Xbox and PlayStation. The titans of gaming. They have been competing against each other since 2001 when the first generation Xbox was released and played against the PlayStation 2.
Over the past 20 years, the gaming community has been following all rumors, developments and announcements of the two brands with the greatest attention. Despite the investments, energy and innovation shown, neither has emerged as a clear winner for the hearts and minds of the players.
The upcoming launch of PlayStation 5 means that it is a healing moment to survey a battlefield littered with marketing campaigns and claims from previous generations of consoles, and to see if there is valuable insight for new brands in the gaming sector and beyond.
Bumps on the road
Despite record sales, one of the main reasons why no winner has been crowned is the volatility of releases over the years, with technical issues overshadowing every chance of a runaway success.
The historical cause was the pressure to quickly put the product on the shelves for important sales moments such as Christmas. This means that the consoles themselves often have unsolved technical problems.
For example, the Xbox 360 had problems with its graphics processing unit Overheating, what warped the motherboard. In addition, Game developer were frustrated when they found that the platform was unable to handle the games they were developing, which meant that they had to build on a lower specification, which affected the overall experience.
Likewise if Sony used the cell chip In the PS3, the architecture of the console would not allow easy porting of code to both platforms, so the playback performance of titles like Assassin̵
The point? Regardless of the pressure you are under, accelerate your product launch only when you are absolutely sure that you have done it right.
Xbox and PlayStation have weathered the bumpy road because of the strength of their brands. When building your brand, it is important to foster the loyalty and trust of your audience. This is only achieved by keeping your brand promise and supporting and listening to your communities.
The startup community believes that the best is best and you should choose a product with minimal viability. However, if you have a choice of beating the competition on the shelves or doing it right, it’s the latter that creates long-term loyalty and longevity.
Relationships are important
The inconsistency of console performance combined with the direction console wars are now heading may be the greatest lesson in our complex global business world – make your relationships with partners a priority.
Up until that point, the console wars were an arms race that focused on the consoles, but now the games themselves are the focus. This was highlighted by PlayStation Future of gaming Announcement that highlights the games that will be available exclusively for the PS5.
We have seen that this is already happening in the streaming area, where the content has grown larger than the platforms themselves. Consumers now choose streaming services – whether Netflix, Amazon Prime or Disney + – solely on the basis of the available content. Kill Eva darkens the BBC the same way as Tiger King darkens Netflix.
Content can deliver a knockout hit
Content wars are warming up in the game world and exclusivity is everything. Sony doubles the development of exclusive games for the PS5 to attract players. including Spider-Man: Miles Morales, Ratchet & Clink: Tear apart, and Horizon: Forbidden West.
In addition, Rockstar Games announced that an “expanded and improved” version of the hugely popular Grand Theft Auto V will be released on PS5 in the second half of 2021 – eight years after its launch. And a new independent GTA Online will be available exclusively on the PS5 free of charge for the first three months after launch.
Another step in this direction is Sony’s introduction of PlayStation Studios, a new umbrella brand that brings together the games developed by Sony Interactives’ Worldwide Studios. The advertisement surrounding the announcement shows popular characters and shows the strength of the games on the PlayStation and not the technical skills of the console itself.
The success of Xbox and PlayStation is now based on a good relationship with game developers and manufacturers, which enables these games to run smoothly on the consoles. In the future, the focus will be on the strength of relationships and connections with developers to ensure that the best content is available to users.
Just like Ellie and Joel in The last of us, The lesson here is that nobody can do it alone. Whether you’re a character facing a post-apocalyptic world or launching a brand new game, your partners are everything. Hold her close.
If you add the announcement to the equation that Sony and Microsoft work together With cloud gaming, we can see that brand rivalry isn’t even an obstacle to the best partnerships. Just as every game throws a curve ball at the player, the game market can expect surprises in terms of trends and alliances.
Published on July 20, 2020 – 08:00 UTC