Sony's PlayStation 5 outspent Microsoft's Xbox Series X three to one in launch ads

The two-week period ahead of the console launches was the video gaming category’s most active in 2020.

[Jin_Sakai]

Microsoft’s too busy spending on Gamepass ads.

[phoenixwing]

An executive for sony would see this and realize they should probably spend a third less at least on advertising for the ps6 if their competition achieves the same thing at a third of the cost. I say this so they're spending double their competition instead of triple which is overkill. With that said this is all my opinion just speculating lol

[BehindTheRows]

What have they achieved like PlayStation? We know they're being outsold in hardware (yes, currently - PS5 has already begun outselling the Series S|X), sell less games, and the Xbox Division makes less money than PlayStation.

Sounds like it is the other guys who need to take a page out of Sony's handbook.

[bouzebbal]

Sony hardware company makes better hardware than Microsoft.
Sony no software company makes better software than Microsoft.

#truthhurts

[smashman98]

I guarantee you playstation has out sold series sx by a ratio of atleast 3:1. I think Microsofts reasoning for not going heavy on marketing is simple. There's nothing to really market.

[phoenixwing]

@justTheFax
that was my exact point glad you don't have fanboy goggles on

[FreeFallFrenzy]

In a way what you say makes sense. Both companies are selling out of all of their stock, so maybe going triple over the competition is overkill, but it's also about getting that mindset that PlayStation is the place to play, and building that momentum is huge. In the long run it will definitely pay off, but does seem silly right now at first glance.

[Army_of_Darkness]

@phoenixwing

Do you seriously think that it's Overkill for Sony to spend three times the amount on ads when you factor in the cost of ms's recent purchase of $7.5 billion on Bethesda?? 🤣
I'm sure Microsoft would have spent the same amount on ads or even more if it weren't for their crazy high purchase recently.

[Jin_Sakai]

“that was my exact point glad you don't have fanboy goggles on”

You don’t need fanboy googles to know the outcome. When both consoles are in stock PS5 will still outsell Series X by at least 2:1 possibly 3:1.

[BehindTheRows]

It isn’t about ‘fanboy goggles’ (ironic given, at least in my case, I have no horse in this race and presented you with facts you clearly didn’t rebut).

Your point was Sony should have looked to MS on how to spend less. Mine was that’s silly given Sony’s strat. is the more successful one.

[SullysCigar]

I'm think Sony probably saved a lot by not paying 'influencers' to talk their new console up over the past 6 months, so they opted for standard launch ads instead...doesn't seem to have hurt demand!

[Sitdown]

Guess you missed the whole Travis Scott thing....but who are we kidding, you are SullysCigar, you are accustomed to blowing smoke.

Now with that being said, I don't understand Sony spending that much to advertise. You running commercials for a product that must people won't be able to get for a while. By time you saw the commercial, it was much too late.

[jukins]

@Sitdown this is why youre not in marketing. Regardless of if you can get one or not keeping it first and foremost in gamers minds will lead to more hype more desire. Have you not seen all the people sleeping outside for ps5s? People all over the net asking when its going to be in stock, stalking websites. Its about mind as well as marketshare. And its clear ps5 atm is more desirable.

[SullysCigar]

^ Jukins gets it! As do Sony - that's why they're the market leaders :^)

It's a shame Sony's fun and creative marketing, designed to get people talking, also upsets the haters though..

[Sitdown]

@jukins
Actually I do work in some marketing, but it definitely shows why you are not. We are not talking about not marketing, but where to concentrate efforts. On the front end, they don't need as much, because during the holiday season, store toy books, news, and word of mouth will do the marketing for them. Plenty of "influencers" will be trying to be the first, and they can use them. Coming January is when marketing should pick up more. If you really think the commercials are causing people to sleep outside, and ask for more stock, you are clueless, the Brand accomplished that all by itself. Many of us were waiting to preorder before a single commercial or advertisement launched. Scarcity is also driving this, you really think people dropping a grand because of Travis Scott? Burger King got you hyped for Playstation? Seeing a sky writer is the final proof needed to want one? The mind space as been there because the Brand has built that appeal.

[DaveZero]

They didnt need to, they paid this lot of fanboys instead.

[JackBNimble]

Sony should be spending that 2/3rds more when there is stock actually sitting on the shelves .
Who's to say MS isn't going to boost it's marketing when they actually need to.

Both companies know their stock is going to sell at the beginning of the new gen. It doesn't take a rocket scientist to see this.

[NeoGamer232]

You are too busy slagging Microsoft in every time you see any opportunity. Seriously. We get you don't like Microsoft. Move on. Everyone else has.

[jukins]

Alternatively we know you absolutely adore xbox and praise them at every opportunity. Seriously we get it move on. . .

[NeoGamer232]

@jukins
XB is my Primary console. It is not my only gaming platform, and if you acrtually look at my post history I would hardly call my posts with XB praise.

Do I defend them on inaccurate info absolutely. But I also do the same on PC, PS and Nintendo. It is just there are people here that I guess don't have any games or something because they spend their time jumping on every XB every opportunity they get.

Buying XB is a choice people make just like PS or Nintendo. Nobody is less of a gamer based on what console they buy.

[DaveZero]

You get downvoted for telling the fanboys they slag Microsoft off in almost every article, which is true, then after they have downvoted you they realise that what you said was totally right and the next article about anything MS will have exactly what you mentioned in.

It's always been clear on here that it's a mostly Sony fanboy loving sight, the funny thing is what you mentioned is so true and they know it to despite the downvotes

[rlow1]

Were is the logic? The title says Sony outspent MS on ads. But you make a comment to the contrary. To much sake?

[DerfDerf]

It just means they spent more money for no reason when both consoles sold out instantly

[MightyHealthy]

You say that like its a bad thing.
MS is aggressively building what is essentially netflix for games.
If sony was pushing ps now the same way would you have the same comment?

[seanpitt23]

Let’s face it Sony will be making a lot more money on software sales because of how many ps5 they are selling so they can spend more money on adds but to be honest I didn’t think they need to because the ps5 will sell regardless especially with how the world is right now

[solideagle]

MS spent all money on buying studios. I think it doesn't make sense for MS to spend a lot of money on launch ads when they are doing fine and (let's be honest here) they don't have any next-gen console exclusive which screams buy me (yet) . both consoles sold out. 1st year is important but 2nd or 3rd year define the console. That's what we have seen in the past. Sony is already in a good spot with HZD, Ratchet, GT and probably GOW.

MS will show their games in 2021 and the demand will increase, I predict MS will do better than previous generation.

[DaveZero]

I think you got it spot on and I think as those games start releasing there will be alot of playstation owners who go out and buy a console for the exclusives on Xbox.

Despite the way people are on here towards MS I do enjoy my Series S, I'm happy and that's all that counts.

I do not think a company has to go and spend crazy amounts on advertisement as Sony appeared to have done, its bonkers that they have actually done that when they know they had a good machine and with it some good exclusives.

Eventually playstation will gave its dry times with games, each console gets them where games do not release for a while. What is good about the xbox is gamers have a massive library of games to fall back on if a dry age of no games happens.

[ApocalypseShadow]

Microsoft doing fine by selling less than what they wish they had? Okay. Sure. More waiting again besides less advertising spending? Sure.

Sony spending more to capture more sales sooner, means more market share and first party games sold. More 3RD parties putting their games on PS5. Which also means VR 2.0 launches sooner as well.

It's a smart strategy compared to a trillion dollar company that puts no effort in launch games, UI, controller, etc. Results speak for themselves. More gamers want a PlayStation.

[lelo2play]

Sony must a spend a crapload of money on the UEFA Champions League adds.

[Gravity_DoGG]

Which they can afford to do. They will be making that money back easily, something no other company would be able to as they dont "care" about hardware sales.

[Stanjara]

I was about to say that. It's on a national news when there is sport section. On the field PS5. Commercial in between.
I was like ...nice!
Funny when I had xbox and played fifa...xbox360 ads on the field and I thought that is not realistic at all.

[anast]

MS already owns a metric ton of platforms on which to advertise.

[spwittbold]

Honestly though, what does Microsoft "have" to even advertise? Literally nothing new in terms of launch titles.

[SPEAKxTHExTRUTH]

Well what the hell is MS going to advertise?! Old ass games running 4k 60 from last gen? Sony will ALWAYS win a straight up console war no matter what MS does simply because PS is a household name. Both consoles have a lackluster launch lineup but with Sony people KNOW the hits are coming but the same can't be said for MS.

[BehindTheRows]

PS5’s launch lineup is far from lackluster.

[SPEAKxTHExTRUTH]

I disagree. Don't get me wrong I love Demons Souls as much as the next guy but its a remake of a PS3 game and Spider-Man MM can be played on PS4 and is really nothing more than DLC. Both consoles launch line up leave much to be desired.

[BehindTheRows]

You can disagree (and dismiss games to fit a narrative), but the reception speaks for itself. It is infinitely better than almost all previous PlayStation consoles and does NOT belong in the same category as the Series S|X.

[SPEAKxTHExTRUTH]

Seems to me you're the only one here with a narrative. What I said about those games are FACTS. One is a remake of a PS3 game is it not? The other is nothing more than DLC. Don't worry know one is insulting your savior Sony we all know they can do no wrong.../s

[BehindTheRows]

- Demon's Souls being a Remake is irrelevant. That doesn't devalue its importance to the PS5's launch lineup.

- Miles a full-fledged game (a 10+ hour experience, in fact, and clearly one you haven't played).

- There is also Sackboy's Adventure (like Miles, it is selling much more on the PS5).

Those are all new, well received games.

Regarding your petty "savior" insult, that's cute, but you'll need more than that to defend a weak argument.

[SPEAKxTHExTRUTH]

I haven't played Spiderman? Lol are you kidding me? My 8 year old son beat MM in less than 8 hours and he's 8! I'd blow through that game in far less time. Its DEFINITELY not a full fledged game as you call it and I'm wondering if YOU played it. What argument do I need to defend? Both console lines ups are WEAK plan and simple. Who cares about sales stop trying to turn the goal post this convo is NOT about sales so pay attention next time before you speak.

[BehindTheRows]

When you call something lackluster, others can give their views on why it isn’t. Exactly what you did when tried to defend the opposing view (albeit with some insults thrown in, but all is forgiven). It’s not a ‘moving of goalposts’. This is a discussion board and evaluating critical and commercial reception to combat claims of weakness is appropriate.

Since you’re clearly heated about this, probably best to agree to disagree at this point. You think it’s lackluster - I don’t. Cool. Life goes on. :)

[SPEAKxTHExTRUTH]

This should have been your first and only comment on the subject. Yes let's move on

[BehindTheRows]

What "should have been" was you keeping it reasonable instead of getting needlessly aggressive and then personal. I simply disagreed with you in my initial reply and you could have ignored it. Was a simple disagreement, sir.

So, yeah, let's move on.

[S2Killinit]

They have a larger fan base, maybe it makes sense that they want to reach all demographics.

[Mr_Luke]

Wow, nice! Again congratulations to Sony! :D

[RavenWolfx]

Not really sure why Sony needs to spend that much on ads. People that want it can't get one due to the supply. May as well save their money, put that towards manufacturing and distribution.

[Tacoboto]

Mindshare - advertise it up, remind people about this hot new item. It being talked about but not available drives up the demand that much more - especially when their 2021 slate is packed and the early feedback from the limited ownership is nearly all positive.

Microsoft having less and spending less with a far less exciting immediate library will cement them in a solid second place early on. And the new dev tools argument makes the business side lean that much more in Sony's favor - that is where the dollars and the excitement are.

[Sirk7x]

Because advertising sells more than anything pretty much. Look at the advertisement budgets for games like Call of Duty every year, and how much they sell afterwards. Talking $100 million a year in advertisement for that franchise alone almost.

[EasilyTheBest]

Microsoft has spent less as they only got so many consoles to sell, they'll all be sold out everywhere even without ads.
Expect to see big money spent on every big release going forward

[S2Killinit]

Sony actually has something to advertise.

[CoNn3rB]

Didn't expect that, I'll I've seen so far is Xbox adds

[P_Bomb]

Now about that stock...

[Darthpaul84]

Must be working for both companies because it’s hard to find any console right now be it a ps5 series x ps4 or a Xbox one. I do occasionally see a Xbox one s and switch lites but it seems every system is selling right now. I bet every company wishes they had ramped up production on everything pre covid

[drunkenspy007]

honestly though, is this because they also have a larger global target to reach?

[PowerControls]

Hmm...I wonder why Microsoft spent any money here all. Spencer said that Microsoft does not care whether you buy the next generation Xbox or not. Didn't he?😉

[Acecalibur]

They didn't even need to

[akaFullMetal]

Sony have more games to show than microsoft due to exclusives and will have a bigger expense in advertising. Microsoft will ramp up advertising when eventually halo comes out.

[Dragonscale]

3 to 1 sounds like the sales difference.

[Vanfernal]

Xbox commercials be like:

*Upside down people in dream like sequence.*
*Soprano singing lady*
"Ohoooooooooooooooooo ooooooh"
*scene*

Those 5 second commercials with no dialog or gameplay are kind of baffling lol.

[343_Guilty_Spark]

Their net profits aren't that much different.

[King_Noctis]

While it is great that they can get more exposure, there is still supply issue. So even if someone were to see the ads, they couldn’t buy the console anyway.