Sony Will Outspend Microsoft On Marketing 2:1 This Holiday Season, Says Michael Pachter

Which makes sense, they have more hardware to push.

Posted By | On 30th, Oct. 2016 Under News | Follow This Author @Pramath1605


Xbox One PS4

Microsoft have a major new revision for their console, the Xbox One S, as well as a strong holiday lineup, with Gears of War 4, Forza Horizon 3, and ReCore, all available. Sony, meanwhile, don’t really have many major games this Holiday season- instead, they seem to be pinning their hopes on the impending launch of the PlayStation 4 Pro. Is this going to be enough to hold off the ever increasing Microsoft onslaught?

According to Wedbush Securities analyst Michael Pachter, Sony are likely to leverage their three hardware launches – the PS4 Pro, the PS4 Slim, and the PlayStation VR – for all it’s worth. Speaking to GamingBolt in an interview, Pachter said that Sony will probably have a marketing onslaught in the crucial Holiday season.

“I don’t think that most people who get consoles at Holiday are people who buy them for themselves, except for the launch year. I think that most Holiday console purchases are gifts, and ask your mom if she knows what the first party lineup is for Sony and Microsoft this Holiday- and she won’t. So she goes into a store, and she’s just looking for the bright, shiny object. Sony advertises well, and the brand is probably better known than Xbox among grandmas and moms, so I think they sell well at Holidays in spite of having a worse lineup than Xbox.”

“And to be honest with you, gamers know the difference, but how many people reading this haven’t made a decision on a console yet? Everyone in this audience already has one or the other, and they may buy a PS4 Pro, but they’ll trade their PS4 in to get it. I don’t think that the timing of game releases matters at all to gift givers, and so I don’t think it matters at Holiday.”

“And frankly, I kind of think that there’s something smart about avoiding Holiday, because it gives you the opportunity to be in the limelight during months when you’re really trying to brand the console and make sure they get what advantage you have. So I’m not disrespecting Microsoft’s decision to launch Gears at Holiday, I think it was smart to have the game out, and it’s certainly gotten great reviews, and props to those guys for making a game that they inherited from Epic, and it’s been phenomenal. But… I don’t think that it would’ve mattered when it came out, October or May, it still would have sold very well.”

“Well, [Sony] they’re also going to advertise PSVR- so you’re going to get advertising for PlayStation VR, PlayStation 4 Pro, and PS4 Slim. So I actually would expect Sony to outspend Microsoft globally on marketing 2:1,” he said.

I am inclined to agree with him here- the math checks out. Sony have more products to push, so they will have a larger marketing budget cumulatively. Whether or not that bigger marketing push leads to better sales, however, is something that yet remains to be seen.


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  • Gamez Rule

    PlayStation Pro – $399/£349 / Xbox Scorpio -$—/£—

    Price will be a lot higher for a console holding specs such as Scorpio next year when compared to PS4-Pro and that will put people off knowing it’s ONLY a mid gen console, while next gen isn’t to far off in the distance with Sony’s PS5. ( example Nov-2018 / Nov-2019 )

    Once Scorpio releases ( late 2017 ) PS4-Pro will have a price drop too ( example = $349 / £299 ) which right around Christmas holiday times will be the more appealing console to most people coming to an end of a this generation of consoles ( PS4’s / Xbones ).

    Sony knows what’s what☺ Now as for this year ( just like all the years with PS4 vs Xbone sales ) Sony will clearly sell more worldwide once more, while offering more products for the gamer too.

    • Hvd

      ps4 pro over heats
      psvr flopped
      no AAA exclusives

      what are they going to sell?

    • kma99

      Thry probably spent abouy 70 million just to market cod. Pachter probably added those number in with that heavily marketed gravity rush 2

    • Hvd

      yep cod if sucks not even cod players like it and gravity rush 2 is a AA title like the last guardian is.if thats all they got….lmao

      i am glad to be 100% xbox.

    • Gamez Rule

      Erm, yeah right!

    • Hvd

      yep

    • Gamez Rule

      No!. Complete BS! The only console that over heated was from MS mate not Sony, and too say PSVR is a flop is all in your head, and at least Sony offers it’s own VR to console gamers ( unlike MS ), and as for the no AAA exclusives comment Sony’s consoles still has more games with better support than what Xbone has☺

    • Mr Xrat

      Xgimps on Youtube are not a good source on anything except gauging just how disgusting Xgimps are.

    • Troy Marcel

      What a total loser you are.

    • J.j. Barrington

      You’ve really got no room to talk.

    • Hvd

      nor do you

    • Troy Marcel

      Really? I don’t go on every PS4 article spreading fud about it like the tool you are defending

    • Hvd

      better then my little ponie…….lmao

    • Wontime

      Oh, that was supposed to be funny?……..ha……ha?

    • Gamehead

      lol.

    • Mark

      Lmao

    • Wontime

      Hvd, congratulations, u just earned the Internet asshat of the day award

    • Hvd

      the truth is a troll.your an as*hat for buying a sony product.ill NEVER buy a sony product again because they are the worst company i have ever seen.

    • QUIMICOMORTAL

      A better console than the xbroke, with VR that has sold very well (only flop here is your lame lies) and better aaa exclusives. Yes, for someone with a new console all the games available matter, not just the ones released in the last month!

  • Lol, and yet the only new AAA 1st Party studio they have this holidays is The Last Guardian…

    • Luke Skywalker

      The last guardian I don’t think falls into the triple A category because it’s not a big budget game.

    • I can agree with that, but it’s still their only high profile game this holiday to go with that hardware. Everything else has been delayed into early 2017 again.

    • imsochillosg

      Yep, and we have Halo, Gears, and Forza. But I’m really feeling that Titanfall 2 right now. Its way better than Battlefield 1. https://uploads.disquscdn.com/images/fde65a3a3666f09a444060f222c7571fd6cfba235d9678fb431393250bad9c12.jpg

    • efnet

      Aw man looks like my #1 fan is back (aka crazy_black_man-)
      Trying to pretend to be me lol
      Time to put him on the block list yet again.

    • Is he the one who created the fake XBL id? Guy’s a pain in the a$$, I think I already blocked him…

    • Luke Skywalker

      lol looks like you got a stalker there man

    • crazy_black_man-

      Wait a damn minute. You three idiots think I have time for spamming you clowns with this type of nonsense? I’m also being accused of being Xrat and some other’s aliases just because I happen to upvote them, or because we share the same opinion on the Xbox’s quality? You insinuating idiots can kiss my black a__, up here thinking that you’re all that damn special. Such utter hilariousness!

    • imsochillosg

      Skype me tonight bro.

    • kee1haul

      Thats barely a AA to me. The truth will out once it’s released.

    • Guest

      This holiday, the PS4 has more exclusives.

      It’s easy though because during that period the XB1 has 0 AAA exclusives. 0 upcoming exclusive.

    • kma99

      Lol name them please lol.

    • Guest

      The Last Guardian & Yakuza 6. That’s 2-0.

      The last time MS announced an exclusive was way back in early 2016 and that was to announce the yearly Forza game.

    • MS still had Gears, Recore, and Forza. Not to mention Quantum Break earlier in the year.

      Vs Sony’s Uncharted 4 and Guardian. Yakuza is published by Sega so not sure that would count. If Gravity Rush 2 came out, could have included that but it got delayed. Same with Horizon – which I already preordered 🙂

    • Guest

      The 4 you mentioned are multiplats and not XB1 exclusives. I was talking about exclusives.
      Plus we are talking about the holidays (late November to early January). None of the games you mentioned will release then.

      Published by Sega? Doesn’t change the fact that it’s exclusive. Does it change something for a PS4 owner?
      I can play QB, and will be playing Recore without ever needing to buy a XB1. Same thing cannot be said about Yakuza 6, The Last Guardian…

    • I don’t look at XB Play Anywhere as a non-exclusive. I simply look at that like buying a Blu Ray and it comes with a digital copy so you can watch on the go/where you please. Pretty soon, 3rd Parties will support that too. Should have been in place a loooong time ago.

    • Guest

      You can consider whatever you want it doesn’t change the meaning of the word exclusive.
      I have zero reason to ever buy a XB1.

    • Gamehead

      got em

    • Mr Xrat

      Funny how you forget every other game released during the rest of the year.

    • Uncharted 4 was great. No Man’s Sky sucked balls. Everything else was delayed AGAIN.

    • Guest

      You seem to be confused. NMS is not a 1st party game, nor a AAA (not even an exclusive).
      But you could include Ratchet & Clank.

    • No, I knew. I included it b/c of the massive hype and it was a huge exclusive with tons of sony marketing behind it.

      Ratchet and Clank is a remaster in my book, even if it was great. I don’t count that as a new game.

    • Guest

      But still not 1st party nor AAA since it’s been made by an indie studio. It remains a multi-plat. If you want to include that, than you may have to include, SF5, Yakuza 6, Umbrella Corps, MLB 16: The Show, Star Ocean…

      Ratchet and clank is a remake or a re-imagined version. Not a remastered version. It is a new game that takes elements from the original.

    • J.j. Barrington

      Which is okay, since it’s not the only new AAA 1st party game they have this year.

      Why is it that you guys always forget that the rest of the year exists?

  • imsochillosg

    I can’t wait to preorder mine. Y’all can have fun this year. Next year I have fun.

    https://uploads.disquscdn.com/images/cf2ff575b55b7095099ff2b05fcd9e6d07e821dec8ae5732da925626917a765f.jpg

  • efnet

    Yea i can definitely see sony spending way more, they have alot of hardware out right now that needs pushing
    Ps4 slim
    Ps4 pro
    Psvr
    And not to mention any third party deals they may strike up like COD

  • People are f’ing messed up man. So sick of the idiots everywhere…

    • efnet

      Im guessing he got upset i blocked him…ah well, now he has another reason to get upset because i just blocked him again.

    • Yeah, I’ve blocked 10 people off DS by now. Unfortunately Disqus doesn’t do a true block, it just prevents you from seeing their crap.

    • efnet

      My block list is up in numbers too, i don’t have time for the people who feel the need to argue all the damn time.

  • thwip71

    I would hope so….and hopefully not the stupid Playstation TV / Vue crap.

  • Hvd

    they dont have any AAA exclusives at all what are they going to be selling the fail psvr?the overheating ps4 pro?

    The Last Guardian isnt a AAA title is more like a AA title thats been delayed for 10 years.

  • Cenk Algu

    Outspend? This guy talking out of his a***. PS Slim,PRO,PSVR plus some game marketing. Jesus Pachter stop. İ will be laughing this guy with my a*** if Xbox outsells ths PS haha

  • Hvd

    xbox one has so many exclusives that came out and many multiplats still to come.we have to many games to play on the xbox one.

    • Guest

      4 AAA exclusives since launch in 2013.
      Halo 5, 2 forzas (one of which already has a PC version) and SO (rumoured to be coming on PC).

      I guess people can consider that “many”.

    • kma99

      Dont worry we will wait for those ps4 exclusives to hit psnow on the pc. Guess they wont be considered exclusive anymore. We already got the last of us.

    • J.j. Barrington

      Like all the other PS4 exclusives that are on PS Now?

    • Guest

      lol are you a PSNow member?

  • Eliezer Barreto

    if the last guardian is not a AAA game what is recore loll a FFFF game? jajajaj

    • kma99

      What is gravity rush hahahahahaha

    • J.j. Barrington

      AAA, but thanks for not answering the question.

    • Troy Marcel

      They never said it was a AAA game now did they, or promoted it as such. Try again pony.

    • J.j. Barrington

      The amount of money spent on it determines that, does it not?

    • Troy Marcel

      Obviously you never saw any of the interviews where they said they didn’t want to price it to high because it was a new ip and wanted people to try it. I never saw an ad for it or big budget production so your wrong yet again.

    • Mark

      Yea I barely see any adverts for it

    • jp

      TLG is AAA because of the price point, Recore is a AAA but more an indie again because of the price point, Sony need to be greedy if they are to survive, which I hope thanks to that Xbox one rules now!

  • Mohammed Allha

    Again with this stupid comparison between the Ps4vsXone both systems are great and wonderful and both have excellent exclusives

    • Mark

      It’ll never end man, even when you and I are dead lol

  • BillyHoWCR

    So when CLEO (Pachter) predicts a marketing push by Sony it then becomes a fact? I am trying to remember the last time Sony has out marketed MS in the states? And the idea that they will do so this year when MS advertising budget dwarfs Sony’s I just don’t see it as fact.

    Even when Pachter gets it wrong (yes this is a frequent occurrence) the fanboys chime in with spreading every prediction that suits their console as fact.

    So tired of the star readings and tarot card predictions that people spread like butter.

    • J.j. Barrington

      A prediction is just that. Nobody is treating it as fact… except maybe people like you who don’t seem to understand what predictions are, and why this seems to be an obvious one.

      Microsoft has tons of money. Doesn’t mean they’ll be using it on Xbox. So your claims about the advertising budget are pretty useless. And if you’re tired of prediction articles, then don’t read them, genius.

  • crazy_black_man-

    I’m sure you have enough people who heard enough of your fanboy nonsense to choose from. You must be out your damn mind son.

  • Mr Xrat

    Wouldn’t surprise me. Unexciting 2016 lineup, uninspiring redesign, panicked Shitpio “reveal,” no investment in new IP. Even that blu-ray player is an afterthought. Seems like the brand is well on the way to transitioning towards PC only.

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  • Wontime

    Who gives af, and I’m a pony……
    Well it’s probably gonna be psvr adverts so I’m good with that

  • Gamehead

    Why is patcher still a time

  • Gamez Rule

    And so it begins

    For £277.99, customers can pick up a PS4 Slim console, alongside triple-A and largely critically acclaimed titles Mafia III, Rise of the Tomb Raider and Overwatch, along with the choice of either Battlefield 1 or Titanfall 2

    OR pre-order the PS4-Pro for £332.49

    http://powerupgaming.co.uk/2016/10/31/uk-retailer-launches-ps4-slim-bundle-deal-that-includes-four-great-games-for-277/


 

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