From a marketing POV I'd have turned the tables on Sony/MS.
Instead of marketing with men/teenage boys in their commercials primarily I'd market with celebrities. Megan Fox, Zack Galafanakis, Psy, that sort of thing (whoever was hot circa 2012). I'd aim for commercials that are funny/cool.
I'd take the piss out of "hardcore gamer" and reposition them as the nerdy type, just as Apple successfully repositioned Windows PCs are something for squares. I'd push XBox/Playstation as the brand for nerdy teenagers who don't have girlfriends and neckbeard types who live in their mom's basement still collecting comics. I mean yeah, it's tough, but I'd do it in a loving tounge in cheek way. Poke a little fun at the XBox/Playstation "dudebros" culture.
Plus it'd make the commercials more fun, and that's more in tune with Nintendo anyway.
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