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Why in the past Call of Duty type 3rd party games helped the X360 more than the PS3?

Same reason now, Watch_Dogs type 3rd party game helping PS4 more than XBO

Being the best machine for 3rd party game console of choice has its huge advantages and also I think people expect more exclusives from Sony than MS based on past (X360 vs. PS3). I think the reality is the PS3 was forced to have lots of exclusives to stay competitive vs. the X360, and now the XBO will be forced to have lots of exclusives to stay competitive vs. the PS4.

At same time, Sony has less pressure to release as many expensive/risky exclusives on PS4 as it did on PS3.

Whatever console is down, tends to put more effort having exclusives, but it will take 1-2 more years before MS either delivers on having more/better exclusives or they will become far behind 1st place and lose a ton of brand equity in the process.