During the last generation of consoles, with the PS3 and the Xbox 360, most of the times commercials of multiplatform games featured a mini-ad of Microsoft’s console at the end, stating that the game was on Xbox 360 and making no mention of the rival. That raised the awareness about the 360 version and almost inevitably resulted in better sales.

With this new generation Sony Computer Entertainment seems to have learned a lot from that lesson, and raised its marketing spend, as mentioned by Kaz Hirai during the latest earnings call.

Yesterday during the massively popular The Walking Dead, the premiere of Fox’s highly anticipated Cosmos and more the house of PS4 enacted a true commercial blitz with the airing of commercials for two of the biggest upcoming multiplatform games, Watch_Dogs andDestiny, both of which highlighted PS4. Destiny‘s commercial ended with the release date “for PlayStation 4″ on 9/9/2014, while Watch_Dogs’ commercial was closed by “Share your greatestWatch_Dogs moments on PlayStation 4.”

The date of the marketing blitz has probably been carefully planned, considering that tomorrow sees the release of Titanfall. It’s most likely that Sony Computer Entertainment decided to associate its brand with prominent multiplatform games in order to rain on Microsoft’s parade.

http://www.dualshockers.com/2014/03/10/sony-pushes-for-ps4-domination-on-multiplatforms-with-watch_dogs-and-destiny-commercials-during-big-shows/

If all the stuff that Sony is currently doing with the giant marketing push for Infamous and in general is to counter the release of Titanfall I say kudos.

I don't think though.

now less than 6 months to Destiny :)

Surpised to see them last night. The commercial also high lighted the share function while promoting destiny.

"most of the times commercials of multiplatform games featured a mini-ad of Microsoft’s console at the end, stating that the game was on Xbox 360 and making no mention of the rival."

and recently we kept seeing this, with comercials skiping the wii u logo and the companies complaining about low sales of the games they didn't advertise.

its a good strategy, it was very successful for Xbox last gen. It seems that traditional 3rd party exclusives are being replaced by exclusive marketing.

Well, if MS and Sony are helping to market these games, Nintendo has to help out, too.

Unfortunately, Nintendo seems to be afraid of entering a marketing war with MS and Sony.

if sony or MS want to help in advertising, it's one thing. but it's a company's job to market it's own games, with first party companies having no obligation to advertise non exclusive third party titles. And we aren't talking about much, companies are skiping a damn logo and then complaining about sales of a version they didn't create awareness of.

Its not a platform holders job to advertise 3rd party games! Right guys.... Guys?

Its a strategy that tends to work.

We all saw how the 360 exclusive advertising helped with the Call of Duty series on the platform. We all saw how well the PS3 exclusive advertising helped with GTA5 on the platform.

Proven to work. Helps software sales. Keeps your platform in the public eye.