Microsoft Marketing Boss Says PlayStation Is ‘Blessed With Marketing Funds That We’re Just Not Able To Enjoy’

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Michael Flatt, the EMEA marketing director for Xbox, has admitted the format holder has to be “quite scrappy” in regards to its marketing investments, saying of rival Sony that “regrettably the outspend us.”

Speaking with Marketing Week, Flatt commented that while PlayStation has advantages over the Xbox brand in regards to budget, his company employs what is described as a ‘more fiscally responsible approach’ to its investments.

They’re blessed with marketing funds that we’re just not able to enjoy. But that’s totally fine. We adopt what I would call a more fiscally responsible approach to media investments. We’re not blessed with huge media budgets, so we have to be quite scrappy really, and quite tenacious to fight for funds that would probably go somewhere else.

Outside of marketing investments, Microsoft has been very aggressive in its acquisition of gaming publisher and developers, having secured the likes of Activision Blizzard and ZeniMax Media under its belt. Sony has also been busy making its own investments in this regard, with the likes of Bungie, Bluepoint Games, and more under the PlayStation Studios umbrella.

[Source – Marketing Week]