happen if they pulled that support from Sony that had given them a chance in the gaming world and made a name for them, did they really want to betray that trust and relationship Sony had given them? Some of them opted to do that. Sony was a platform for exclusives but Microsoft made them an offer they apparently couldn’t refuse. It was called a BUTTLOAD OF CASH FOR DLC. They didn’t have to ditch Sony completely, they just had to dissect their games and Microsoft would take care of the rest and Xbox Live would power this. Enter DLC and soon to become Microtransactions birthed by Microsoft. Why? Because, again, it’s all Microsoft had. Sony and Nintendo had a decade in the gaming business with unprecedented support from for Sony platforms by companies Sony helped make a name for and a fairly strong first-party, that grew exponentially during the PS3, and Nintendo’s strong first-party. Microsoft knew they couldn’t compete because they had no first-party. That’s really how it went. It was the only way Microsoft figured they could dig into the console business was to buy everyone off and try and steal Sony’s thunder. These days, developers and publishers fear an exclusive market. If they don’t go multi-platform, they’ll loose money. Really, the PS3 almost kept that market alive until Microsoft somehow convinced Squaresoft to port Final Fantasy XIII. That was the day the PS3 saw the struggle ahead of itself. If Squaresoft would’ve kept Final Fantasy XIII a PS3 exclusive, and Kojima would’ve done then, what he’s doing now, the console market today would be different. But, Microsoft today isn’t much different. They have: The Coalition (which is still very young), Turn 10, and 343 Industries. Sony? They have Santa Monica Studios, San Diego Studios, Bend, Naughty Dog, Sucker Punch, Polyphony Digital, Quantic Dream (are practically first-party as they refuse to develop for Microsoft or Nintendo platforms), Japan Studios, Ready at Dawn (pretty much develops exclusively for Sony with the exception of Okami and their Oculus Rift game), and I’m sure I’m forgetting several more. Insomniac may be coming to their senses, why they haven’t yet announced Sunset Overdrive for the PS4 (again, since they own the IP, why not use it right?) etc, etc. Sony are a force to be reckoned with. Their experience with the PS3 taught them the need to bolster their first-party and show they can crank out quality stuff.

    EDIT: Also, it’s too bad Sony lost the Valkyrie series exclusivity. I was pretty bothered that SEGA went multi-platform with it. It was doing just fine with Valkyrie Chronicles and then Valkyrie Chronicles on the PSP. On to Xbox shores it went. made zero sense.

    • crazy_black_man-

      Great read. Thanks.

    • Starman

      It figures you would say that , the blind leading the blind….

    • J.j. Barrington

      That’s not a very solid rebuttal.

    • crazy_black_man-

      Dang, your cheeks must really be sore. Put some ointment on that and try not to sit on either cheek for too long.

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  • Mr GetBadd

    the fact that you are talking reviews shows how cancerous a gamer you are

    • J.j. Barrington

      Try harder.


      the fact that you didnt talk/show/used ANYTHING against my comment shows how RIGHT I am!

    • crazy_black_man-

      LOL. He just wants to play The Sims Pets on Xbox. Sad.

  • Ocelot forgot his meds

    Complete waste of $$. Even more so than the failure known as PSnow or the $500 tech demo player known as PSVR.

    All multiplats will run best on Xbox scorpio…that is the marketing deal.

    Here is what Sony offers when compared to scorpio…
    No native 4k games (some as low as 720p on the pro), no back compat, a $500 PSVR lie, inferior multiplats, no upgrade to shader model 6 textures, no improvements on 1080p TVs, no EA access, gimped mod support, no 4k 60fps game capture, no dedicated servers, no game pass downloading service, no 4k bluray, no digital refunds….and NO MULTIPLAYER GAMES as good as Xbox’s.

    • MickaelSuarez

      Fact checking:

      “No native 4k games (some as low as 720p on the pro)”
      Wrong, FIFA and NBA are on native 4k on PS4 pro, AAA will use checkerboarding.
      And it’s quite funny to see you still only mention the action mode of Nioh.

      “no back compat”, right and you know why

      “a $500 PSVR lie”, your opinion

      “inferior multiplats”,right and biased, the Scorpio must outperform the PS4′ Pro, that’s just normal.

      “no upgrade to shader model 6 textures” right and biased. Shader model are tied to DX, so a console which is not using DX won’t have the MS features, just normal

      “no improvements on 1080p TVs” Wrong, supersampling is the easy to use the extra power of each console on 1080p TV

      “no EA access” right

      “gimped mod support” Gimped on consoles. Even on Xbox you can’t install freely any mod, so it’s gimped too

      “no game pass downloading service” right and biased, Sony have the PSNow, which is a renting games service as the Xbox game pass

      “no 4k bluray” right

      “no digital refunds” Wrong, Sony use “the retails rules” for digital refunds, MS has just copied the Steam refund policy

      “NO MULTIPLAYER GAMES as good as Xbox’s” Your opinion

  • Starman

    All of you little Sony girls all excited over this article ….anything to make you feel better about the crappy PS4-Pro flopp…. Most of these games are multiplat / timed exclusive and maybe 3 or 4 are Sony exclusive … Pick up your faces ..

    • J.j. Barrington

      lol, try again.

    • Starman

      Feeling proud , are we…???? lol the truth hurts .

    • crazy_black_man-

      Yeah, it must hurt. Just look at you guys.

    • Starman

      You ? the overlord of fanboyism seriously , nice to meet the biggest fangirl online tho …
      I’m off to the gym , then work …enjoy fanboying..
      PS: this is how you know you’re a fanboy….when you stay on an article (that finally favors you crappy choice this gen)
      all day long , trying to convince ppl that your choice should be theirs..
      Get all systems like others(Real gamer’s)and myself , then we can debate …until then “STFU” plz..

    • crazy_black_man-

      How about this…Buy the system you want and don’t buy the system you don’t want. You owning all the systems is why you are headed to the gym right now. You sit around playing too many games.

    • J.j. Barrington

      “Real” gamers buy what interest them. Trying to force anything else as the definition of that term is pretty stupid.

    • Starman

      Then you need to talk to your boy , ‘crazy_black_man’… who’s probably no even black…

    • lol

    • J.j. Barrington

      Why would I need to talk to him? You’re setting a perfect example of how to be a fanboy, yourself.

    • J.j. Barrington


      Eh. Nothing to really be “proud” about. Got me a second PS4 after my first got stolen. I’m feeling secure in my purchase. In fact, I’m feeling extremely secure because the kinds of games I like keep coming to the system. I wouldn’t have Horizon or Persona if I had an Xbox. Wouldn’t have Exist Archive or Cosmic Star Heroine. Or Tearaway Unfolded.

      I wouldn’t be looking forward to TLOU II, Shenmue 3, GTS, The Legend of Heroes, Ni no Kuni, Yakuza, Valkyria, God of War, Malicious, Spider Man and more.

      I wouldn’t have TLG, Berseria/Zestiria, Uncharted 4, Until Dawn, Star Ocean, Gravity Rush, BlazBlue, and more in my backlog.

      Yeah, I may not be proud, but I’m feeling pretty confident. And you’re right: the truth of all these games is hurting my wallet.

    • crazy_black_man-

      Too many 1st party games to choose from is never a bad thing.

      That is of course, unless you don’t have a PS4.

    • Starman


    • J.j. Barrington

      I do, thanks.

  • Starman

    The article didn’t say “exclusive to sony”
    The article states ‘Killer 3rd pty deals”
    the other two has the same …just different deals .
    The only game in there I like is Ni No Kuni 2 the rest are meh…and I can play ni no kuni on pc what ????

    • J.j. Barrington

      Different deals, yes. Are they as large?

      Look at the deals Sony has: they’re for most of the biggest games/franchises coming out. Nintendo and Microsoft can have different deals, but if they aren’t for the biggest franchises, who cares?

      I mean, were you saying the same last generation when these deals were in Microsoft’s court? Gonna bet you weren’t.

      And who cares if you only like one game. No company is looking to sell ONLY to you. There are millions of others out there. That’s why it’s best to have a wide variety of games: because everybody’s looking for something different.

      Nintendo has that.
      Sony has that.
      Microsoft does not.

      You’re fine with what MS gives you on Xbox? Fine. But they’re not satisfied, which is why they keep coming up with things they think will bring in new owners. Those of us who aren’t blinded by their PR crap know that VARIETY IN EXCLUSIVES is the best way to achieve that. Doesn’t take a fanboy to know that, either.

      That’s why people keep harping on about exclusives.


      We can play ALL those medicocre xbox exclusives on PC! now what?

  • Legionarius

    Sony’s killing it. These marketing and timed exclusivity deals come easy when you have such a huge install base.


    Thats just an extra! the exclusives alone secure PS4 dominance above the rest!

    Now, there is something to be said about the pathetic state of the xbone exclusives (or lack of it) not only they are the lowest rated on any console, they are also so scarce! Real shame! but M$ can always count on the blindness of sheeps!


  • Edonus


    I was going to get Battlefront 2 on my new Xbox One Scorpio and play it in its best form with better textures and performance and effects that any console can offer….. But now my dreams are dashed because Sony has commercials.

    Ah $h!t commercials…… what am I ever to do. These commercials are just great they make the better performance and visuals useless.

    HAHAHAHAHAHHA……. this crap is so funny. The only thing Sony is dominating is the minds of stupid people. They have been doing that for the last 3 years with help from the bias gaming media so why would anyone think it would stop. I could even see if this was maybe 3 years ago………. but now….. if you see a commercial and that is swaying you from getting the better version some where else you are an idiot and idiots arent good consumers.


      You finally came! your arrival and your comment were predicted a day ago!

      Now, to correct you AGAIN! Sony is also dominating in SALES! in GAMES! in HARDWARE! but you can keep pretending you laugh and expose paid media!
      In the end , you have to do something since there is no exclusives on the xbrick anymore!


    • J.j. Barrington

      PC will be the best form, first and foremost.

      And if you cared that much about multiplats, you would have skipped the Xbox 1 entirely and gone with the PS4, which you didn’t.


      Ouch! Sraight and to the head! but honest!

      I like it!

    • stopbeingafanboy

      Dude….I just… never mind..have a great day….

  • Lol.. you made him ragequit.

  • Troy Aldrich

    Let’s Quiet the PS5 talk. NO Need for a PS5 for Years to Come yet.

    • J.j. Barrington

      It seems like it’s only reactionary: new Xbox, so new PS. It doesn’t make a lot of sense to think the PS5 is close to launch.


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