I just don't see the point in developers allowing MS to do this for much longer. It's clear from the data we're seeing now that exclusive advertising for the XB1 doesn't help sell that many more games on the XB1. In fact it still trails overall sales of the same game on the PS4. Why would a developer continue to give MS the rights when Sony can advertise the same game to an install base that's twice the size, on a system that's more popular, with more momentum, and on a sytem that can promote the best looking console version of their game? I know monay is involved but at some point common sense must kick in too, surely? To top that off, Sony are now recording higher and higher digital sales and publishers are going to want a slice of that pie.

Sony can't/doesn't pay for it, MS does. MS then gets exclusive third party advertising, by paying for it.

It makes a lot of sense. As a developer, you put things where the money is given. It doesn't matter if that one turns out to be the least-selling version, because at the end of the day you still profit from Xbox One, Ps4 and the exclusive advertising rights.

Sony can pay for it and they've done it many times in the past and they will continue to do it.

Yes, they do. I was quoting the OP in the case of third parties advertising for Xbox One.

Why would a 3rd party publisher turn down that easy Microsoft ad money, when they know that despite it, the PS4 version of the game will still sell big numbers?

It makes sense for Microsoft because they have more pull with the consumer.

It makes sense for the publisher because it is essentially free advertising for the product.

But if advertising on the PS4 means you are likely to sell far more copies, then that makes more sense. Yes, the money from MS helps ballance that out but at some point, and I think sooner rather than later, the same publishers will want to build an install base for future iterations of their franchise, not take money up front. One compensates, one invests.

Well, that sums it up.  /thread

If your trying to promote your slickly designed racing car, do you advertise it on a donkey or a racehorse? That might sound crass but eventually that's what publishers will have to consider. Assosiate your product for too long with a product that's seen as an 'also ran' and eventually your product will be seen as an 'also ran' too.

Moderated,

-Mr Khan

If Sony is willing to pay for the advertising, it would be much more beneficial for everyone involved.

So let's say Titanfall 2 is being fought over by MS and Sony for exclusive advertising rights, which would benefit EA more? An install base of about 40 million being advertised to or an install base of about 20 million?

Marketing at the level of MS/Sony is, in almost every case, a franchise with an already install base, in the form of Call of Duty or Assassin's Creed. It is extremely rare to see a third party dev who gets paid for an exclusive advertisement right that will build upon a franchise with future itinerations. It happens, though, and if the dev considers that the money is worth it, he will take it.