PROJECT REPORT

ON

“COMPARATIVE STUDY ON MARKETING STRATEGIES OF

PLAYSTATION AND XBOX”

A PROJECT SUBMITTED TO

PILLAIS COLLEGE OF ARTS, COMMERCE AND SCIENCE,

FOR COMPLETION OF THE DEGREE OF
BACHELOR IN COMMERCE (BMS)

UNDER THE FACULTY OF COMMERCE

BY
MR. AADARSH POL

UNDER THE GUIDANCE OF

MRS. PRIYANKA SAHU

PILLAI'S COLLEGE OF ARTS, COMMERCE AND SCIENCE,

SECTOR-16, NEW PANVEL – 410206
 CERTIFICATE

This to certify that Mr. Aadarsh Pol has worked and duly completed his project work for the
degree of Bachelor of management studies (BMS) under the faculty of commerce and his
project is entitled, under my supervision “COMPARATIVE STUDY ON MARKETING
STRATEGIES OF PLAYSTATION AND XBOX”

I further certify that the entire work has been done by the learner under my guidance and that
no part of it has been submitted previously for any degree or diploma of any university.

It’s his own work and facts reported by her personal findings and investigations.

Prof. Priyanka Sahu Dr. Farhat Shaikh

Guiding teacher Coordinator

Dr.CA Gajanan Warder External

Principal
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous, and the
depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the PILLAI COLLEGE OF ARTS, COMMERCE

AND SCIENCE for giving me the chance to do this project.

I would like to thank my Principal, Dr.CA GAJANAN WADER for providing

the necessary facilities required for completion of this project.

I take this opportunity to thank our coordinator Dr. Farhat Shaikh for her moral support and
guidance. I would also like to express my sincere gratitude towards my project guide Assist.
Prof. PRIYANKA SAHU whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference
books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially My Parents and Peers who supported
me throughout my project.
 DECLARATION BY LEARNER

I the undersigned Mr. Aadarsh Pol here by, declare that the work embodied in
this project work title “COMPARATIVE STUDY ON MARKETING STRATEGIES OF
PLAYSTATION AND XBOX” forms my own contribution to the research work carried out
under the guidance of PRIYANKA SAHU, is a result of my own research work and has not
been previously submitted to any other University.
Whenever reference has been made to previous works of others, it has been clearly indicated
as such and included in the bibliography.
I, hereby further declare that all information of this document has been obtained and presented
in accordance with academic rules and ethical conduct.

AADARSH POL
 INDEX

CHAPTER PAGE
NO. CONTENTS NO.

1 INTRODUCTION 6

1.1 Changes in the Video Game Industry 7

1.2 Company Profiles 13

1.3 PlayStation 18

1.4 PlayStation Marketing Strategies 29

1.5 Xbox 42

1.6 Xbox Marketing Strategies 54

1.7 Objectives of study 64

1.8 Limitation of study 64

2 RESEARCH METHODOLOGY 65

3 LITERATURE REVIEW 66

4 DATA ANALYSIS AND INTERPRETATION 70

5 CONCLUSION AND RECOMMENDATIONS 95

6 BIBLIOGRAPHY 97
 CHAPTER 1
INTRODUCTION

Video games, also known as computer games or electronic games, are interactive digital
games that are played on a variety of devices, including personal computers, gaming consoles,
and mobile devices. These games come in a wide variety of genres, including action, adventure,
sports, puzzle, and role-playing games. Video games have been around since the 1970s, but
have grown in popularity and become a major form of entertainment in the modern world.
Video games are created using a variety of programming languages and tools, and are designed
to be both visually and audibly engaging. They often feature complex storylines, characters,
and environments, and often require players to use problem-solving and strategic thinking skills
to progress through the game. Video games can be played solo or with others through the
internet. Online multiplayer games allow players from all around the world to interact and play
together in real-time, creating a global gaming community.
Video games are becoming even more popular in the current world. People of all ages play
them, whether they do it professionally or simply to relax after a long day at work. But one
thing is for sure: video games are far more popular now than they were in earlier times. Young
kids have no idea how games used to look in the early days or the golden age of gaming,
however people who have played video games since a young age can easily tell the difference
in how gaming have changed over time. People who previously had very little knowledge of
video games can now name a few of them, this type of change was made by a few gaming
industries by adding the multiplayer option to video games, and with this the simple access to
the internet did this magic.
Nowadays, people have made gaming their profession. People are earning a good amount just
by playing video games, by streaming them on different platforms or posting them on
YouTube, or becoming a game tester etc. There are many different types of people who are
connected with video games in many different ways, like many people have just become
famous for playing video games. Some of these people are YouTubers. People from different
countries follow different YouTubers. These people interact with these YouTubers, watch their
videos regularly to pass their time. And some people choose video games as their escape from
reality, to have some quality time or to enjoy themselves. At the end of the day, all of these
people have a smile on their faces. People are continuously demanding for more and more
games, people are looking for something better something new which can give them a better
and enhanced experience while gaming, and for this not only the game developers are working
day and night, the companies behind the gaming consoles are also working more to improve
the consumer’s experience.
In short, video games have become a major form of entertainment in the modern world. They
are enjoyed by people of all ages and are available on a variety of platforms, including consoles,
personal computers, and mobile devices. The video game industry has grown to be a multi-
billion-dollar global industry, with the most popular games generating hundreds of millions of
dollars in revenue. In addition to being a form of entertainment, video games are also used in
education, training, and rehabilitation. With the new technology like VR and AR, the gaming
experience has become more realistic and engaging.
1.1 Changes in the Video Game Industry
Video games have been around for years, providing entertainment for both kids and adults.
They have evolved a lot from the early years of computer games and the first versions of
Nintendo and Atari. Video games are becoming more realistic than ever, so the times of
pixelated graphics and muffled audio are long gone. Video games evolve as technology
evolves. The cost of developing a video game to run on one of the major platforms has
increased along with the difficulty of video game creation. Games can now cost tens or even
hundreds of millions of dollars, yet it was once unimaginable to spend so much money on
development. In terms of production and marketing costs, this has pushed video game
development into the world of Hollywood motion pictures.
The video game industry is really very big. In reality, it is bigger than both the film and music
industries combined. Music is an important part of the video game, just like many other things
like graphics or the engine on which the game is being made. Over two billion people play
video games worldwide, which is equal to 26% of the entire world's population, but it doesn't
receive the same public exposure as the film and music industries.
❖ The Role of Tech Companies in Video Game Industry

Companies which are not related to gaming, like Meta, Apple, and Google, are entering in
gaming industry. The tech industry is looking for ways to make video game streaming as
normal as streaming songs from Spotify or a movie from Netflix. Through its well-known Xbox
platform, Microsoft has already been involved in the video game sector. Project xCloud, a
programme that enables players to stream Xbox games to PCs and other devices, was launched
by the company in 2019. The service is only available to Xbox Game Pass Ultimate customers
that become active in September 2020.
Project xCloud is a cloud gaming service developed by Microsoft. It allows users to play video
games on their devices without the need for a console or high-end gaming PC. The service
utilizes cloud technology to stream games to users, allowing them to play high-quality games
on a variety of devices, including smartphones, tablets, and personal computers. The service
was first announced in 2018 and officially launched in September 2019 as part of Xbox Game
Pass Ultimate. It was initially available in a limited number of countries, but has since expanded
to more regions. It has a big library of games that include Xbox Game Studio titles and third-
party games.
xCloud also supports touch controls and comes with a Bluetooth controller which can be used
as an alternative to traditional controllers. The service can be accessed through the Xbox Game
Pass app, which is available for both iOS and Android. It is currently only available for mobile
devices, but plans for integration with TVs, monitors and web browser is in the pipeline.
Unity Technologies provides a game development framework enabling anyone to create video
games, and Meta started building a gaming platform with them in 2016. The Google Stadia
programme, which enables users to broadcast video games in ultrahigh resolution, was just
launched. Anyone can access to it through Google's browser, phones, tablets, and PCs.
Stadia is a cloud gaming service developed and operated by Google. It allows users to play
video games on their devices without the need for a console or high-end gaming PC. The
service utilizes cloud technology to stream games to users, allowing them to play high-quality
games on a variety of devices, including smartphones, tablets, personal computers, and smart
TVs. Stadia was officially launched in November 2019 and is currently available in several
countries around the world. The service includes a library of games from various publishers,
including first-party titles from Google's in-house game development studio Stadia Games and
Entertainment.
Stadia supports a wide range of input devices, including traditional controllers, mouse and
keyboard, and even touch controls on mobile devices. The service can be accessed through the
Stadia app, which is available for both iOS and Android, or through the Chrome web browser
on computers. Additionally, Stadia Pro is a subscription service that allows users to access a
selection of games at no additional cost and offers discounts on other games. Stadia Base is a
free version of the service that allows users to purchase games and play them on the platform.
Google has announced plans to expand the functionality of Stadia in the future, such as adding
the ability to play games on more devices, including smart TVs and laptops and also adding
more features like 4K streaming and multiplayer capabilities.
All of these businesses are focused on making it possible for gamers to stream video games
without a computer or gaming console. Physical video game purchases in the form of cartridges
or discs are getting rare as this trend continues. Seeing that the costs of production, shipping,
and storage will all be eliminated by subscription streaming services, video game companies
like Ubisoft and Electronic Arts will profit from them. Since games were previously only
purchased around holidays and other significant events, subscription services have also made
it possible to generate revenue throughout the year.
 ❖ The Story of Video Games
The history of video games can be traced back to the 1950s, when computer scientists and
engineers began experimenting with interactive games and simulations. The earliest known
example of a video game is "Tennis for Two," a game created in 1958 by physicist William
Higinbotham. The game was played on an oscilloscope and involved two players using knobs
to control the movement of a dot, representing a tennis ball, on the screen. In the 1960s and
1970s, computer technology advanced significantly, allowing for more complex games to be
created.
In 1967, the first video game arcade was opened in California, featuring games such as "Galaxy
Game" and "Computer Space." The 1970s saw the rise of arcade games and home consoles,
such as Atari and Magnavox Odyssey.
The 1980s marked a significant turning point in the history of video games. The introduction
of the Commodore 64 and the IBM PC provided more powerful platforms for game
development, and the release of games such as "Pac-Man," "Donkey Kong," and "Space
Invaders" helped to establish video games as a mainstream form of entertainment. This decade
also saw the emergence of RPG's, Adventure games and the first home consoles like Atari
2600, Commodore 64, ColecoVision, Intellivision and others.
The 1990s and 2000s were characterized by significant technological advancements in the field
of video game development. The advent of 3D graphics and the widespread use of the internet
led to the development of massively multiplayer online games and mobile gaming.
The release of the Sony PlayStation and the Sega Saturn helped to establish video gaming as a
mainstream form of entertainment, and the introduction of the Nintendo 64 and the PlayStation
2 marked a new era of 3D gaming.
The 21st century has seen the continued growth and evolution of the video game industry, with
the release of the Xbox, PlayStation 3, and Wii, as well as the emergence of mobile gaming
and social gaming. The introduction of smartphones and tablets has made gaming more
accessible than ever, and the rise of streaming platforms such as Twitch and YouTube has
allowed gamers to share their experiences with a wider audience.
In recent years, the video game industry has become one of the most successful and profitable
in the world, with games such as "Grand Theft Auto V," "Minecraft," "Fortnite," "League of
Legends," and "Player Unknown’s Battlegrounds" achieving record-breaking sales and
becoming cultural phenomena. Today, video games are a multi-billion-dollar industry and are
enjoyed by people of all ages around the world.
In conclusion, the history of video games is a fascinating and ever-evolving story, from the
earliest days of computer science experimentation to the present day, where video games have
become a mainstream form of entertainment and a powerful cultural force. The future of video
games is likely to be just as exciting, with new technologies such as virtual reality and artificial
intelligence set to revolutionize the way we play and interact with games.
 ❖ Effects of Video Games
The effects of video games on individuals can be both positive and negative. While many
people enjoy playing video games as a form of entertainment, there is ongoing debate about
the potential effects of these games on players. Some of the potential positive effects include:
• Improved hand-eye coordination and fine motor skills: Video games often require
players to perform quick and precise movements, which can improve their hand-
eye coordination and fine motor skills.
• Increased problem-solving and decision-making skills: Many video games require
players to solve puzzles or make strategic decisions, which can help to improve
their problem-solving and decision-making skills.
• Improved cognitive function: Research has shown that playing video games can
improve cognitive function, including memory, attention, and perception.
• Increased social interaction: Online multiplayer games and social games can
provide opportunities for players to interact with others and make friends.
• Increased self-esteem and self-efficacy: Video games can provide a sense of
accomplishment and mastery, which can boost self-esteem and self-efficacy.
However, there are also potential negative effects of video games, such as:
• Addictive behaviour: Some individuals may develop an addiction to playing video
games, which can lead to problems with personal relationships, school or work
performance, and mental health.
• Decreased physical activity: Spending excessive time playing video games can lead
to decreased physical activity, which can contribute to obesity and other health
problems.
• Increased aggression and violence: Some studies have suggested a link between
violent video games and increased aggression and violent behaviour.
• Decreased social interaction: Excessive video game use can lead to decreased social
interaction and isolation.
• Poor academic performance: Spending excessive time playing video games can
interfere with academic performance and lead to problems with schoolwork.
It is important to note that not all individuals will experience the same effects from playing
video games, and the effects can also vary depending on the type of game, the amount of
time spent playing, and the individual's personal characteristics and circumstances.
Therefore, it's always best to have a balance of the time spent on video games and other
activities that can enrich your life. It is also important for parents to monitor the amount of
time their children spend playing video games, and to make sure that children are not
playing games that are inappropriate for their age.
 ❖ Piracy the biggest problem in video game industry
Piracy is a significant problem for the video game industry and it can have a negative impact
on the development and distribution of new games, as well as the financial well-being of the
industry. The video game industry is a multi-billion dollar industry and piracy can result in
significant financial losses for game developers and publishers.
One of the main ways in which piracy affects the video game industry is through financial loss.
Pirated copies of games are often distributed for free, which means that game developers and
publishers do not receive any revenue from these copies. This can result in significant financial
losses for the industry. The loss of revenue due to piracy can also lead to a decrease in
investment in new projects and the development of new games. This can result in fewer new
games being produced and a decrease in the overall quality of games.
Piracy can also lead to job losses in the video game industry. As companies may not be able to
afford to employ as many people or may be forced to close their doors altogether. This can
have a ripple effect throughout the industry, as it can lead to a decrease in the number of jobs
available for those who work in the video game industry.
Reduced innovation is another problem caused by piracy in the video game industry. With less
investment in new projects, game companies may not be able to afford to take risks and
innovate as much as they would like to. This can lead to a stagnation in the industry, with fewer
new and exciting games being released. The lack of innovation can also lead to a lack of
progress in the industry, as game developers may not be able to afford to take advantage of
new technologies and advancements.
Quality of service is another problem caused by piracy. Some game companies may not be able
to afford to provide the same level of customer support and quality of service to legitimate
customers, as they have to put more resources into fighting piracy. This can lead to
dissatisfaction among legitimate customers, who may feel that their needs are not being met.
Reduced incentives are another problem caused by piracy. Game developers may not see a
return on their investment if their games are widely pirated, which can reduce their incentive
to create new and innovative games. This can lead to a decline in the overall quality of games
and a lack of progress in the industry.
Piracy can also have a negative impact on the distribution of new games. Game companies may
be less likely to release their games in certain regions or on certain platforms if they believe
that piracy is a significant problem in those regions or on those platforms. This can lead to
legitimate customers in those regions or on those platforms not being able to purchase and play
new games. Piracy can also lead to a decrease in the number of games being released. Game
companies may not be able to afford to release new games if they are losing revenue due to
piracy.
Video game companies have taken a number of steps to combat online piracy, which refers to
the illegal distribution of copyrighted material, such as video games, over the internet. These
efforts are crucial for the video game industry as piracy can result in significant financial losses
for game developers and publishers.
One of the main steps taken by video game companies to combat online piracy is the use of
Digital Rights Management (DRM) technology. DRM is a technology that is used to prevent
unauthorized copying of video games. DRM can include encryption, watermarking, and other
methods to protect the game's code and data. DRM can be implemented in various ways, such
as requiring an internet connection to play the game, or through the use of special codes or keys
that must be entered to activate the game. Some games also require a specific hardware, such
as a dongle, that must be connected to the computer for the game to run. DRM can be effective
in preventing casual piracy but it can be bypassed by more tech-savvy pirates.
Another step taken by video game companies to combat online piracy is legal action. Game
companies may take legal action against individuals or organizations that engage in online
piracy. This can include lawsuits to stop the distribution of pirated games and to recover
damages. Game companies may also monitor forums, torrent sites, and other online platforms
to detect and take down links to pirated games. In some cases, game companies may also use
the Digital Millennium Copyright Act (DMCA) to request that websites hosting pirated games
be taken down. Legal actions can be time-consuming and expensive, but they can be effective
in shutting down large-scale piracy operations.
Regional locks are another step taken by game companies. Some video games are region-
locked, which means they can only be played on consoles or devices that are in the same region
as the game's license. This is done to prevent people from importing games from other regions
and playing them on consoles that are not meant for that region. This can be achieved by
software or hardware level.
Online activation is another step taken by game companies. Some video games require players
to activate the game online before they can play it. This can prevent people from playing pirated
copies of the game, as only legitimate copies will have the necessary activation codes.
Regular updates are another step taken by game companies. Game companies regularly release
updates to their games to fix bugs and add new features. These updates can also include anti-
piracy measures, such as server-side checks to ensure that only legitimate copies of the game
are being played. These updates can also include additional security measures that make it
harder for pirates to crack the game.
Collaboration with ISPs is another step taken by game companies. Some game companies
collaborate with Internet Service Providers to block access to websites that distribute pirated
games. This can be done by obtaining court orders, or by working with ISPs to voluntarily
block access to these sites.
Education is another step taken by game companies. Some companies also try to educate their
customers about the negative effects of piracy on the industry and encourage them to support
game developers by buying legitimate copies of the game. This can be done through social
media, email campaigns, or through in-game messaging. It's worth noting that, despite these
efforts, online piracy remains a persistent problem for the video game industry. Some experts
argue that the best way to combat online piracy is to offer consumers more convenient and
affordable ways to purchase and access video games.
1.2 Company Profiles

❖ The PlayStation Philosophy

The philosophy of PlayStation, as a brand, has always been to create and deliver innovative
and immersive gaming experiences to players around the world. This is achieved through the
development of cutting-edge technology, such as the PlayStation console and its various
accessories, as well as partnerships with game developers to bring a diverse range of titles to
the platform. The brand has always been dedicated to pushing the boundaries of what is
possible in gaming and providing players with an unparalleled gaming experience.
In the early days of the brand, PlayStation was focused on establishing itself as a major player
in the gaming industry. This was achieved through a combination of hardware innovation and
a strong line-up of exclusive games. The original PlayStation console, released in 1994, was
the first console to use compact disc (CD) technology, which allowed for larger and more
detailed games than were possible on cartridges. This, combined with its powerful hardware,
made it a popular choice among gamers and developers alike.
As the brand grew, PlayStation continued to innovate with each new console release. The
PlayStation 2, released in 2000, was the first console to include a built-in DVD player, making
it a popular choice for both gaming and home entertainment. The PlayStation 3, released in
2006, was the first console to include a built-in Blu-ray player and featured powerful hardware
that was capable of running games in high definition.
In addition to hardware innovation, PlayStation has always placed a strong emphasis on
exclusive games. Throughout its history, the brand has built a reputation for having a diverse
and high-quality line-up of exclusive games. These games are developed by internal studios,
such as Naughty Dog and SIE Santa Monica Studio, as well as by external studios that have
partnered with PlayStation. Some of the most iconic and critically acclaimed games in the
history of gaming, such as the Uncharted series and The Last of Us, have been exclusive to
PlayStation.
Another key aspect of PlayStation's philosophy is player engagement and community building.
The brand has always placed a strong emphasis on online multiplayer, social media integration,
and regular updates and events. This allows players to connect with each other, share their
gaming experiences, and stay engaged with the brand. In recent years, PlayStation has also
introduced new features such as Share Play, which allows players to share their games with
friends online, and Play Link, which allows players to use their smartphones as controllers for
certain games.
PlayStation has also always been dedicated to inclusivity and accessibility. The brand has
always aimed to provide a wide range of games that appeal to players of all ages, backgrounds,
and skill levels. Additionally, the brand has made a point of including customizable
accessibility options in their consoles and games. This allows players with disabilities to tailor
the gameplay experience to suit their needs, making the PlayStation brand more accessible to
a wider range of players.
In conclusion, PlayStation's philosophy has always been to create and deliver innovative and
immersive gaming experiences to players around the world. This is achieved through the
development of cutting-edge technology and a strong line-up of exclusive games. Additionally,
the brand places a strong emphasis on player engagement and community building, as well as
inclusivity and accessibility. With each new console release and new games, PlayStation
continues to push the boundaries of what is possible in gaming and provide players with an
unparalleled gaming experience.

• Mission of PlayStation

“At PlayStation Studios our mission is to make the best games we can, advancing the very
nature of entertainment through our games and the positive impact they can have on people's
lives.”
The mission of PlayStation, as a brand, is to provide innovative and immersive gaming
experiences to players around the world. This is achieved through the development of cutting-
edge technology, such as the PlayStation console and its various accessories, as well as
partnerships with game developers to bring a diverse range of titles to the platform.
Additionally, the brand aims to create a sense of community and engagement among players
through online multiplayer, social media integration, and regular updates and events.
Furthermore, PlayStation's mission is to make gaming accessible to everyone, by providing a
wide range of games that appeal to players of all ages, backgrounds, and skill levels and by
including customizable accessibility options in their consoles and games.
 ❖ The Xbox Philosophy

The philosophy of Xbox, as a brand, is to provide a comprehensive and immersive gaming and
entertainment experience to players around the world. This is achieved through the
development of cutting-edge technology, such as the Xbox console and its various accessories,
as well as partnerships with game developers to bring a diverse range of titles to the platform.
Additionally, Xbox prioritizes player engagement and community building through features
such as online multiplayer, social media integration, and regular updates and events. The brand
also aims to be inclusive and accessible to players of all ages, backgrounds, and skill levels
through a wide range of games and customizable accessibility options.
Xbox has always been dedicated to providing a comprehensive and immersive gaming and
entertainment experience to players. The original Xbox console, released in 2001, was the first
console to feature built-in hard drive storage, which allowed for larger and more detailed games
than were possible on cartridges. The Xbox 360, released in 2005, was the first console to
include built-in wireless connectivity and a built-in media center, allowing players to play
games, watch movies, and listen to music all in one place. The Xbox One, released in 2013,
was the first console to include a built-in TV tuner and was designed to be an all-in-one
entertainment system, allowing players to play games, watch live TV, and stream media
content.
In addition to hardware innovation, Xbox has always placed a strong emphasis on exclusive
games. Throughout its history, the brand has built a reputation for having a diverse and high-
quality line-up of exclusive games. These games are developed by internal studios, such as 343
Industries and The Coalition, as well as by external studios that have partnered with Xbox.
Some of the most iconic and critically acclaimed games in the history of gaming, such as the
Halo series and Gears of War series, have been exclusive to Xbox.

Another key aspect of Xbox's philosophy is player engagement and community building. The
brand has always placed a strong emphasis on online multiplayer, social media integration, and
regular updates and events. This allows players to connect with each other, share their gaming
experiences, and stay engaged with the brand. Xbox Live, the brand's online gaming service,
provides players with access to a wide range of features, including matchmaking, voice chat,
and leader boards.
Xbox has also always been dedicated to inclusivity and accessibility. The brand has always
aimed to provide a wide range of games that appeal to players of all ages, backgrounds, and
skill levels. Additionally, the brand has made a point of including customizable accessibility
options in their consoles and games. This allows players with disabilities to tailor the gameplay
experience to suit their needs, making the Xbox brand more accessible to a wider range of
players.
In summary, Xbox's philosophy is to provide a comprehensive and immersive gaming and
entertainment experience to players around the world by developing cutting-edge technology
and a strong line-up of exclusive games. Additionally, the brand places a strong emphasis on
player engagement and community building, as well as inclusivity and accessibility. With each
new console release and new games, Xbox continues to push the boundaries of what is possible
in gaming and entertainment and provide players with an unparalleled experience.

• Mission of Xbox

“At Xbox, our mission is simple: bring the joy and community of gaming to everyone on the
planet. To achieve that, we aspire to empower everyone to play the games you want, with the
people you want, anywhere you want.”
The mission of Xbox, as a brand, is to provide an unparalleled gaming and entertainment
experience to players around the world. This is achieved by developing cutting-edge
technology, such as the Xbox console and its various accessories, as well as partnerships with
game developers to bring a diverse range of titles to the platform. Additionally, Xbox aims to
create a sense of community and engagement among players through online multiplayer, social
media integration, and regular updates and events. Furthermore, Xbox's mission is to make
gaming and entertainment accessible to everyone, by providing a wide range of games and
entertainment options that appeal to players of all ages, backgrounds, and skill levels, and by
including customizable accessibility options in their consoles and games.
 • PlayStation And Xbox as competitors
PlayStation and Xbox are two of the major players in the video game console market, and have
been direct competitors for many years. Both companies have a similar philosophy of providing
innovative and immersive gaming experiences to players through the development of cutting-
edge technology and a strong line-up of exclusive games. Both companies also prioritize player
engagement and community building through online multiplayer, social media integration, and
regular updates and events.
One of the main differences between the two companies is their target audiences. PlayStation
has traditionally been more focused on the core gaming market, while Xbox has been more
focused on the broader entertainment market, including streaming services and media content.
PlayStation has a larger market share in Japan and Asia, while Xbox has a larger market share
in North America and Europe.
Both companies also have their own unique features and strengths. PlayStation, for example,
has the PlayStation VR headset, which allows players to experience virtual reality games and
is considered one of the most advanced VR systems in the market. Xbox, on the other hand,
has backwards compatibility, which allows players to play games from older consoles on newer
consoles, this feature is very well received by the players.
Another key difference between the two companies is their exclusive games. While both
companies have a strong line-up of exclusive games, each company's exclusive games are
different and appeal to different audiences. PlayStation has exclusive franchises such as God
of War, The Last of Us, and Uncharted, which are known for their cinematic storytelling and
high production values. These games are typically more story-driven and have a cinematic
approach, with a strong emphasis on characters and narrative. Xbox, on the other hand, has
exclusive franchises such as Halo, Gears of War, and Forza Motorsport, which are known for
their fast-paced action and multiplayer focus. These games are typically more action-packed
and have a focus on multiplayer and fast-paced gameplay.
When it comes to services and features, Xbox has its Game Pass service, which is a subscription
service that allows players to access a wide variety of games for a monthly fee, including a
selection of first-party games, Xbox Live Gold and the EA Play service. PlayStation has
PlayStation Now, a similar service, but it doesn't offer the same amount of games and features
as the Xbox Game Pass.
In terms of marketing and advertising, both companies have a strong presence in the industry
and invest heavily in promoting their products. PlayStation and Xbox have had several high-
profile console releases over the years, each with its own marketing campaigns and
promotional events. Additionally, both companies have sponsorship deals with major events
and organizations, such as esports tournaments and gaming conventions.
In summary, PlayStation and Xbox are direct rivals in the video game console market.
1.3 PlayStation

• About PlayStation
PlayStation is a brand of video game consoles and accessories developed and manufactured by
Sony Computer Entertainment (SCE), a subsidiary of Sony Corporation. The brand was first
introduced in 1994 with the release of the original PlayStation console, which was the first
console to use compact disc (CD) technology for game storage. Since then, PlayStation has
released several successful consoles, including the PlayStation 2 (PS2), PlayStation 3 (PS3),
PlayStation 4 (PS4), PlayStation 5 (PS5) and PlayStation VR (PSVR).
The PlayStation brand is known for its innovative technology, strong line-up of exclusive
games, and commitment to player engagement and community building. PlayStation consoles
have been some of the most popular and successful gaming platforms in history, with the PS2
being the best-selling console of all time, and the PS4 and PS5 being among the best-selling
consoles of their respective generations.
In addition to consoles, PlayStation also offers a wide range of accessories and services, such
as the DualShock controller, PlayStation Move motion controllers, and the PlayStation Plus
subscription service, which offers online multiplayer, free games, and discounts on games and
DLC.
The PlayStation brand is also known for its strong marketing and advertising efforts, and has
had several high-profile console releases over the years, each with its own marketing
campaigns and promotional events. The company also has sponsorship deals with major events
and organizations, such as esports tournaments and gaming conventions.
Overall, PlayStation is one of the most well-known and respected brands in the video game
industry, known for its innovative technology, strong line-up of exclusive games, and
commitment to player engagement and community building.

• History of PlayStation
The history of PlayStation can be traced back to the late 1980s, when Sony, a leading
electronics company, began to explore the idea of entering the video game market. At the time,
Nintendo and Sega were the dominant players in the market, but Sony saw an opportunity to
create a new type of gaming console that would appeal to a wider audience.
The first PlayStation console, simply called the PlayStation, was released in December 1994
in Japan, and in September 1995 in North America and Europe. The console was developed
and manufactured by Sony Computer Entertainment (SCE), a subsidiary of Sony Corporation.
The original PlayStation was the first console to use compact disc (CD) technology for game
storage, which allowed for larger and more detailed games than were possible on cartridges. It
was also the first console to feature built-in memory cards for game saves, and a built-in
controller port for a second controller.
The original PlayStation was a major success, selling over 100 million units worldwide. This
success can be attributed to a number of factors, such as the console's cutting-edge technology,
its diverse and high-quality line-up of games, and its strong marketing campaign. The console
also had a wide variety of games, from action-adventure, racing, sports, fighting, puzzle, RPG
and many more. The console was also able to appeal to a wide range of players, from casual
gamers to hardcore gamers.
In 2000, Sony released the PlayStation 2 (PS2), which was the first console to include a built-
in DVD player, making it a popular choice for both gaming and home entertainment. The PS2
was also more powerful than its predecessor, allowing for more detailed and realistic games to
be developed. The console was able to play games from the original PlayStation, as well as
DVDs and CDs, and had a built-in Ethernet port for online gaming. The PS2 was also a major
success, selling over 155 million units worldwide.
In 2006, Sony released the PlayStation 3 (PS3), which was the first console to include a built-
in Blu-ray player, and featured powerful hardware that was capable of running games in high
definition. The PS3 also included a built-in Wi-Fi, and a built-in hard drive for game saves and
downloaded content. The console also had the ability to play games from the PS2, and had a
built-in Ethernet port for online gaming. The PS3 was not as successful as its predecessors, but
still sold over 87 million units worldwide.
In 2013, Sony released the PlayStation 4 (PS4), which was designed to be more powerful and
more efficient than the PS3. The PS4 featured an x86-64 AMD "Jaguar" 8-core CPU, and a
1.84 teraflops AMD Radeon-based graphics engine. The console also had a built-in hard drive,
and a built-in Ethernet port for online gaming. The PS4 also included a built-in "Share" button
on the controller, which allowed players to easily share their gameplay footage and screenshots
on social media. The PS4 was a major success, selling over 115 million units worldwide.
In 2016, Sony released the PlayStation VR (PSVR), a virtual reality headset that allows players
to experience virtual reality games. The PSVR was designed to work with the PS4, and required
a PlayStation Camera and PlayStation Move controllers to function. The PSVR was well
received by critics and players, and sold over 5 million units worldwide.
In 2020, Sony released the PlayStation 5 (PS5), which is more powerful than its predecessor,
with a custom-designed 8-core AMD Zen 2 CPU and a custom-designed AMD RDNA 2 GPU.
How it all Started

PlayStation One (PS One)

The first of the widely used PlayStation series of console and handheld game systems was the
original PlayStation, which was introduced in Japan on December 3, 1994. It has included
updates and successor consoles including the PocketStation, the Net Yaroze (a customised
black PlayStation with tools and instructions to build PlayStation games and programmes), and
the PS One (a handheld which enhances PlayStation games and also acts as a memory card). It
was a fifth-generation gaming console that competed with the Sega Saturn and Nintendo 64.
The PlayStation and PS One had shipped 102.49 million copies altogether by the end of 2003.
This made it the first video game console to sell 120 million units.

PlayStation 2
The PlayStation 2 is a member of the sixth generation of video game consoles and was released
in 2000, 15 months after the Dreamcast and a year before its rivals, the Xbox and the Nintendo
GameCube. It is backwards compatible with the majority of PlayStation original titles. It has
undergone a smaller redesign, similar to its predecessor. As of December 28, 2012, it had sold
over 155 million units, making it the most popular console worldwide. The PlayStation 2
Slimline, which debuted in 2004, four years after the original PlayStation 2 went on sale, was
the console's first significant overhaul. The Slimline was smaller, thinner, quieter, and had an
Ethernet port integrated than its predecessor (in some markets it also has an integrated modem).
A lighter Slimline revision and AC adapter were made available for purchase by Sony in 2007
along with the original Slimline. Another iteration of the Slimline was introduced by Sony in
2008 with an updated internal design that integrated the power supply into the console itself,
similar to the PlayStation 2. This resulted in a further reduction in the overall weight of the
machine.

PlayStation 3
The PlayStation 3 (PS3) is a seventh generation video game console from Sony that was first
made available on November 11, 2006 in Japan. It is in opposition to both the Nintendo Wii
and the Microsoft Xbox 360. Through its Sixaxis wireless controller, the PS3 is the first console
in the series to incorporate motion-sensing technology. The console includes high-definition
resolution and a Blu-ray Disc player as well. Initially available with a 20 GB or 60 GB hard
drive, the PS3's storage capacity has grew over time, reaching a maximum of 500 GB. As of
November 2013, the PlayStation 3 had sold more than 80 million units globally.
The PlayStation 3 was re-released in 2009 as a "slim" variant, just like its forebears. In
comparison to earlier models, the new one is 33% smaller, 36% lighter, and uses 34% to 45%
less power. It also has a smaller Cell processor that was switched to a 45nm manufacturing
technique, as well as a revised cooling system. Within the first three weeks of going on sale, it
sold more than a million units.
Sony unveiled a new "Super Slim" PlayStation 3 in 2012. The new console weighs 4.3 pounds,
which is almost three pounds less than the previous "slim" model, and features a completely
new case with a sliding door hiding the disc drive (which has been moved to the top of the
console). Either a 250GB or 500GB hard disc or 12GB flash memory are included with the
console. There are several packages that come with a Super Slim PS3 and a number of games.
PlayStation 4
On February 20, 2013, Sony Computer Entertainment held a press conference to introduce the
PlayStation 4 (PS4). Sony disclosed some of the upcoming console's hardware details at the
conference. The PlayStation series' x86 architecture was first introduced with the eighth-
generation system, which debuted in the fourth quarter of 2013. Mark Cerny, the PlayStation
4's chief system architect, claims that work on the device started as early as 2008. Sony debuted
the PlayStation App, which enables PS4 players to use their smartphones and tablets as a
second screen to improve gameplay, as one of the new programmes and services. The business
also intended to launch the Gaikai-powered PlayStation Now game streaming service. Sony
intended to put more emphasis on social gameplay by adding a share button to the new
controller and enabling players to watch in-game content being streamed live from pals. On
November 15, 2013, the PlayStation 4 made its debut in North America.
On September 7, 2016, the PlayStation 4 Slim (officially marketed as just PlayStation 4 or PS4)
was launched. It is an updated version of the PS4's initial hardware with a more compact design.
Instead of a two-tone finish on the top of the console, the new case has a rounder body and is
40% smaller.
On September 7, 2016, the PlayStation 4 Pro, or PS4 Pro for short (initially announced under
the codename Neo), was launched. Its CUH-7000 model number. It is a more advanced
PlayStation 4 model featuring better technology, such as a newer GPU with 4.2 teraflops of
processing capability and a faster CPU frequency. Its main purpose is to make some games
playable in 4K resolution and to give PlayStation VR better quality. All games on PS4 and PS4
Pro are backwards and forwards compatible, but those with optimizations will run more
smoothly on PS4 Pro.
PlayStation 5
The PlayStation 5 (PS5) was released worldwide on November 12, 2020, and, alongside the
Xbox Series X and Series S released the same month, is part of the ninth generation of video
game consoles. The first news of the PS5 came from Mark Cerny in an interview with Wired
in April 2019. Sony intends for the PlayStation 5 to be its next-generation console.
A 7 nanometer process node, 8-core, 16-thread CPU built on AMD's Zen 2 microarchitecture
will power the console. Real-time ray-traced graphics are made possible by the graphics
processor, which is a customised version of AMD's Navi family employing the RDNA
microarchitecture. This microarchitecture supports hardware acceleration of ray-tracing
rendering. Since Cerny underlined the necessity for quick load times and additional bandwidth
to make games more immersive as well as to support the necessary content streaming from disc
for 8K resolution, the new console comes with a dedicated SSD storage.
The DualSense, the system's new controller, includes adaptive triggers that can adjust the
player's resistance as needed, such as when the player is in-game pulling back an arrow with a
bow. Along with an upgraded controller speaker, the controller incorporates powerful voice
coil actuators that produce strong haptic feedback for greater in-game feedback.
Cerny stated that the transition to the new console is intended to be a smooth one, and the
PlayStation 5 is backwards-compatible with the majority of PlayStation 4 and PlayStation VR
games. Later, in an interview, Jim Ryan said that the PlayStation 5 could, according to an
estimate based on "thousands" of titles, play "99%" of PlayStation 4 games.
 ❖ PlayStation: The Future
The future of PlayStation is likely to be shaped by a number of factors, including the continued
growth of the video game market, advancements in technology, and the evolving preferences
of gamers. Here are a few potential developments we could see in the future of PlayStation:
• Virtual Reality: PlayStation has already released a virtual reality headset, PlayStation
VR (PSVR), and it has seen some success. As virtual reality technology continues to
advance, we may see more VR games and experiences becoming available for
PlayStation players.
• Streaming: Streaming services such as Google Stadia and Nvidia GeForce Now have
been gaining popularity, and PlayStation is likely to continue to develop its own
streaming services in order to stay competitive. This could include a cloud gaming
service, which would allow players to play games on any device without the need for a
console.
• 5G: As 5G networks become more widely available, we may see a shift towards cloud
gaming and streaming services, which would allow players to play high-quality games
on any device with a stable internet connection.
• More powerful hardware: With the release of the PlayStation 5, Sony has already set a
new standard for console hardware. It's likely that future PlayStation consoles will
continue to push the boundaries of what is possible in terms of graphics and
performance.
• Exclusive games: PlayStation has always been known for its strong lineup of exclusive
games, and this is likely to continue in the future. PlayStation Studios has been
investing in the development of new and existing franchises, and we can expect to see
more high-quality exclusive games in the future.
• More Services: As the gaming industry continues to evolve, PlayStation will likely
continue to develop and expand its services, such as PlayStation Now, PlayStation Plus,
and PlayStation Vue to meet the needs of players. This could include new subscription
services or expanded features for existing services.
• Greater focus on sustainability: In recent years, Sony has been working to reduce its
environmental impact, and this is likely to continue in the future. The company has
already announced that it plans to make the PlayStation 5 more energy-efficient and
has committed to reducing its greenhouse gas emissions.
Overall, the future of PlayStation is likely to be shaped by a combination of technological
advancements, changing consumer preferences, and the continued growth of the video
game market. PlayStation will have to adapt and evolve in order to stay competitive and
meet the needs of its players.
 ❖ SWOT Analysis

A SWOT analysis is a tool used to evaluate a company's strengths, weaknesses, opportunities,

and threats.

SWOT analysis of PlayStation:

Strengths:
• Strong brand recognition and reputation: PlayStation is a well-established brand that is
recognized and respected by consumers and industry professionals alike. This
reputation has been built over many years of producing high-quality gaming consoles
and exclusive games.
• A wide range of exclusive games and franchises: PlayStation has a strong portfolio of
exclusive games and franchises that are only available on its platform. These games,
such as God of War, Uncharted, and The Last of Us, are known for their high production
values, engaging storylines, and innovative gameplay mechanics. This gives
PlayStation a competitive edge over other consoles and helps to attract and retain
customers.
• Strong partnerships with game developers and publishers: PlayStation has built strong
relationships with game developers and publishers, which allows it to secure exclusive
content and partnerships. This includes games and DLC that are only available on the
PlayStation platform, which helps to increase the value of the platform for consumers.
• A loyal customer base: PlayStation has a dedicated customer base that is loyal to the
brand. These customers are more likely to purchase new consoles and games from
PlayStation, which helps to ensure a steady revenue stream for the company.
• A well-established online gaming service: PlayStation Plus, the company's online
gaming service, offers a wide range of features, including online multiplayer, free
monthly games, and exclusive discounts. This service is well-established and offers a
good value for its subscribers, which helps to retain customers and increase revenue.
• A strong presence in the VR gaming market: PlayStation has a strong presence in the
VR gaming market with the PlayStation VR headset. This headset offers a high-quality
virtual reality experience and has a wide range of games available, which helps to attract
customers and differentiate PlayStation from its competitors.

Weaknesses:
• High price point for consoles and accessories: PlayStation's consoles and accessories
are generally priced at a premium compared to other consoles in the market. This may
make it more difficult for the company to attract price-sensitive customers.
• Limited backwards compatibility with older games: PlayStation's consoles have limited
backwards compatibility with older games, which means that some customers may have
to repurchase games they already own in order to play them on newer consoles.
 • Limited cross-platform play with other consoles: PlayStation's consoles have limited
cross-platform play with other consoles, which may make it less appealing to customers
who want to play games with friends on other platforms.
• Relatively short lifespan of consoles compared to competitors: PlayStation's consoles
have a relatively short lifespan compared to competitors, which means that customers
may have to purchase new consoles more frequently.
• Limited support for non-gaming applications such as streaming services: PlayStation's
consoles have limited support for non-gaming applications such as streaming services,
which may make it less appealing to customers who want to use their console for more
than just gaming.

Opportunities:
• The continued growth of the video game market: The video game market is expected
to continue to grow in the coming years, which presents an opportunity for PlayStation
to increase its market share and revenue. As more people turn to gaming as a form of
entertainment, PlayStation's products and services will become increasingly in demand.
• The potential for 5G and cloud gaming to expand the reach of the console: The
emergence of 5G and cloud gaming technology present an opportunity for PlayStation
to expand the reach of its console. With faster internet speeds and more powerful cloud
servers, PlayStation could potentially stream games to customers in areas where it
doesn't have a physical presence, making its products available to more people.
• Virtual and augmented reality gaming: Virtual and augmented reality technology is
advancing rapidly, and PlayStation may explore this area in the future. This could
include new games and experiences that blend virtual and real-world elements, or the
ability to use the console's camera to enhance the gaming experience.
• Expansion into new markets: As the gaming market continues to grow, PlayStation may
explore new markets, such as developing countries or emerging economies. This could
include new partnerships and collaborations, or the release of cheaper, more accessible
consoles to reach a wider audience.
• Development of new subscription-based services or features for existing services:
PlayStation could explore new subscription-based services or features for existing
services, such as PlayStation Plus. This could include more games added to the library,
more options for subscription, or new features that enhance the gaming experience.

Threats:
• Intense competition from other consoles such as Xbox and Nintendo Switch:
PlayStation faces intense competition from other consoles, such as Xbox and Nintendo
Switch. These consoles offer their own exclusive games and features, which may attract
customers away from PlayStation.
• The increasing popularity of mobile gaming: The increasing popularity of mobile
gaming presents a threat to PlayStation, as more people may choose to play games on
their smartphones and tablets instead of on a console.
 • The rise of streaming services such as Google Stadia and Nvidia GeForce Now:
Streaming services like Google Stadia and Nvidia GeForce Now allow customers to
stream games to their devices without the need for a console. This could potentially
make PlayStation's products less appealing to customers.
• The potential for new technologies such as virtual and augmented reality to disrupt the
traditional console market: Virtual and augmented reality technology could potentially
disrupt the traditional console market, as more people may choose to play games in
these immersive environments instead of on a console.
• Economic downturns or market saturation could decrease demand for consoles:
Economic downturns or market saturation could decrease demand for consoles, as
consumers may be less likely to spend money on expensive gaming hardware during
economic downturns. Additionally, as the market becomes increasingly saturated, it
could be more difficult for PlayStation to attract new customers and maintain its market
share.
• Cybersecurity risks: PlayStation has to be aware of the potential risks that comes with
the online gaming. PlayStation Network (PSN) has been hacked in the past, which
resulted in the data of millions of users being compromised. The company has to make
sure to have a strong cybersecurity infrastructure in place to prevent similar breaches
in the future and to avoid losing customer trust.
• Dependence on third-party developers: PlayStation's success heavily relies on the
quality and quantity of games developed by third-party developers. If the number of
games developed by third-party developers decreases, PlayStation may have to rely on
its own exclusive games, which could limit the variety of games available on the
platform.
Overall, PlayStation has a strong reputation and brand recognition, and a wide range of
exclusive games and franchises. However, it also has some weaknesses, such as a high
price point, limited backwards compatibility, and limited cross-platform play. The
company has opportunities to expand in the future through the growth of the video game
market, the development of new technologies such as 5G and cloud gaming and the
expansion into new markets. However, it also faces threats from intense competition, the
rise of mobile gaming and streaming services, and potential new technologies disrupting
the traditional console market. Additionally, the company has to be aware of the potential
risks that come with online gaming and potential market saturation.

❖ The 4Ps of PlayStation

The 4 Ps of marketing, also known as the marketing mix, are product, price, place, and
promotion. These elements are crucial to a company's overall marketing strategy.
Product: PlayStation's main product is its line of video game consoles, including the
PlayStation 4, PlayStation 5, and the PlayStation VR headset. These consoles offer cutting-
edge technology and features that provide gamers with a high-quality, immersive gaming
experience. The company also offers a wide range of exclusive games and franchises, such as
God of War, Uncharted, and The Last of Us, that are only available on the PlayStation platform.
These games are known for their high production values, engaging storylines, and innovative
gameplay mechanics. Additionally, the company also offers a variety of accessories, such as
controllers, charging docks, and other peripherals that enhance the gaming experience.
Price: PlayStation's consoles and games are generally priced at a premium compared to other
consoles in the market. The retail price of the latest console, the PlayStation 5, is $499.
Exclusive games also carry a higher price point than non-exclusive titles. However, PlayStation
also offers a subscription-based service, PlayStation Plus, which provides access to online
gaming and free monthly games to its subscribers. This service is priced at a monthly or annual
fee, which is considered to be reasonable for the value it provides.
Place: PlayStation's products are available through a variety of retail outlets, including major
electronics retailers, video game stores, and online marketplaces such as Amazon, Best Buy,
and GameStop. The company also has an online store, where customers can purchase consoles,
games, and accessories directly from PlayStation. This allows for easy access to the products
for customers all over the world. Additionally, PlayStation also has its own physical stores in
some countries, which provide a unique and engaging shopping experience for its customers.
Promotion: PlayStation promotes its products through a variety of advertising channels,
including television commercials, print ads, and online ads. The company heavily markets its
latest console, the PlayStation 5, highlighting its features and exclusive games. Additionally,
they also promote their exclusive games with trailers and gameplay videos that showcase the
features of the games. The company also has a strong presence on social media, where it shares
news and updates about its upcoming games and consoles. This allows them to create a buzz
and excitement around their new releases. PlayStation also leverages partnerships with game
developers, publishers, and other companies to promote its products. This includes
collaborations with popular streamers, YouTubers, and other content creators to showcase the
games and create a buzz around the brand.
PlayStation also actively participates in trade shows and events such as E3, to showcase its
upcoming games and consoles to industry professionals and the public. This allows them to
generate buzz and excitement around new releases, as well as gather feedback from industry
experts.
Furthermore, PlayStation has been actively involved in the esports scene, hosting many major
gaming events and tournaments. This creates an opportunity for players to compete and
showcase their skills, as well as promoting PlayStation's games and consoles to a wider
audience.
Overall, PlayStation's marketing strategy is heavily focused on promoting its high-quality,
exclusive products at a premium price, through a variety of retail outlets, and with a strong
emphasis on advertising, partnerships, and events. Additionally, the company's focus on the
esports scene and influencer marketing, as well as its presence on social media and trade shows,
allows it to reach a wide audience and generate buzz and excitement around new releases.
1.4 PlayStation Marketing Strategies
PlayStation's marketing strategy is focused on building brand awareness and driving sales
through a combination of product promotion, partnerships, and targeted advertising campaigns.

Product promotion:
PlayStation places a strong emphasis on promoting its high-quality, exclusive products,
including its line of video game consoles and exclusive game titles. The company heavily
markets its latest console, the PlayStation 5, highlighting its features and exclusive games
through TV commercials, print ads, and online ads. PlayStation also actively promotes its
exclusive game titles through trailers, gameplay videos, and other marketing materials, which
are shared through social media and other channels.
One of the recent Marketing Strategy PlayStation played:
The Reveal of PlayStation 5, Sony systematically recorded and delivered to all the audiences
in their ecosystem from beginning to end. Xbox frequently takes the lead in console reveals
where the host drones on about uninteresting topics.
This time, Sony successfully amplified the PS5 hype for months by generating as much talk
around the system launch as possible.
• The Free Bonus with PlayStation 5, The most popular PS4 game, "Grand Theft Auto
5," will have a PS5 version within the first five minutes of the presentation. The perk is
that if you purchase the PS5 at launch, "Grand Theft Auto 5" is yours absolutely free.
To keep the PS4 audience in the majority, this is a wise approach. It's also the first time
a high-end game has a console included for free at launch, which could lead to surges
once pre-orders go live. No gamer loves to lose out on freebies.
• Announced Two different versions, Sony widened the gap between those who favour
inserting a disc and those who believe it is out of date by announcing two versions.
Both sides have valid arguments for why their position is superior, and in the end, the
discussions add to the PS5's enduring loudness. Sony is quietly encouraging its
audience to choose the digital version because it will probably be less expensive. It's a
savvy business move because the entire PlayStation ecosystem will spend less on
distribution and hence keep more of the income.
• Kept the Price a Mystery, Sony withheld information on the PS5's price and release
date, which will spark endless debates. An excellent example of this is Bitcoin, where
the originator of the content is currently unknown and will remain so until they are
revealed. The PS5 release date and price content will also continue. Sony can use this
to keep the PS5 up to date on breaking news.
• Even though Xbox and PC fans dislike PlayStation, they couldn't resist creating their
own PS5 designs or posting pictures of things that the console will look like. As a result,
gaming websites selected such photos and promoted the PS5 more. All publicity, as
they say, is positive publicity. Without them knowing, Sony encouraged the fan bases
of its rivals to promote their product.
Partnerships:
PlayStation has built strong relationships with game developers and publishers, which allows
the company to secure exclusive content and partnerships. This includes games and DLC that
are only available on the PlayStation platform, which helps to increase the value of the platform
for consumers. Additionally, PlayStation also partners with other brands, companies, and
influencers to promote its products through collaborations, sponsorships, and other marketing
initiatives.
One of the Promotion that PlayStation does is PlayStation Partner Awards.
The PlayStation Partner Awards were established in 1994, the year that PlayStation was
introduced, to honour the vast range of successful games that have delighted the PlayStation
community and to celebrate the achievements of creators.

On December 2, 2022, the PlayStation Partner Awards 2022 Japan Asia (hence referred to as
the "PlayStation Partner Awards") ceremony was held to recognise the winners from the
PlayStation 5 and PlayStation 4 games that had achieved significant success during the
previous year.
Two games received the Grand Award from the PlayStation Partner Awards, five games
received the Partner Award, two games received the Special Award, and five games received
the Users' Choice Award.
Grand Award
Awarded to the top two games created in the Japan/Asia areas that had the highest global sales
between October 2021 and September 2022.
• Genshin Impact - HoYoverse
• Elden Ring - FromSoftware, Inc.
Partner Award
Awarded to games created in the Japan/Asia region that has the highest global sales rankings
between October 2021 and September 2022, with exceptionally outstanding achievements.
• Demon Slayer - Kimetsu no Yaiba- The Hinokami Chronicles – Aniplex Inc.
• Yu-Gi-Oh! Master Duel - Konami Digital Entertainment, Inc.
• Final Fantasy XIV - Square Enix Co. Ltd
• Mobile Suit Gundam Battle Operation 2 - Bandai Namco Entertainment Inc.
 • Resident Evil Village - Capcom Co., Ltd.
Special Award
Awarded to games created outside of Japan and Asia that sold the most copies in Japan and
Asia between October 2021 and September 2022.
• Apex Legends - Electronic Arts Inc.
• Gran Turismo 7 - Sony Interactive Entertainment

Users’ Choice Award

Awarded to the top 5 games in the Japan/Asia area with the longest total game play time, as
determined by user voting.
• Elden Ring - FromSoftware, Inc.
• Earth Defense Force 6 - D3PUBLISHER INC.
• Stray - Annapurna Interactive
• Stranger of Paradise Final Fantasy Origin - Square Enix
• Ghostwire: Tokyo - Bethesda Softworks

Award Winner Responses

Genshin Impact:
“We are honored to announce that Genshin Impact has won our second Grand Award at this
year’s PlayStation Partner Awards 2022 Japan Asia. PlayStation is our ideal platform for
enriching the content and deepening the immersion of open-world action RPG, and a partner
we can count on. In 2022, we have implemented the fourth of seven countries – Sumeru – and
added many more high-quality features, functions, and language support to the game. We look
forward to continuing to delight players from around the world and to attract more and more
new players to the world of Genshin Impact. This could not have been accomplished without
our team members, the gaming community, and our trusted friends for this achievement. We
would like to thank everyone involved.” (Jim Yang, President, Hoyoverse).
An open-world action role-playing game where players play the role of a "Traveler" on a quest
to locate the missing brother and learn about Tayvat's mysteries. Compatibility for cross-
platform on PS5, PS4, mobile, and PC.

Elden Ring:
“Thank you very much for the Grand Award and Users’ Choice Award. We could not be
happier, especially with the Users’ Choice Award, since it is the result of users’ votes. We will
continue to create more interesting games in the future, so we would be very happy if everyone
could look forward to them. Thank you again for today.” (Hidetaka Miyazaki, Director,
FromSoftware, Inc.)
An action role-playing game that investigates the uncharted and the dangerous in a true dark
fantasy setting. The Elden Ring is sought after in the Lands Between as players go on a quest
to battle Demigods. The game includes a large playing field, dramatic dungeon exploration,
the feeling of success after overcoming obstacles, adventures with a lot of freedom, and an
ensemble drama created by the characters. At the 2022 Japan Game Awards, the game received
the Grand Award.

Apex Legends:
“Wow! On behalf of the Apex Legends team, I would like to show our gratitude and
appreciation for the award. We are honored to be selected for the third year in a row, which is
a testament to how passionate and amazing the Apex community in Japan is. The enthusiasm
and support from Japanese players continue to inspire us to make Apex Legends the best game
it can be. Again, thank you so much.” (Steven Ferreira, Game Director, Respawn
Entertainment)
In this free-to-play hero shooter, legendary warriors assemble on the Frontier to compete for
wealth and glory.

Gran Turismo 7:
“Thank you for selecting Gran Turismo 7 for the Special Award. Gran Turismo is celebrating
its 25th anniversary. We would like to express our deepest gratitude to the media and retailers
who have supported the series, and above all, to the Gran Turismo fans and community who
have played the many games in the series. We hope you will continue to enjoy Gran Turismo
7 as it continues to evolve through updates.” (Kazunori Yamauchi, President, Polyphony
Digital)
the Gran Turismo 25th anniversary game. includes more than 420 vehicles that have been
faithfully recreated in the series' finest quality. Drive more than 90 distinct courses with
accurate weather and landscape. Additionally, there is the eagerly anticipated GT Mode, which
enables fans of the franchise to fully appreciate life with their preferred automobiles. While
buying, customising, and racing automobiles, players can take part in a number of events.

Stray:
“Hello everyone and from the bottom of my heart, thank you so much for choosing Stray to
win the Users’ Choice Award. We are so happy and proud to see so many people enjoying the
game! As a Cat Executive Officer, I would like to first thank all the talented members of our
team for their dedicated hard work and their profound passion. Stray is a work of love and it is
incredible for us all to see people from all around the world connect to it. I also would like to
especially thank the people at Annapurna Interactive for their unconditional support and crucial
help since the very beginning. Also thank you so much to our friends and families for always
being with us on this amazing journey. And of course I would like to thank all the players that
have played and enjoyed Stray and especially the cat owners who are good humans and will be
rewarded when we, cats, take control of the planet. Thank you so much everyone!”
(“Murtaugh” aka KUKU, CEO, BlueTwelve Studio)
A third-person cat adventure game called Stray was launched on July 19. A stray cat that is
lost, alone, and cut off from their family must solve an old mystery in order to leave a long-
forgotten cybercity and return home.

Ghostwire: Tokyo:
“I am so grateful for the prestigious Users’ Choice Award. Our goal for Ghostwire: Tokyo was
to create a memorable game that is also fun to play, and by receiving this award, I feel that we
have come close to that goal. I would like to thank everyone who played this game and
everyone who supported us. We at Tango Gameworks will continue to strive to create
memorable games in the future.” (Kenji Kimura, Director, Tango Gameworks)
Highly adaptable, three-dimensional, sandbox action-adventure game taking place in the
stunning but unsettling city of Tokyo, where everyone has mysteriously vanished as a result of
a widespread supernatural occurrence. The main character Akito and his spirit sidekick KK,
using the supernatural abilities they have acquired by uniting, must battle the enigmatic foes
known as Visitors, who have appeared with the disappearance of the people, as well as get
closer to the enigmatic Hannya-masked man who is the perpetrator of the incident.
Targeted advertising campaigns:
PlayStation's marketing campaigns are designed to target specific demographics and audiences.
For example, the company may launch campaigns that specifically target young adults or
families, or it may focus on promoting certain games or consoles to specific regions or
countries. Additionally, PlayStation also makes use of data analytics and consumer insights to
better understand its target audience and to develop more effective marketing campaigns.
There are many campaigns that PlayStation has done and some of them are,

• Marvel’s Spider-Man - Be Greater

(Self-doubt. Fear. Insecurity. These are Peter Parker's struggles, the challenges we all have
to face. And when we see someone who is just like us face them head-on and overcome
them, we all win. This tale is about going to your lowest point and then rising again. In
order to showcase that world, we contrast it with the darkness he encounters in this brand-
new story, the villains, the mayhem, and Peter's inner doubt, can he do this? Spider-Man
has always been brilliant, vibrant colours swinging across sun-drenched midtown. We see
and experience the fall, not just physically but emotionally as well, to represent this falling
and rising back up stronger. The commercial opens with an electrifying fall sequence in
which Spider-Man falls from a skyscraper and is confronted by the ghosts of his past
conflicts with gaming villains. Peter has been tested beyond belief; his body and mind are
on the verge of collapse, and his willpower is barely holding together. At this crucial
juncture, when everything appears to be at its darkest, he must dig deeper, be more
courageous, and be greater. Everything is changed by Peter Parker's Aunt May's six simple
words, "Peter, it's time to get up." With those words, a whirling downward spiral toward
the depths transforms into a strong vault skyward to face his demons and a rogue's gallery
of villains.)

In September 2018, a professional campaign called "Marvel's Spider-Man – Be Greater"

was released in the US. It was made for the PlayStation brand by the advertising firm
AKQA.
• Aim to Kill
Description-
(It has never been this positive to be at home playing video-games. Because at the same
time you are killing a monster in the game, you are killing COVID-19 in real life - by
simply staying home.)

In Sweden, the "Aim to Kill" student campaign was released in April 2020. It was
developed by the ad school Berghs School Of Communication for the PlayStation brand.
• All Parents Can Relate
Description
(In the "All Parents Can Relate" campaign from Sony Interactive Entertainment, a Kratos-
inspired Ben Stiller guides a group parent-child session featuring LeBron and Bronny
James, John and Ella Travolta, and his own son Quin. LeBron James and John Travolta are
trying to come to terms with their kids when we find ourselves in a study with a fire and a
God of War theme where Ben Stiller is listening intently. Even if a parent is the God of
War, it might be difficult to garner the respect of their children due to things like Quin's
whining, Ella insulting her dad in public, and Bronny preferring to play against his father
than with him.
The hardships all parents face as they strive to be better parents are shown in the God of
War Ragnarök commercial. We all need to defeat our demons, just like Kratos and Atreus
did. It doesn't matter if they're putting their child in jeopardy by drizzling salsa on their
loincloth or getting them ready for a legendary battle between Gods and heroes.)

In November 2022, the professional campaign "All Parents Can Relate" was released in the
United States. It was developed by the ad firm MOCEAN for the brands God of War
Ragnarök and PlayStation.
• The Edge - Play Has No Limits

In September 2020, this expert campaign with the tagline "The Edge - Play Has No Limits"
was released in the UK. It was developed by the marketing firm DDB for the PlayStation
brand.

• The Shot Caller

Description
(Sony Interactive Entertainment, in collaboration with global basketball video game NBA
2K23, is transporting fans from a suburban driveway to the center of a roaring NBA arena
in their latest PlayStation 5 campaign, ‘The Shot Caller’. The film ends with an energetic
NBA 2K23 gameplay with the message: ‘Feel the energy on PS5, Feel the contact on PS5,
Feel the moment on PS5’.)

In December 2022, the professional advertisement titled "The Shot Caller" was released in
the US. It was made for the PlayStation brand by the ad agency: adam&eveNYC.
• Play has no age, play has no limit
Description
(PlayStation has been part of our life for 26 years. Many of the generations who grew up
playing PS One today are parents and continue to play with the same passion. Play has no
age, play has no limits.)

In Argentina, this professional campaign with the slogan "Play has no age, play has no
limit" was released in December 2020. It was developed by the ad firm WILD Fi for the
PlayStation brand.

• They just wanna play

Description
(On their day, children receive beautiful gifts, but are they really what they hoped for? They
send us signs, we must learn to read them.)

They only want to play, a professional advertisement, was released in Argentina in August
2021. It was developed by the advertising firm WILD Fi for the PlayStation brand.
Social Media: PlayStation has a strong presence on social media, where it shares news and
updates about its upcoming games and consoles, as well as behind-the-scenes footage and other
engaging content. This allows the company to connect with its target audience, create buzz and
excitement around new releases, and receive feedback from customers. PlayStation also
actively engages with its community of fans through social media, which helps to build brand
loyalty and foster a sense of community among its customers.

According to UnMetric, PlayStation's fan base increased by 376% in just the previous five
years, gaining 12 million new fans between 2014 and 2019.

Senior Digital Marketing Specialist of Sony Computer Entertainment Slavomir Kochanski

about the interaction with followers
“First of all, you need to remember why your brand is on Twitter? We are there for people not
the other way around. Our fans look for ways of interaction with their favorite brand therefore
we need to perform like a human being. How to achieve it?
Respond immediately like in a face to face conversation: would you chat with a person that
decides to respond to your query after a week? Never hard-sell and never act pushy, we are
there to have a conversation, not to annoy followers with a newest “deal” - be cool and listen
them to.
You will see they will not forget you. Show off your wit, humor and charm - engage with top
newest topics, have your say, express yourself - no one wants to engage with a dull, boring
bureaucrat.” (Slavomir Kochanski Senior Digital Marketing Specialist of Sony Computer
Entertainment)
Events and Trade shows: PlayStation actively participates in trade shows and events such
as E3 to showcase its upcoming games and consoles to industry professionals and the public.
This allows the company to generate buzz and excitement around new releases, as well as
gather feedback from industry experts. Additionally, PlayStation also hosts its own events,
such as the PlayStation Experience, which provides fans with hands-on access to new games
and consoles, as well as the opportunity to meet developers and other industry professionals.
PlayStation host many events and shows some of them are like,
• PlayStation Tournaments: Evo Lounge live show

The livestream was on August 5 and 6 2022, and it included the biggest fights, player
interviews, developer guests, and more.

• State of Play

In this many different games were announced and upcoming things about PlayStation were
revelled.
Subscription-based services: PlayStation offers a subscription-based service, PlayStation
Plus, which provides access to online gaming and free monthly games. This service is well-
established and offers a good value for its subscribers, which helps to retain customers and
increase revenue. The company may also explore new subscription-based services or features
for existing services in the future to further increase revenue.
The Service have 3 categories to choose for membership,

And the prices are as follows,

PS Plus prices in India
• PS Plus Essential price
1 month - Rs 499
3 months - Rs 1,199
12 months - Rs 2,999
• PS Plus Extra price
1 month - Rs 749
3 months - Rs 1,999
12 months - Rs 4,999
• PS Plus Deluxe price
1 month - Rs 849
3 months - Rs 2,299
12 months - Rs 5,749
1.5 Xbox

• About Xbox
Xbox is a brand of video game consoles and accessories developed and manufactured by
Microsoft. The brand was first introduced in 2001 with the release of the original Xbox console.
Since then, Xbox has released several successful consoles, including the Xbox 360, Xbox One,
and Xbox Series X/S.
Xbox consoles are known for their powerful hardware and capabilities for gaming, streaming,
and entertainment. Xbox consoles also feature a variety of exclusive games, such as Halo,
Gears of War, and Forza Motorsport, which are known for their fast-paced action and
multiplayer focus. The Xbox also features a subscription service called Xbox Game Pass,
which gives players access to a wide variety of games for a monthly fee, including a selection
of first-party games, Xbox Live Gold, and the EA Play service.
In addition to consoles, Xbox also offers a wide range of accessories and services, such as the
Xbox controller, the Xbox Elite Wireless Controller, and the Xbox Live online gaming service.
Xbox Live allows players to play games online with friends, as well as access to streaming
services like Netflix, Hulu, and more.
The Xbox brand is also known for its strong marketing and advertising efforts, and has had
several high-profile console releases over the years, each with its own marketing campaigns
and promotional events. The company also has sponsorship deals with major events and
organizations, such as esports tournaments and gaming conventions.
Overall, Xbox is a well-known and respected brand in the video game industry, known for its
powerful hardware, exclusive games, and subscription services.

• History of Xbox
The history of Xbox can be traced back to the late 1990s, when Microsoft, a leading technology
company, began to explore the idea of entering the video game market. At the time, Sony and
Nintendo were the dominant players in the market, but Microsoft saw an opportunity to create
a new type of gaming console that would appeal to a wider audience.
In 1999, Microsoft officially announced the development of the Xbox, its first gaming console.
The console was developed under the codename "DirectXbox" and was led by Seamus
Blackley, a game developer and Microsoft employee. The Xbox project was headed by Robbie
Bach, Senior VP of the Entertainment and Devices Division at Microsoft, who would later
become the President of the division.
The first Xbox console, simply called the Xbox, was released in November 2001 in North
America, and in March 2002 in Europe. The console was developed and manufactured by
Microsoft, and was the first console to be developed by the company. The original Xbox was
designed to be a powerful gaming console that could compete with Sony's PlayStation 2 and
Nintendo's GameCube. It featured a 733 MHz Intel Pentium III processor, 64 MB of memory,
and a built-in hard drive for game saves and downloaded content. The console also featured a
built-in Ethernet port for online gaming and an 8 GB hard drive which was a first for a console
at the time.
The original Xbox was a modest success, selling over 24 million units worldwide. However, it
was not able to match the sales of its competitors, the PlayStation 2 and the GameCube. Despite
this, the Xbox was able to establish a strong following among players, thanks to its powerful
hardware and a strong lineup of exclusive games, such as Halo: Combat Evolved, which was a
major success and helped establish the Xbox brand.
In 2005, Microsoft released the Xbox 360, which was a significant improvement over its
predecessor. The Xbox 360 featured a 3.2 GHz PowerPC Tri-Core Xenon processor, 512 MB
of memory, and a built-in hard drive. The console also had a built-in Wi-Fi, and a built-in
Ethernet port for online gaming. The Xbox 360 was a major success, selling over 84 million
units worldwide. The console was also able to establish a strong following among players,
thanks to its powerful hardware, improved online services and a strong lineup of exclusive
games, such as Halo 3, Gears of War and Forza Motorsport.
In 2010, Microsoft released Kinect, an add-on accessory for the Xbox 360 that allowed players
to control games using their bodies. Kinect was well-received by critics and players, and sold
over 35 million units worldwide. It was a revolutionary technology that allowed players to
control games with their bodies, a feature that was not available on any other console at the
time.
In 2013, Microsoft released the Xbox One, which was designed to be a more powerful and
more efficient than the Xbox 360. The Xbox One featured an 8-core AMD "Jaguar" CPU, and
a 1.32 teraflops AMD Radeon-based graphics engine. The console also had a built-in hard
drive, and a built-in Ethernet port for online gaming. The Xbox One also featured a built-in TV
tuner, allowing players to watch live TV while gaming. The Xbox One was not as successful
as the Xbox 360, but still sold over 46 million units worldwide.
In 2016, Microsoft released the Xbox One S, which was a slimmer and more powerful version
of the Xbox One. The Xbox One S featured a 2.3 GHz 8-core AMD "Jaguar" CPU, and a 1.4
teraflops AMD Radeon-based graphics engine.
In November 10, 2020, Xbox Series X and Xbox Series S were introduced. Along with the
PlayStation 5, which was also introduced that month, both are regarded as part of the ninth
generation of video game systems. All games created for this model family are playable on
both the Xbox Series X and Series S, which are high- and low-end versions corresponding to
the Xbox One X and Xbox One S models, respectively.
How it all Started

Xbox
The first Xbox went on sale in North America on November 15, 2001, Japan on February 22,
2002, and Australia and Europe on March 14, 2002. Microsoft had just entered the market for
game consoles. The Xbox competed in the sixth generation of video game consoles alongside
Nintendo's GameCube, Sega's Dreamcast, and Sony's PlayStation 2 (which ended American
sales before the Xbox went on sale). After the Atari Jaguar sales ceased in 1996, an American
business first released a console with the Xbox. The acronym DirectX Box, which alludes to
Microsoft's DirectX graphics API, served as the basis for the moniker Xbox.
Players may play online games with or without a broadband connection thanks to the integrated
Xbox Live service, which was introduced in November 2002. It first competed with the online
service of the Dreamcast, but later mostly with that of the PlayStation 2. Xbox Live was a
success because it had better servers, features like a buddy list, and landmark games like Halo
2, which was released in November 2004 and became the bestselling Xbox video game and by
far the most popular online game for the original Xbox system, even though the two competing
services were free and Xbox Live required a subscription as well as a broadband-only
connection, which wasn't fully adopted yet.

Xbox 360
As part of the seventh generation of video game consoles, the Xbox 360 was released as the
replacement for the original Xbox in November 2005, going up against Sony's PlayStation 3
and Nintendo's Wii. 84 million Xbox 360 consoles had been sold globally as of June 2014. On
May 12, 2005, the Xbox 360 made its official debut on MTV; later that month, at the Electronic
Entertainment Expo, specific launch and game information was made available (E3). In every
market outside Japan, the system was entirely sold out within hours of going on sale. Over the
course of its existence, the Xbox 360's base model was available in a number of retail variants
with variable internal storage and RAM capacities.
Later updates added the ability to buy and stream music, television shows, and films through
the Xbox Music and Xbox Video services, along with access to third-party content services
through third-party media streaming applications. The Xbox 360 also demonstrated an
expanded Xbox Live service (which now included a limited "Free" tier called Silver), the
capacity to stream multimedia content from PCs, and the ability to stream content from PCs.
Additionally, Microsoft unveiled Kinect, a motion-control device for the Xbox 360 that makes
use of a sophisticated sensor network.
After its initial release, the Xbox 360 saw two significant updates. The Xbox 360 S, or "Slim,"
was released in 2010 and has the same basic hardware as the original Xbox 360, but with a
sleeker body and a smaller 250 GB hard drive. Additionally, it included integrated 802.11 b/g/n
Wi-Fi, TOSLINK S/PDIF optical audio output, five USB 2.0 ports (instead of the prior model's
three), and a unique socket for the Kinect accessory. The Xbox 360 S replaced the original
Xbox 360 model, which was withdrawn from sale, and was priced similarly.

Xbox One
The Xbox One, which replaced the Xbox 360, was made available in North America on
November 22, 2013. As a member of the eighth generation of video game consoles, the Xbox
One competes against Sony's PlayStation 4 and Nintendo's Wii U and Switch.
The Xbox One, released on May 21, 2013, focuses on internet-based features, such as the
capacity to record and stream gameplay and the ability to integrate with a set-top box in order
to watch cable or satellite TV through the console with an improved guide interface and voice
control powered by Kinect.
While Microsoft boasted that users would be able to access their library of games (regardless
of whether they were purchased physically or digitally) on any Xbox One console without the
need for their discs and that they could share their entire library with up to 10 designated
"family" members, all games would need to be linked to the user's Xbox Live account and
would be subject to the Xbox One's original digital rights management and privacy policies.
Microsoft indicated that these limitations would be lifted in response to an overwhelming
negative reaction from critics and users (who also expressed concern that the system could
block or hamper the resale of used games). Microsoft was attacked for making the Xbox One
dependent on the new Kinect peripheral, which privacy activists and opponents said could be
used as a spying tool. Microsoft opted to let the system operate without Kinect as a sign of its
dedication to customer privacy.
Microsoft unveiled the Xbox One S at E3 2016 on June 13, 2016, and it supported 4K video
(including streaming and Ultra HD Blu-ray) and HDR. It also had a smaller form factor.
Microsoft revealed the Xbox One X at E3 2017, a high-end device with upgraded hardware
that makes it easier to play games in 4K quality.
Microsoft has said it won't reveal sales figures for the Xbox One line since November 2014.
According to industry predictions, the Xbox One family will sell roughly 51 million systems
worldwide. Phil Spencer, the head of Xbox, stated that although the company tracks sales data
internally, it has decided not to publish future sales of Xbox hardware because it does not want
its creators to be preoccupied with it and negatively impact their products.

Xbox Series X and Series S

The Xbox Series X and Xbox Series S, which debuted on November 10, 2020, are part of the
fourth generation of Xbox models, which is simply referred to as Xbox. Along with the
PlayStation 5, which was also introduced that month, both are regarded as part of the ninth
generation of video game systems.
All games created for this model family are playable on both the Xbox Series X and Series S,
which are high- and low-end versions corresponding to the Xbox One X and Xbox One S
models, respectively. With an aim of 4K resolution at 60 frames per second and support for 8K
resolution and up to 120 frames per second rendering, the Xbox Series X is predicted to be four
times as powerful as the Xbox One X.
The Xbox Series S is a digital-only device with a lower graphics processing speed, although it
can still render at a nominal 1440p resolution at 60 frames per second with support for 4K
upscaling. The new Xbox Velocity Architecture, which collaborates with the internal SSD
drive to maximise the pace of texture streaming to the graphics engine, as well as support for
real-time ray-tracing are just a few of the capabilities that are available on both consoles. In
addition to games for this new console family, both consoles are fully compatible with all Xbox
One games, the majority of Xbox One hardware, and all backward-compatible titles that could
be played on the Xbox One from the Xbox 360 and the original Xbox platform.
Microsoft revealed its Smart Delivery system, which most of its first-party games and a few
third-party games will use to provide free updates from Xbox One versions of games to Xbox
Series X/S versions over the course of the first few years after the consoles' release, in order to
aid consumers in the transition.

❖ Xbox: The Future

The future of Xbox is likely to be shaped by a number of factors, including the continued
growth of the video game market, advancements in technology, and the evolving preferences
of gamers. Here are a few potential developments we could see in the future of Xbox:
• More powerful hardware: With the release of the Xbox Series X and Series S, Microsoft
has already set a new standard for console hardware. It's likely that future Xbox
consoles will continue to push the boundaries of what is possible in terms of graphics
and performance.
• More interaction with other devices: With the increasing popularity of smart home
devices and the Internet of Things (IoT), we may see Xbox consoles becoming more
integrated with other devices in the home. This could include the ability to control smart
home devices using the Xbox controller, or using the console as a hub for controlling
other devices in the home.
• Virtual Reality: Xbox may explore virtual reality as a new way to play games and
experience new worlds. This could include the development of a VR headset or the
integration of VR technology into future Xbox consoles.
• Streaming: Streaming services such as Google Stadia and Nvidia GeForce Now have
been gaining popularity, and Xbox is likely to continue to develop its own streaming
services in order to stay competitive. This could include a cloud gaming service, which
would allow players to play games on any device without the need for a console.
• 5G: As 5G networks become more widely available, we may see a shift towards cloud
gaming and streaming services, which would allow players to play high-quality games
on any device with a stable internet connection.
• Exclusive games: Xbox has always been known for its strong lineup of exclusive
games, and this is likely to continue in the future. Xbox Game Studios has been
investing in the development of new and existing franchises, and we can expect to see
more high-quality exclusive games in the future.
• More Services: As the gaming industry continues to evolve, Xbox will likely continue
to develop and expand its services, such as Xbox Game Pass, Xbox Live Gold and Xbox
Game Streaming to meet the needs of players. This could include new subscription
services or expanded features for existing services.
• Greater focus on sustainability: In recent years, Microsoft has been working to reduce
its environmental impact, and this is likely to continue in the future. The company has
already announced that it plans to make the Xbox Series X more energy-efficient and
has committed to reducing its greenhouse gas emissions.
• Increased personalization: With the rise of big data and machine learning, Xbox may
be able to offer more personalized and tailored experiences to players. This could
include personalized game recommendations, tailored difficulty settings, and more.
• Multiplayer and social features: The popularity of multiplayer and social features in
games is on the rise, and we may see Xbox continuing to invest in these areas in the
future. This could include new social features, such as the ability to easily connect with
friends and play games together, or new multiplayer modes and experiences.
• Augmented Reality: Alongside virtual reality, augmented reality technology is also
growing, and Xbox may explore this area in the future. This could include new games
and experiences that blend virtual and real-world elements, or the ability to use the
console's camera to enhance the gaming experience.
• Expansion into new markets: As the gaming market continues to grow, Xbox may
explore new markets, such as developing countries or emerging economies. This could
include new partnerships and collaborations, or the release of cheaper, more accessible
consoles to reach a wider audience.
• Xbox Game Pass: Xbox Game Pass is already a popular service, and it's likely that
Microsoft will continue to expand and improve it in the future. This could include more
games added to the library, more options for subscription, or new features that enhance
the gaming experience.
Overall, the future of Xbox is full of possibilities and opportunities. With advancements in
technology, changes in consumer preferences, and the continued growth of the video game
market, Xbox will have to continue to innovate and adapt in order to stay relevant and meet
the needs of its players.
 ❖ SWOT Analysis
A SWOT analysis is a tool used to evaluate a company's strengths, weaknesses, opportunities,
and threats.

SWOT analysis of Xbox:

Strengths:
• Strong brand recognition and reputation: Xbox is a well-established brand that is
recognized and respected by consumers and industry professionals alike. This
reputation has been built over many years of producing high-quality gaming consoles
and exclusive games.
• A wide range of exclusive games and franchises: Xbox has a strong portfolio of
exclusive games and franchises that are only available on its platform. These games,
such as Halo, Gears of War, and Forza Motorsport, are known for their high production
values, engaging storylines, and innovative gameplay mechanics. This gives Xbox a
competitive edge over other consoles and helps to attract and retain customers.
• Strong partnerships with game developers and publishers: Xbox has built strong
relationships with game developers and publishers, which allows it to secure exclusive
content and partnerships. This includes games and DLC that are only available on the
Xbox platform, which helps to increase the value of the platform for consumers.
• A loyal customer base: Xbox has a dedicated customer base that is loyal to the brand.
These customers are more likely to purchase new consoles and games from Xbox,
which helps to ensure a steady revenue stream for the company.
• A well-established online gaming service: Xbox Live, the company's online gaming
service, offers a wide range of features, including online multiplayer, free monthly
games, and exclusive discounts. This service is well-established and offers a good value
for its subscribers, which helps to retain customers and increase revenue.
• Strong presence in the streaming and subscription services: Xbox Game Pass, a
subscription-based service, offers a library of games available for download or
streaming, providing a wide variety of options for customers and an additional revenue
stream for the company.

Weaknesses:
• High price point for consoles and accessories: Xbox's consoles and accessories are
generally priced at a premium compared to other consoles in the market. This may make
it more difficult for the company to attract price-sensitive customers.
• Limited backwards compatibility with older games: Xbox's consoles have limited
backwards compatibility with older games, which means that some customers may have
to repurchase games they already own in order to play them on newer consoles.
 • Limited cross-platform play with other consoles: Xbox's consoles have limited cross-
platform play with other consoles, which may make it less appealing to customers who
want to play games with friends on other platforms.
• Relatively short lifespan of consoles compared to competitors: Xbox's consoles have a
relatively short lifespan compared to competitors, which means that customers may
have to purchase new consoles more frequently.
• Limited support for non-gaming applications such as streaming services: Xbox's
consoles have limited support for non-gaming applications such as streaming services,
which may make it less appealing to customers who want to use their console for more
than just gaming.

Opportunities:
• The continued growth of the video game market: The video game market is expected
to continue to grow in the coming years, which presents an opportunity for Xbox to
increase its market share and revenue. As more people turn to gaming as a form of
entertainment, Xbox's products and services will become increasingly in demand.
• The potential for 5G and cloud gaming to expand the reach of the console: The
emergence of 5G and cloud gaming technology presents an opportunity for Xbox to
expand the reach of its console. With faster internet speeds and more powerful cloud
servers, Xbox could potentially stream games to customers in areas where it doesn't
have a physical presence, making its products available to more people.
• Virtual and augmented reality gaming: Virtual and augmented reality technology is
advancing rapidly, and Xbox may explore this area in the future. This could include
new games and experiences that blend virtual and real-world elements, or the ability to
use the console's camera to enhance the gaming experience.
• Expansion into new markets: As the gaming market continues to grow, Xbox may
explore new markets, such as developing countries or emerging economies. This could
include new partnerships and collaborations, or the release of cheaper, more accessible
consoles to reach a wider audience.
• Development of new subscription-based services or features for existing services: Xbox
could explore new subscription-based services or features for existing services, such as
Xbox Game Pass. This could include more games added to the library, more options
for subscription, or new features that enhance the gaming experience.
• Development of more non-gaming applications: Xbox can explore the integration of
more non-gaming applications to their console such as streaming services, media
players and more which can attract more customers to the platform.
Threats:
• Intense competition from other consoles such as PlayStation and Nintendo Switch:
Xbox faces intense competition from other consoles, such as PlayStation and Nintendo
Switch. These consoles offer their own exclusive games and features, which may attract
customers away from Xbox.
• The increasing popularity of mobile gaming: The increasing popularity of mobile
gaming presents a threat to Xbox, as more people may choose to play games on their
smartphones and tablets instead of on a console.
• The rise of streaming services such as Google Stadia and Nvidia GeForce Now:
Streaming services like Google Stadia and Nvidia GeForce Now allow customers to
stream games to their devices without the need for a console. This could potentially
make Xbox's products less appealing to customers.
• The potential for new technologies such as virtual and augmented reality to disrupt the
traditional console market: Virtual and augmented reality technology could potentially
disrupt the traditional console market, as more people may choose to play games in
these immersive environments instead of on a console.
• Economic downturns or market saturation could decrease demand for consoles:
Economic downturns or market saturation could decrease demand for consoles, as
consumers may be less likely to spend money on expensive gaming hardware during
economic downturns. Additionally, as the market becomes increasingly saturated, it
could be more difficult for Xbox to attract new customers and maintain its market share.
• Cybersecurity risks: Xbox has to be aware of the potential risks that comes with the
online gaming. Xbox Live has been hacked in the past, which resulted in the data of
millions of users being compromised. The company has to make sure to have a strong
cybersecurity infrastructure in place to prevent similar breaches in the future and to
avoid losing customer trust.
• Dependence on third-party developers: Xbox's success heavily relies on the quality and
quantity of games developed by third-party developers. If the number of games
developed by third-party developers decreases, Xbox may have to rely on its own
exclusive games, which could limit the variety of games available on the platform.
Overall, while Xbox has a strong reputation and brand recognition, a wide range of
exclusive games and franchises and a well-established online gaming service, it also has
some weaknesses such as a high price point, limited backwards compatibility and limited
cross-platform play. But it has opportunities to expand in the future through the growth of
the video game market, the development of new technologies such as 5G and cloud gaming,
the expansion into new markets and a focus on new technologies such as artificial
intelligence and blockchain, esports and accessibility, sustainability and digital distribution.
 ❖ The 4Ps of Xbox
The 4 Ps of marketing, also known as the marketing mix, are product, price, place, and
promotion. These elements are crucial to a company's overall marketing strategy.

Product: Xbox's main product is its line of video game consoles, including the Xbox Series X,
Xbox Series S, and the Xbox One. The company also offers a wide range of exclusive games
and franchises, such as Halo, Gears of War, and Forza Motorsport, as well as a variety of
accessories, such as controllers and charging docks. Xbox's products are known for their high-
quality and innovative features, which sets them apart from their competitors.

Price: Xbox's consoles and games are generally priced at a premium, with the Xbox Series X
retailing for $499. Exclusive games often carry a higher price point than non-exclusive games.
Xbox also offers a subscription service, Xbox Game Pass, that provides access to a wide range
of games for a monthly fee.

Place: Xbox's products are widely available in most countries worldwide through various retail
channels, such as electronic stores, department stores, and online retailers. Xbox also has its
own online store, where customers can purchase consoles, games, and accessories directly from
the company. Additionally, Xbox also offers online streaming and download services, which
allows customers to purchase and play games directly on their console without the need for
physical media.

Promotion: Xbox places a strong emphasis on promoting its high-quality, exclusive products
through a variety of channels, including social media, events, trade shows, and targeted
advertising campaigns. The company heavily markets its latest console, the Xbox Series X,
highlighting its features and exclusive games through TV commercials, print ads, and online
ads. Xbox also actively promotes its exclusive game titles through trailers, gameplay videos,
and other marketing materials, which are shared through social media and other channels.
In addition to these, Xbox also partners with other brands, companies, and influencers to
promote its products through collaborations, sponsorships, and other marketing initiatives.
Xbox's marketing campaigns are designed to target specific demographics and audiences, and
the company also makes use of data analytics and consumer insights to better understand its
target audience and to develop more effective marketing campaigns.
Xbox also actively participates in trade shows and events such as E3 to showcase its upcoming
games and consoles to industry professionals and the public. These events allow the company
to create buzz and excitement around new releases, and to receive feedback from customers.
Xbox also has a strong presence on social media, where it shares news and updates about its
upcoming games and consoles, as well as behind-the-scenes footage and other engaging
content. This allows the company to connect with its target audience and to build brand loyalty
and a sense of community among its customers.
Xbox also offers various promotions, such as discounts, bundle deals, and limited-time offers
to attract customers and increase sales. Additionally, the company also offers a loyalty program
for its customers, where they can earn rewards and benefits for purchasing Xbox products and
services.
In terms of digital marketing, Xbox also uses search engine optimization (SEO) and pay-per-
click (PPC) advertising to increase visibility and drive traffic to its website. Xbox also uses
email marketing to inform customers of new releases, promotions, and other company updates.
In conclusion, Xbox's marketing strategy is heavily focused on promoting its high-quality,
exclusive products through a variety of channels, such as social media, events, trade shows,
and targeted advertising campaigns. Xbox also focuses on targeting specific demographics and
audiences, and makes use of data analytics and consumer insights to develop more effective
marketing campaigns. The company also offers a wide range of promotions, collaborations,
and loyalty programs to attract customers and increase sales.
1.6 Xbox Marketing Strategies
The marketing strategy of Xbox is heavily focused on promoting its high-quality, exclusive
products through a variety of channels to reach its target audience. Xbox's main product is its
line of video game consoles, including the Xbox Series X, Xbox Series S, and the Xbox One.

Product Promotion: Xbox's product promotion strategy is focused on promoting its exclusive
games and franchises, as well as its line of video game consoles. The company heavily
promotes its latest console, the Xbox Series X, through various forms of advertising, such as
TV commercials, print ads, and online ads.
Xbox also offers various promotions, such as discounts, bundle deals, and limited-time offers
to attract customers and increase sales. Additionally, the company also offers a loyalty program
for its customers, where they can earn rewards and benefits for purchasing Xbox products and
services.
In addition to these, Xbox also partners with other brands, companies, and influencers to
promote its products through collaborations, sponsorships, and other marketing initiatives. This
helps to increase brand awareness and drive sales of its products and services, while also
building strong relationships with industry partners.
Xbox also places a strong emphasis on customer service, providing support and assistance to
customers through its website, social media channels, and customer service centres. This helps
to ensure customer satisfaction and loyalty, and to build trust and credibility for the Xbox
brand.
Partnerships:
Xbox has a variety of partnerships in place to promote its products and services. Some of the
key partnerships that Xbox has established include:

Game Developers: Xbox partners with game developers to promote and distribute their games
on the Xbox platform. This includes partnerships with well-known game developers such as
EA Sports, Ubisoft, and Activision.

Streaming Services: Xbox has partnerships with streaming services such as Netflix, Hulu, and
Amazon Prime Video to provide customers with access to a wide range of content.

Hardware Partners: Xbox partners with hardware manufacturers such as Samsung, LG, and
Vizio to provide customers with a high-quality gaming experience on their television sets.

Sports Teams and Leagues: Xbox partners with sports teams and leagues such as the NFL,
NBA, and FIFA to provide customers with exclusive content and experiences.
Influencers: Xbox partners with popular influencers and content creators to promote its games
and consoles through social media and other channels.
These partnerships help Xbox to expand its reach and appeal to a wider audience, and to
provide customers with a more comprehensive and enjoyable gaming experience. Xbox also
partners with other brands, companies, and influencers to promote its products through
collaborations, sponsorships, and other marketing initiatives. This helps to increase brand
awareness and drive sales of its products and services, while also building strong relationships
with industry partners.

Campaigns:
Xbox has launched a variety of marketing campaigns over the years to promote its products
and services. Xbox uses targeted advertising campaigns to reach specific audiences and
promote its products and services.
Demographic targeting where, Xbox targets its advertising campaigns to specific
demographics, such as age, gender, and location. For example, Xbox may target its advertising
to young males in urban areas who are more likely to be interested in its gaming products and
services.
Behavioural targeting where, Xbox targets its advertising campaigns to individuals based on
their online behaviour and interests. For example, Xbox may target individuals who have
previously searched for information about gaming consoles or visited gaming-related websites.
Contextual targeting where, Xbox targets its advertising campaigns to individuals based on the
content they are viewing. For example, Xbox may target its advertising to individuals who are
currently viewing a gaming-related website or watching a gaming-related video on YouTube.
Retargeting where, Xbox uses retargeting to target individuals who have previously interacted
with its products or services, such as visiting its website or viewing its ads. This allows Xbox
to remind these individuals of its products and services and encourage them to make a purchase.
Influencer targeting where, Xbox targets its advertising campaigns to individuals who are
influencers in the gaming community. It partners with popular influencers and content creators
to create sponsored content that highlights the features and capabilities of its products, and
reach a wider audience.
Xbox uses a variety of targeted advertising campaigns to reach specific audiences and promote
its products and services. These campaigns are designed to increase brand awareness and drive
sales by reaching individuals who are most likely to be interested in Xbox's products and
services.
Some of the Example of Xbox Campaigns are:
• Halo Infinite Invites You to Become a Hero
Description
“Halo Infinite is the latest installment of the blockbuster Halo franchise and is a sci-fi
action/adventure game developed by 343 Studios for the Xbox Series X|S,, Xbox One, and
PC. The game is considered a “spiritual reboot” and signals the return of the iconic hero
the Master Chief. Recently, the heroes we love to watch in pop culture seem a lot like us:
they’re brooding anti-heroes mired down by self-doubt and personal demons. But in a time
where we love to bring heroes down to our level, the Master Chief remains an ideal. He’s
the hero we all wish we could become. And unlike those other heroes, we can. All we have
to do is pick up the controller.”

In November 2021, a professional advertisement with the slogan "Halo Infinite Invites You
to Become a Hero" was released in the US. It was developed by the advertising firm
McCann Worldgroup for the Xbox brand.

• Us Dreamers

In October 2020, this expert campaign with the title "Us Dreamers" was released in the US.
It was developed by the advertising firm McCann for the Xbox brand.
• Beyond Generations
Description
“Loneliness among the elderly is on the rise, with a million older people going over a month
without speaking to anyone, according to Age UK. And during Covid-19, that sense of
isolation has worsened. Yet the virtual worlds of gaming have become places where gamers
can build and maintain real-world relationships ‘Beyond Generations’, an initiative by
Xbox and McCann London, is aimed at bridging that generational divide in families, by
showing elderly people the relationship-building potential of today’s games, and by getting
younger people to start gaming and connecting with the older people in their lives. The
‘Beyond Generations’ platform launches with two filmed experiments, airing on Xbox’s
YouTube and Twitter channels, each following the story of a different real family. ‘Mary
& Jason’ tells the story of Jason and his great-aunt, who live far apart and have never really
known each other. ‘Howard & Dhillon’, meanwhile, focuses on a grandfather and grandson
who used to be close, but who’ve drifted apart as they both grew older. The experiments
document how going on virtual road trips together in Forza or sailing on virtual ships
together in Sea of Thieves, things that are no longer possible for them to do in real life,
become an ice-breaker for opening up to each other about their lives and forming a deeper
relationship, something sorely missing from ordinary video calls. Beyond the films, Xbox’s
broader mission is to encourage families dealing with loneliness to begin connecting more
through gaming. Recognising that most elderly people don’t have a console, while younger
people often have an old console gathering dust, Xbox is introducing a ‘ReBoxing’
initiative – a subversion of the category trend of unboxing videos. The ReBoxing initiative
is a project to empower gamers, who might have recently upgraded to a new console, to
gift their old console to an elderly person in their life – the first step in starting to connect
with each other. The ReBoxing Kit, downloadable from the campaign website includes
simple tools that people can use if they wish to box up their old console and send it to an
older family member. This includes gifting messaging cards, a “What’s in the Box”
checklist, as well as simple product tags that will make it easy for older family members to
understand what each item does and how they fit together, as soon as they open the box.
To help ignite this spark of connection within families, Xbox has partnered with multiple
charities around the globe dedicated to supporting the needs of older people. In the UK,
Xbox will support Age UK, and their work internationally through Age International.”
In February 2021, the professional advertisement "Beyond Generations" was released in
the United Kingdom. It was developed by the ad firm McCann for the companies Microsoft
and Xbox.

• Reforestation
Description
“Reforestation connects gamers to drone companies in the real world, allowing them to
control drones from their homes. These drones also shoot seed pellets from the sky, giving
gamers a thrilling way to plant millions of trees every year.”

In May 2021, the United States published this student initiative with the title
"Reforestation." It was made by Miami Ad School, an advertising agency, for the Xbox
brand.

• Unlock playfulness
Description
In 2023, OREO is partnering with Xbox to create an unmissable activation that will unlock
playfulness in real life. Saatchi & Saatchi is leading the creative work that will be launched
across more than 20 European countries. The world’s number one cookie, OREO, and
international gaming giant, Xbox, are on a mission, putting the cookies at the heart of the
campaign by leveraging something that has been part of the gaming world for a long time:
cheat codes. Cheat codes allow players to unlock special features or abilities in the game
that are not available through standard play. For the first time in Europe, OREO is
launching 6 different embossments inspired by the Xbox controller. Consumers will be able
to create combinations with the OREO Xbox Special Edition cookies and unlock amazing
prizes on the official website. The possibilities are endless - players could use cookies to
unlock a custom Xbox Series S Console designed to look like an OREO cookie being
dunked into milk, Xbox Game Pass Ultimate subscriptions, Xbox Stereo Headsets, or
exclusive OREO-themed in-game content.
 A “Valiant Corsair” Sail Set for Sea of Thieves.
A “Parade Ground” Armour Coating for Halo Infinite.
A “2009 Pagani Zonda Cinque Roadster ‘Oreo Edition’“ for Forza Horizon 5.
As gaming is becoming extremely popular nowadays, both brands are stepping-up by
bringing their perfectly matching DNA to the table, creating playful moments for
millennials, gamers and customers alike.

In January 2023, a professional campaign with the slogan "Unlock playfulness" was
released in Germany. It was made by the advertising firm Saatchi & Saatchi for the brands
Oreo and Xbox.

Social Media:
Xbox utilizes social media as a key component of its marketing strategy. The company has an
active presence on various social media platforms such as Twitter, Facebook, Instagram and
YouTube, where it shares news and updates about its upcoming games and consoles, as well
as behind-the-scenes footage and other engaging content.
On Twitter, Xbox uses a mix of text and image-based tweets to share news about upcoming
games, console updates and promotions. The company also uses Twitter to engage with its
customers by responding to their queries and comments.
On Facebook, Xbox has a dedicated page for its latest console, the Xbox Series X, where it
shares updates on new games, features, and promotions. The company also uses the platform
to share behind-the-scenes footage and other interesting content related to its games and
consoles.
On Instagram, Xbox uses a mix of images and videos to promote its games, console and
services. The company also uses Instagram to share behind-the-scenes footage and other
interesting content related to its games and consoles.
On YouTube, Xbox has a dedicated channel that features trailers, gameplay videos, and other
promotional content for its games and consoles. The company also uses the platform to share
behind-the-scenes footage and other interesting content related to its games and consoles.
Xbox also utilizes social media influencers and content creators to promote its games and
consoles. The company partners with popular influencers and content creators to create
sponsored content that highlights the features and capabilities of its products.
Xbox uses social media to promote its products and services, engage with its customers, and
build a strong relationship with its community of fans. The company utilizes various social
media platforms to share news, updates, and interesting content related to its games and
consoles, and to engage with its customers and community.

Events and Trade shows:

Xbox actively participates in events and trade shows such as E3 (Electronic Entertainment
Expo) to showcase its upcoming games and consoles to industry professionals and the public.
These events allow the company to create buzz and excitement around new releases, and to
receive feedback from customers.
E3 is one of the biggest events in the gaming industry, where Xbox showcases its upcoming
games and consoles, announce new features and partnerships. The event also provides a
platform for Xbox to showcase its latest technology and innovations to the gaming community.

In addition to E3, Xbox also participates in other gaming-related events such as Gamescom,
PAX, and other regional gaming conventions. These events provide Xbox with an opportunity
to connect with its target audience, showcase its products and services, and gather feedback
from customers.
In these events, Xbox often holds press conferences, where they announce new games and
hardware, and showcase demos of upcoming titles. Xbox also sets up booths where attendees
can play demos of the new games and hardware.
Xbox also hosts its own events, such as the Xbox FanFest, to bring together a community of
fans to play and experience new games, and meet with developers and industry leaders. These
events provide a platform for Xbox to connect with its target audience and gather feedback on
its products and services.
Xbox actively participates in events and trade shows to showcase its upcoming games and
consoles, announce new features and partnerships, and gather feedback from customers. The
company uses these events as a platform to connect with its target audience and build a strong
relationship with its community of fans.

Subscription-based services:
Xbox offers a variety of subscription-based services to its customers, including Xbox Game
Pass and Xbox Live Gold.
Xbox Game Pass is a subscription service that gives customers access to a library of games for
a monthly fee. The service includes a wide variety of games, including exclusive titles, first-
party titles, and third-party titles, across Xbox consoles and PC. Subscribers can download and
play the games as long as they are subscribed to the service.Xbox Live Gold is a subscription
service that provides customers with access to online multiplayer gaming, free games, and other
features. Xbox Live Gold members can play their favourite games online with friends, get free
games each month, and receive discounts on select games and add-ons in the Xbox Store.
Both services are designed to enhance the gaming experience for Xbox customers and provide
them with value-added features and benefits. Xbox Game Pass and Xbox Live Gold are
promoted through various channels such as TV commercials, online ads, and social media
posts. The company also offers a free trial to allow customers to test the service before
subscribing. In addition, Xbox also offers Xbox Game Pass Ultimate which is a bundle of Xbox
Live Gold and Xbox Game Pass. This bundle allows customers to access both services at a
discounted price.
• Xbox Game Pass for PC price
1 month – Rs 349
3 months – Rs 1,049
6 months – Rs 2,099
12 months – Rs 4,199
• Xbox Game Pass for Console price
1 month – Rs 349
3 months – Rs 1,049
6 months – Rs 2,099
12 months – Rs 4,199
• Xbox Game Pass Ultimate price
1 month – Rs 499
3 months – Rs 1,499
6 months – Rs 2,999
12 months – Rs 5,999
24 months – Rs 11,999

• PS Plus vs Xbox Game Pass: games

PS Plus and Xbox Game Pass offer hundreds of games from first-party and third-party
studios. However, it seems like PS Plus offers much more games based on which tier you
purchase. PS Plus Deluxe or Extra tier subscribers get access to more games compared to
Essential tier subscribers. PS Plus Essential members get access to two or three games each
month, and Extra or Deluxe members get additional games alongside the monthly Essential
games. PS Plus Extra and Deluxe games library include Assassin’s Creed Valhalla,
Bloodborne, Control: Ultimate Edition, Death Stranding: Director’s Cut, Fallout 4, Final
Fantasy VII, Ghost of Tsushima: Director’s Cut, God of War, Marvel’s Spider-Man and
Spider-Man: Miles Morales, Red Dead Redemption 2, Returnal, and more.
Xbox Game Pass has separate game libraries for PC and Console subscriptions, while
Ultimate subscribers get access to both libraries. Xbox Game Pass features FIFA 22,
Assassin’s Creed Origins, Far Cry 5, A Plague Tale: Innocence, Final Fantasy XIII, Forza
Horizon 4 and 5, Gears of War series, Hitman Trilogy, Hellblade: Senua’s Sacrifice, Halo
series, Life is Strange: True Colors, Marvel’s Guardians of the Galaxy, Mortal Kombat 11,
Hades, Need for Speed series, Prey, Mass Effect series, Star Wars Jedi: Fallen Order, and
more.
1.7 Objectives of study

a) To study influencing factors that affects consumer towards PlayStation and Xbox.

b) To find customer awareness of the brand in the target market.

c) To know about the customer preference Level for PlayStation and Xbox.

d) To study the marketing strategies of the brand.

e) To assess the level of customer satisfaction of the brand.

f) Perception of consumer before and after Purchasing of products.

1.8 Limitation of study

The limitation of this study is that through questionnaire, the emotions and spontaneous
thoughts in the mind of a respondent cannot be collected or targeted. As the questions
provide limited options to gain an insight about the factors which drive the consumers to
prefer a certain brand’s product. It is not clear through the study whether the respondents
who claim to be a casual gamer or a hardcore gamer are actual in real life.
 CHAPTER 2
RESEARCH METHODOLOGY

Research methodology is a science of studying how the research is to be carried out. Marketing
research is the function, which links the consumer, customer and public to the marketer through
information. Information used to identify and define marketing opportunities and problems:
generate, refine and evaluate marketing action, monitor marketing performance, and improve
understanding of market as a process.

Nature of Data
Data collected is Descriptive and qualitative in nature.

Methods of Data Collection

The sample size for the study is limited to 100 respondents.

Source of Data
In this study the data collection instrument used is the questionnaire method. The questionnaire
has been designed with both open ended and close ended questions. Apart from this, the
research instrument consists of primary and secondary data collected for the study.
Primary Data
The primary data had been collected from the respondents by survey type research through
google questionnaire.

Secondary Data
Here the information is obtained from the brochure of PlayStation and Xbox, books, websites,
newsletter, generals, magazines, newspaper, etc.
 CHAPTER 3
LITERATURE REVIEW

Over a period of 25 years, the video game industry has experienced an enormous growth
compelling success is a manifestation. This industry has grown annually in between 9% and
15% (Zackariasson and Wilson 2010). The economic value of video games has shifted from a
niche industry to a blockbuster industry. As per the research today more people globally play
video games than go to the movies (NPD Group 2009) and in 2012, the global revenues were
an estimated $67 billion for console and portable hardware and software along with the mobile
devices for example tablets and smartphones. An additional of $14.8 billion were generate
through sales of so-called virtual goods within games in 2012. They are about five times higher
than global music revenues - $16.5 billion in 2011, higher than consumer book sales - $69.4
billion in 2011. Video game industry is characterized by growth of high degree of innovation
and dynamics.
Consumers in this virtual world can manipulate and change their environment through realistic
animation and exciting motion sensing controllers where the games have the capabilities to
tackle social issues, educate children and train employees (ESA 2012a). From Military training
programs to molecular biology and virtual showrooms for new product presentation, the game
has applied to these various fields using technology (The Economist 2011). “Gamification”
concept has even inspired management scholars to describe the application of psychological
game design principles for motivating employees and engaging consumers (Zichermann and
Cunningham 2011).
A conceptual framework has indicated the value is created in the video game industry (Fig 2.1)
where it details the industry constituents and their relationship which includes the key products,
players and channels. A vertical path is distinguished in this framework which represents the
“gaming environment”” the main actors, such as context providers like Activision, Ubisoft who
are game producers, platform providers like Sony, Microsoft and Nintendo and last but not the
least consumers along with their interrelationships. A second horizontal path refers to the
channels of distribution and communication the link customer to the content providers. Here
the focal element is platform but in the framework, the perspective of the content provider is
taken under consideration rather than taking the platform provider because it’s the game
content that ultimately define the industry. A specific characteristics of the game industry’s
business model has combined the existence of content and platforms within the gaming
environment. It holds interest for both managers and researchers.
Other revenue streams for games such as in-game advertisement, address spread of innovative
platforms are critical for encouraging ubiquitous gaming formats. The issue of distribution
relates to both the digital channels and traditional retail outlets including the game platform
itself. Finally, the particularities of producer-initiated communications which includes one-
directional communication through traditional media such as television marketing, links of the
game or through game platforms, bi- or multidirectional communication on social media
channels such as social networking websites like Facebook. (Wolf, 2013)
The framework which is being discussed acknowledges further the important roles of three
additional institutions for the value creation process of video games. First, the video game
industry is very closely related to the entertainment industries such as the motion picture
industry. Industries like such can provide inspiration for games to generate “related content”
for games, example – adaptation of film narratives or vice versa where films are made from a
game like Lara Croft: Tomb raider movies. Second, the technology of the platform is important
as games’ value depends on it. As number of game titles available are growing immensely,
automated recommender systems have emerged in the industry as an important source of
information for consumers who seek the “right” game for them. A business opportunity for
game producers to market the “long tail” can also be offered to them. (Anderson 2006). Third,
consumers also influence the decision of an individual and the value that they derive from a
game through behavioural or communicative recommendations likes word of mouth or
observational learning or through adaptation of game because of network effects. It has also
been argued that games have put an impact on consumers’ personalities which stimulates
violence for example and subsequently society find it complex and multi-faceted. (Wolf, 2013)

Fig. Conceptual Framework

In the home of video game industry, Sony PlayStation has been so far the most successful
product. As per to the official reports, 85 million hardware units and a staggering more than
780 million games were sold worldwide. In 1999, a huge amount of Sony Corp. profits
stemmed from it’s video-games division, Sony Computer Entertainment Inc. (SCEI) which was
before the launch of Sony’s successor to the Play Station. Sales pattern of PlayStation hardware
(1994-2000) and software (1997-2000) worldwide. Sony has a negative net present value,
NPV, despite the huge levels of sales which is the discounted cash flows would have been
lower than the initial investments. Sony claims to spent about $530,000,000 to develop
PlayStation (SCEI, 2001) and it doesn’t have any direct cost or variable cost used in the actual
production of the hardware. (Alberto, 2010)
Fig. PlayStation hardware sales, units (1994-2001) (Source: SCEE, 2001 press release)

Fig. PlayStation software sales, units (1997-2001) (Source: SCEI Press release)

The main drive behind the consumers’ decision to buy a video game console can be understood
fully by the factors that are likely to influence the success of a console. The answer which is
obvious yet terribly important is to enjoy playing games. It is the great games that determine
whether a system will be a viable content in the long run or not. Other factors are price,
availability, performance, reliability, shape, size and colour are important factors. But all of the
above, stretched and combined to their maximum level could not be compensated for the lack
of fun to play games with. The relationship for sales between hardware and software are far
more complex. The more quality games are available the larger installed base will be. Which
means that the customers will choose the console based on kind of games they want to enjoy
the most. A software developer will make choices about to develop games for which console
with an eye on the current installed base. If the installed base is not large enough, third parties
may often wait for it to reach the break-even level before starting the development of a past of
the game or a new game that has proved themselves successful on other gaming platforms.
(Alberto, 2010)
Male students typically love to play video games which is a well-established fact, but the
research also shows that there are female students who enjoy playing video games as well.
Although there is a different in the intensity and the type of games female video game players
enjoy. Games like “The Simms”, “Dance Dance Revolution” and “Mario Kart” Are the top
three games. Destructive games like “Street Fighter”, “Doom” and other war games that are
famous among males cannot be seen anywhere. Car games were in first place followed by “The
Simms”, students also mentioned that prefer playing games. U.A.E has hosted many video
games competitions and 80% of UAW nationals have an access to the internet and have more
than two cell phones as per the research, also video consoles are extremely popular. (Mario,
n.d.)
In Middle East, the gaming sector is estimated to be between USD 1 billion and 2.6 billion in
terms of revenue. Since 2010, the number of people downloading videos games online has
almost doubled. Middle East has the second largest mobile phone population which comes to
approximately 525.8 million people. Peakgames, has more than 11.8 million daily active
players and 300,000 concurrent users across MENA and Turkey. GGC has always been
considered a hotbed of whales, with classification with hardcore games who are dedicated to
their virtual identities and sizeable wallets to accompany it. It has been seen that gender
difference affect the choices of games, where MMO based games are male-dominated.
In Middle East, the gaming market continuous to grow due to a more structured retail
environment, higher bandwidth, investor interest and online payment channels in the game
development space. Sony has been continuing to lead the video games industry with the largest
value share of 20% in 2015 as the launch of PlayStation 4 boosted sales further. The console
was flew off the shelves as soon as it was launched as well as enjoyed a large number of pre-
orders. PlayStation has always been a favoured brand and has been marketed strongly in the
past two decades, beating Nintendo and SEGA in terms of innovative gaming experiences with
unique graphics and features. UAE is set to continue a stable economy and population growth
which will also drive a healthy development of video games over the forecast period. The
CAGR value of video games in UAE in 2015 was at constant 6% with sales predicted to reach
2.3 billion AED by 2020. (Hanif, 2013)
PS4 and Xbox sales gap has become so big that the publishers start to consider Xbox One
market as a minor afterthought that can be safely ignored. In the early 2000, this is what
effectively happened when PS2 dominated the console market to the extent where Xbox and
GameCube struggles to attract the attention, which is supported by the data which says that
PS2 had sold about four times as many systems as Xbox which was launched one year later. A
few arguments are there with the current sales gap in between PlayStation and Xbox that the
gap isn’t bad for Xbox as it might seem because PS3 user that upgraded to PS4 Pro after
previously buying a standard PS4 are effectively double counted by Sony’s units sold numbers
which resulted in inflating the total number of potential buyers for PS4. Another argument
would be that the distribution of consoles isn’t identical worldwide.
The sales of the raw consoles don’t always line up precisely with the number of “active user”
who are continuing to spend money on games and DLC for a console. As said by Xbox Chief
Phil Spencer in 2015 that “We’re not motivated by Sony, we’re motivated by gaining as many
customers as we can” on this note, it has been seen that the sales of Xbox One has been slightly
better than Xbox 360 at this point of it’s product lifecycle. As it can be seen that the PS4 and
Xbox One are familiar architecturally, the game can be ported from one console to the other
easily without any pain when seen from a technical standpoint. An alternative is to simply
ignore the potential customer for Xbox One as it doesn’t make much business sense in most
cases. (Mishra, 2014)
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
QUESTIONNAIRE
RESPONDENTS

1. This table shows the number of males and females who answered the
questionnaire

Gender Frequency Percentage

Male 80 80

Female 20 20

INTERPRETATION
The above table shows the number of male and female respondents. There are 80% of male
respondents and 20% of female respondents.
 2. This table shows the age wise distribution of respondents who answered the
questionnaire

Age Percentage

15-20 53

20-25 47

INTERPRETATION
The above table shows the age of the respondents. There are 53% of respondents from 15-20
years, and 47% of respondents 20-25 years.
 3. This table shows the occupational status of the respondents who answered the
questionnaire

Occupation Percentage

Student 73

Employed 27

INTERPRETATION
The above table shows the occupation of the respondents. There are 73% of respondents who
are students and 27% of respondents who are employed.
 4. This table shows the number of respondents who play video games

Parameters Percentage

Yes 86

No 14

INTERPRETATION
The above table shows the number of respondents who play video games. There are 86% of
respondents who play video games and there are 14% of respondents who doesn’t play video
games.
 5. This table shows how often the respondents play video games

Parameters Percentage
Daily 26

Sometimes in a week 33
Sometimes in a month 29

I don’t play 12

INTERPRETATION
The above table shows how often the respondents play video games. There are 26% of
respondents who play daily, 33% who play sometimes in a week, 29% who plays sometimes
in a month and 12% who don’t play.
 6. This table shows how much the respondents are aware of the product
PlayStation

Parameters Percentage

Familiar with it 72

Heard about it 24

Never heard about it 4

INTERPRETATION
This table shows how much the respondents are aware of the product PlayStation. There are
72% of respondents who are familiar with it, 24% of respondents who heard about it and 4%
of respondents who never heard about it.
 7. This table shows how much the respondents are aware of the product Xbox

Parameters Percentage

Familiar with it 64

Heard about it 32

Never heard about it 4

INTERPRETATION
This table shows how much the respondents are aware of the product Xbox. There are 64% of
respondents who are familiar with it, 32% of respondents who heard about it and 4% of
respondents who never heard about it.
 8. This table shows which console the respondents prefer

Parameters Percentage

PS4 23

PS5 51

Xbox One 7

Xbox Series X or Series S 16

Others 3

INTERPRETATION
This table shows which console the respondents prefer. There are 23% of respondents who
prefer PS4, 51% of respondents who prefer PS5, 7% of respondents who prefer Xbox one, 16%
of respondents who prefer Xbox Series X or Series S and 3% of respondents who prefer others.
 9. This table shows the number of respondents who are satisfied with playing
games on PlayStation and own it

Parameters Percentage

Yes 77

No 4

Maybe 12

I haven’t played 7

INTERPRETATION
This table shows the number of respondents who are satisfied with playing games on
PlayStation and own it. There are 77% of respondents who are satisfied with it, 4% of
respondents who are not satisfied, 12% of respondents who maybe are satisfied and 7% of
respondents who haven’t played.
 10. This table shows the number of respondents who are satisfied with playing
games on Xbox and own it

Parameters Percentage

Yes 35

No 11

Maybe 31

I haven’t played 23

INTERPRETATION
This table shows the number of respondents who are satisfied with playing games on Xbox and
own it. There are 35% of respondents who are satisfied with it, 11% of respondents who are
not satisfied, 31% of respondents who maybe are satisfied and 23% of respondents who haven’t
played.
 11. This table shows the factors that respondents look into before purchasing a
gaming console

Parameters Percentage

Price 56

Performance 77

Brand name 15

Graphics or resolution 58

Looks or design 23

Easy to use 35

Exclusive game 59

INTERPRETATION
(Here the respondents were given freedom to choose more than one option for factors that they
look into before buying)
This table shows the factors that respondents look into before purchasing a gaming console.
There are 56% of respondents who look into price factor, 77% of respondents who look into
performance factor, 15% of respondents who look into brand name factor, 58% of respondents
who look into graphics or resolution factor, 23% of respondents who look into looks or design
factor and 35% of respondents who look into easy to use factor, 59% of respondents who look
into Exclusive game as a factor.
 12. This table shows the preferences of the respondents for consoles for playing
games

Parameters Percentage
PlayStation 80
Xbox 19
Others 1

INTERPRETATION
This table shows the preferences of the respondents for consoles for playing games. There are
80% of respondents who would prefer PlayStation for gaming, 19% of respondents who would
prefer Xbox for gaming and 1% of respondents who prefer others.
 13. This table shows the number of respondents who would like to switch from their
console

Parameters Percentage

Yes, from PlayStation to Xbox 8

Yes, from Xbox to PlayStation 41

No, I would not like to change 50

INTERPRETATION
This table shows the number of respondents who would like to switch from their console. There
are 8% of respondents who would change from PlayStation to Xbox, 41% who would change
from Xbox to PlayStation and 50% of respondents who would not like to change their console.
 14. This table shows the number of respondents about why would they like to switch
from Xbox

Parameters Percentage
It doesn’t have exclusive games 66
Bad performance 16
Bad Graphics 22
Bad design or look 15
Not worth the price 21
Bad customer support 4
I would not switch 21

INTERPRETATION
(Here the respondents were given freedom to choose more than one option for changing or
switching the console)
This table shows the number of respondents about why would they like to switch from Xbox.
There are 66% of respondents who would change because it doesn’t have exclusive games,
16% of respondents who would change because of bad performance, 22% of respondents who
would change because of bad graphics, 15% of respondents who would change because of bad
design or look, 21% of respondents who would change because of not worth the price, 4% of
respondents who would change because of bad customer support and 21% of respondents
would not change.
 15. This table shows the number of respondents about why would they like to switch
from PlayStation

Parameters Percentage
It doesn’t have exclusive games 1
Bad performance 34
Bad Graphics 11
Bad design or look 19
Not worth the price 15
Bad customer support 17
I would not switch 57

INTERPRETATION
(Here the respondents were given freedom to choose more than one option for changing or
switching the console)
This table shows the number of respondents about why would they like to switch from
PlayStation. There are 1% of respondents who would change because it doesn’t have exclusive
games, 34% of respondents who would change because of bad performance, 11% of
respondents who would change because of bad graphics, 19% of respondents who would
change because of bad design or look, 15% of respondents who would change because of not
worth the price, 17% of respondents who would change because of bad customer support and
57% of respondents would not change
 16. This table shows the number of respondents who get influenced by various
factors before buying

Parameters Percentage
Family 6
Friends 37
Advertisement 20
other 37

INTERPRETATION
This table shows the number of respondents who get influenced by various factors before
buying. There are 6% of respondents who get influenced by family, 37% of respondent who
get influenced by friends, 20% of respondents who get influenced by advertisement and 37%
who get influenced by any other.
 17. This table shows the opinion of the respondents for the price policy of
PlayStation

Parameter Percentage
Expensive 47
Cheap 10
Reasonable 43

INTERPRETATION
This table shows the opinion of the respondents for the price policy of PlayStation. There are
47% of respondents who think its expensive, 10% of people think it’s cheap and 43% of people
think it’s reasonable.
 18. This table shows the opinion of the respondents for the price policy of Xbox

Parameter Percentage

Expensive 19
Cheap 22
Reasonable 59

INTERPRETATION
This table shows the opinion of the respondents for the price policy of PlayStation. There are
19% of respondents who think it’s expensive, 22% of people think it’s cheap and 59% of people
think it’s reasonable.
 19. This table shows the opinion of the respondents for the performance of
PlayStation

Parameters Percentage
Best 26

Good 73
Bad 1

INTERPRETATION
This table shows the opinion of the respondents for the performance of PlayStation. There are
26% of respondents who think it’s best, 73% of people think it’s good and 1% of people think
it’s bad.
 20. This table shows the opinion of the respondents for the performance of Xbox

Parameters Percentage
Best 31
Good 64
Bad 5

INTERPRETATION
This table shows the opinion of the respondents for the performance of Xbox. There are 31%
of respondents who think it’s best, 64% of people think it’s good and 5% of people think it’s
bad.
 21. This table shows the opinion of the respondents on PlayStation providing
exclusive games

Parameters Percentage
Yes 82
No 5
Maybe 13

INTERPRETATION
This table shows the opinion of the respondents on PlayStation providing exclusive games.
There are 82% of respondents who think “Yes” the PlayStation is providing exclusive games,
5% of respondents think “No” PlayStation is not providing exclusive games and 13% of
respondents think “Maybe” the PlayStation is providing exclusive games.
 22. This table shows the opinion of the respondents on Xbox providing exclusive
games

Parameters Percentage
Yes 19

No 54
Maybe 27

INTERPRETATION
This table shows the opinion of the respondents on Xbox providing exclusive games. There are
19% of respondents who think “Yes” Xbox is providing exclusive games, 54% of respondents
think “No” Xbox is not providing exclusive games and 27% of respondents think “Maybe” the
Xbox is providing exclusive games.
 23. This table shows which console the respondents who answer this questionnaire
will recommend to others

Parameters Percentage
PlayStation 75
Xbox 24

INTERPRETATION
This table shows which console the respondents who answer this questionnaire will
recommend to others. There are 75% of respondents who would recommend PlayStation to
others and 24% of respondents who would recommend Xbox to others.
 24. This table shows the number of respondents on how they would rate the after
sales services of PlayStation

Parameters Percentage
Highly satisfied 22
Satisfied 56
Unsatisfied 8
Can’t say 14

INTERPRETATION
This table shows the number of respondents on how they would rate the after sales services of
PlayStation. There are 22% of respondents who would rate as highly satisfied, 56% of
respondents who would rate as satisfied, 8% of respondents who would rate as unsatisfied and
14% of respondents who would rate as can’t say.
 25. This table shows the number of respondents on how they would rate the after
sales services of Xbox

Parameters Percentage

Highly satisfied 3
Satisfied 51
Unsatisfied 10
Can’t say 36

INTERPRETATION
This table shows the number of respondents on how they would rate the after sales services of
Xbox. There are 3% of respondents who would rate as highly satisfied, 51% of respondents
who would rate as satisfied, 10% of respondents who would rate as unsatisfied and 36% of
respondents who would rate as can’t say.
 CHAPTER 5
CONCLUSION

• PlayStation and Xbox have been each other’s rival for years and it looks like they are
going to be rivals for the upcoming years too. Both companies have a similar
philosophy of providing innovative and immersive gaming experiences to players and
make them loyal to their console. They are doing this by providing them the exclusive
games, next-generation graphics, unbelievable hardware specifications and many more.

• People of different age, gender and occupation prefer to play video games. A number
of factors influence a consumer’s decision-making process before buying a gaming
console, factors like performance, graphics, exclusive games, looks or design, price,
brand name, all of these are important factors which consumers look into before buying.

• Most of the people are aware of these brands, PlayStation or Xbox is nothing new to
them, people have good idea and knowledge about these, especially the younger
generation.

• When it comes to gaming people generally prefer PlayStation over Xbox, but some
people who like to stream services such as Netflix, Amazon Prime and a wide range of
content prefer to have Xbox over PlayStation.

• People are switching or changing from Xbox to PlayStation for one of the most
important reason and that is “exclusive games”, PlayStation always had an edge over
Xbox when it comes to exclusive games and recently it have become even more popular
which is slowly turning exclusive games as a big strength of PlayStation.

• People find the price of PlayStation a little more expensive than Xbox. Xbox is also
providing better performance than PlayStation but in the older versions, the newer
version of PlayStation which is “PS5” is taking over the market of every other console
when it comes to graphics and performance, by providing an enhanced and better
experience while gaming PlayStation is still one step ahead of Xbox.

• People generally who are playing games regularly or who are into gaming recommend
PlayStation to others who are looking for a gaming console. People find it hard to rate
the after sales services of these brands, as both the brands are having a good reputation
for after sales services.

• Apart from these consoles there is something in the market which holds most of the
gaming market under them and they are “PC’s”. Personal Computers are something
which are preferred by any hardcore gamers who play games regularly, PlayStation and
Xbox are in the market because of their special gaming experience and exclusive
games.
 RECOMMENDATIONS

• In order to boost the sales of Xbox, as a leading gaming company. First, Xbox needs to
improve the console's performance. They should do this by hiring more qualified and
experienced researchers who will help Xbox in enhancing its hardware specifications.
By doing so, Xbox can assert that it is the console of the future and that it has superior
hardware and software to PlayStation.

• Since our data analysis revealed that both designs lack in design, Xbox should take this
chance to design their console seriously in order to reflect what their customers want.

• Sony PlayStation's in-house game production studio creates games exclusively for
PlayStation owners, which is one of the main factors in the company's success. Only
PlayStation owners will get access to these titles, and other gamers won't be able to play
this title on any other console. Xbox should do the same and in a better way.

• To have a strong foot in the gaming industry these companies should bring even more
exclusive games in the market as these are the reason people are attracting towards
these companies.

• Both of these company should undertake more and innovative way of advertisement.
 CHAPTER 6
BIBLIOGRAPHY

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