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I don't think Sony needs to counter this game. They already know it is going to sell well this holiday, and to waste money on a campaign to divert some sales during this time of the year is pointless. They are riding on having the hot system right now with enough games to please new buyers.

Halo MCC will help MS out during the holiday season, also with the "secret" bundles Pachter mentioned. Any ground Sony loses in the holiday rush can be leveled off during the 1st quarter of 2015 with the release of Bloodborne, and The Order (I hope this game is good).

I personally think if The Order is marketed heavily, and is met with great sales but horrible reviews by gaming journalist, and gamers it could hurt Sony for a bit.
Look at Destiny right now, I know alot of people bought into the hype, but I have not seen a game (some with a console) hit the used market this fast, which points to alot of disappointed gamers, showing signs of buyers remorse for jumping to next gen.

I think new IP's will be met with skepticism by casuals that will cause them to wait for established IP's to come out.