As a long-time gamer with roots deeply embedded in European gaming culture, I can’t help but feel a pang of disappointment upon hearing Xbox’s marketing director for EMEA, Michael Flatt, share their budget constraints in comparison to PlayStation. The gaming industry is not just about the latest hardware or exclusive titles; it’s also about the experience we, as players, get from engaging with the brand.
The marketing chief of Xbox in Europe, Middle East, and Africa admits that their budget for the region is relatively small, resulting in Sony spending more on marketing campaigns in this area for PlayStation.
In an interview with Marketing Week, Michael Flatt expressed that Xbox must put in significant effort to outshine its competitors. This endeavor involves adopting a resourceful and determined approach.
“Flatt acknowledged that PlayStation has larger marketing budgets than us. However, we prefer to be more financially prudent when it comes to our media investments.”
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He added: “Given our limited media resources, we need to work diligently and persistently to secure funding that might otherwise be directed elsewhere.”
Following allegations that Microsoft intends to curb console sales in the EMEA area, it has been suggested that Xbox may shift its attention towards Game Pass, Cloud Gaming, PC platforms, and Xbox controllers instead.
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2024-07-19 20:47