Microsoft is staking a serious claim for Christmas supremacy with a £14 million total marketing spend on Xbox 360 and triple-A titles like Gears of War.
While Nintendo readies its own £12.5m push and Sony cracks open a £7m marketing warchest, Microsoft is set to lead the pack with what is a record spend for the platform holder.
"It's probably well in excess of double what we've typically spent on a Christmas," Xbox marketing boss Stephen McGill told MCV. "With Sony not being here and Nintendo coming in with limited stock the opportunity for us is pretty significant. Most of the £14 million will be spent on getting consistent TV airtime."