During the last generation of consoles, with the PS3 and the Xbox 360, most of the times commercials of multiplatform games featured a mini-ad of Microsoft’s console at the end, stating that the game was on Xbox 360 and making no mention of the rival. That raised the awareness about the 360 version and almost inevitably resulted in better sales.
With this new generation Sony Computer Entertainment seems to have learned a lot from that lesson, and raised its marketing spend, as mentioned by Kaz Hirai during the latest earnings call.
Yesterday during the massively popular The Walking Dead, the premiere of Fox’s highly anticipated Cosmos and more the house of PS4 enacted a true commercial blitz with the airing of commercials for two of the biggest upcoming multiplatform games, Watch_Dogs and Destiny, both of which highlighted PS4. Destiny‘s commercial ended with the release date alongside a big PS4 logo on 9/9/2014 and the message “Share your greatest Destiny moments on PlayStation 4″, while Watch_Dogs’ commercial was closed by “Share your greatest Watch_Dogs moments on PlayStation 4.”
The date of the marketing blitz has probably been carefully planned, considering that tomorrow sees the release of Titanfall. It’s most likely that Sony Computer Entertainment decided to associate its brand with prominent multiplatform games in order to rain on Microsoft’s parade.
Update: Sony Computer Entertainment published both commercials. You can enjoy them below.