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S.T.A.G.E. said:

I don't think third party ask for those deals. Thats more of a console manufacturer thing. They just want as many applicable audiences as they can reach and if the console manufacturers feel the need like MS did to start a content war then so be it. Sony is now in it with them.

Third-party ask for help with marketing/dev costs... Sony / MS give them at the cost of exclusive things.

It is how it works... and not other way.

EA asked MS to help with Titanfall... same with Activision and Sony for Destiny... to be fair they ask for both and them decide which have the better plan (EA reached Sony for Titanfall too).