Every generation we see interesting twists and turns to the main competitors. We've seen Sega fail and bailout during the Dreamcast lifecycle, while Microsoft came into the picture as the next contender for the home console title. Sony and Nintendo have studied each other over the years and formed patterns to combat against each other. Nintendo relied strongly on superior first-party offerings, while Sony created strong third-party relationships and offered a wide variety of exclusive titles. A change of strategy is now being made.