Nintendo, Microsoft, and Sony have come out of their corners swinging to take ownership of the next-generation console title. Each company focuses on their strengths, whether it's Nintendo Wii's ease of play, Microsoft Xbox 360's connected network, or Sony PlayStation 3's Blu-ray player. When looking across all countries and varying time periods, each has posted small victories that they hope are signs of eventual supremacy.
Nintendo, with more than 10 million units sold in 2008, is arguably in the industry's top spot. With Microsoft and Sony playing from behind, their strategies and tactics this year should be of interest to marketers.
Microsoft and Sony kicked off the year with some good old-fashioned name calling. Kaz Hirai, Sony Computer Entertainment president, said the Xbox 360 "lacks longevity," implying the PS3 is the turtle and the Xbox 360 is the hare in this race. Not to be outdone, Aaron Greenberg, director of product development for Microsoft's Xbox division, pointed to Sony as being "complacent" and "out of touch" with consumers by focusing on hardware specs.