The two-week period before the new consoles were released was the most active video game category of 2020.
During this busy holiday week that is coming up, Sony and PS5, in addition to Microsoft y Xbox Series X/S, are still out of stock everywhere as incoming stock is sold out shortly after. The competition between the two remains tight in some places, with PS5 leading the way in international and national markets, but with Nintendo Switch very stuck to them.
Spending on advertising may have made a difference, although it cannot be stated categorically, since both companies have a very limited stock; something that has been complicated due to coronavirus pandemic. Although in advertising spending, Sony takes the cake, since has spent 3 times more than Microsoft in the month leading up to launch, as PS5 released on November 12 in 7 countries and Xbox Series X/S the 10th worldwide; In addition, PlayStation has spent about the same amount of advertising as the entire industry between October and November.
From October 19 to November 15, Sony spent 15 million dollars in advertising and Microsoft around 5, according to a new report from MediaRadar, a page that analyzed this spending on printing, TV and digital. The report found that Sony about 7.3 million as of launch day and Microsoft about 3 million, but also Nintendo also increased ad spend from November 2 to 15 by 138% more than the two weeks prior to that period.
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Thanks to those three leaderships, Todd Krizelman -CEO and founder of MediaRadar. states that those two weeks at the beginning of November were the most active in the video game category in terms of 2020 ad spend; usually, $ 45 million was spent on advertising, an 80% increase. The last month with a similar figure was April, with 46.2 million, followed by January with 21.4 million. The report states that the arrival of the new consoles also increased the advertising spending of video games and stores during the period.
The new installments of the Call of Duty and Assassin’s Creed saga were released to coincide with the release of the consoles, increasing advertising spending by 76% and stores did so by 28%. In apps, Krizelman says the week of November 9 It was the first time since April that advertising spending increased, specifically 23% compared to the previous year, so he believes that the pandemic contributed to mobile advertising until November 9.
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“It is possible that less time in movement and displacements has affected advertising in mobile apps in this time“It said. However, despite the investment in advertising has been through the roof, Sony and Microsoft opted for fairly similar ads.
PlayStation and Xbox took their viewers to fantastic worlds, including outer space, in advertisements promoting their respective console launches with PS5 and Xbox Series X / S. On the one hand, PS5 invites you to continue exploring the unknown and on the other Xbox with “Power your dreams” and actor Daniel Kaluuya.
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But it didn’t stop there, as both systems were promoted through Philly Series 5: a surreal ad that parodies next-gen cheesecake cooking consoles. Even PlayStation 5 had an advertising collaboration with Rick and Morty because “they paid them a lot.”
