Soundwave on 26 April 2023
It's hard to gain marketshare in this industry unless the company you are chasing makes big mistakes, Sony doesn't give MS a whole lot to work with.
In that case, you have to play it like Sega did in the 16-bit wars and take the fight to the body of your opponent and be extremely aggressive. Marketing should be hostile towards them too.
MS is sitting back too much and relying on Game Pass to do everything. They should take the money they were going to sink into Activision and buy exclusives instead with it, games that will be out on the market soon.
