They are just going after the wrong types of games.

Games MS has had Marketing rights for (not a comprehesive list), I am going to discuss them a bit.

Dragon Age: Inquision- This is a game, gamers care about. MS wants to be asscociated with those types of games. The problem is the types of gamers that care about games like this follow gaming. They are not going to fall for the Xbox advertisement at the end and think they need an XB to play it. This deal did not work and the PS4 version outsold all other by a wide margin.

Witcher 3- Same as DA:I. The people who want this game know what system it coming out for.

Evolve- Good idea, new IP could be big, get your name ascociated with it. Only issue here is they bet on the wrong horse. The game did not catch on so they gained very little from the deal.

AC Unity- I thought this was a very smart move by MS. AC has been heavily asscociated with Playstation. 1st AC current GEN exclusive, they got their name on it, did bundling. I think every AC game this gen will sell better on their console than it would have otherwise. I get why this did this. Also, AC is very popular with more mainstream gamers, the kind who a marketing deal might work on.

Fallout 4- Same as Witcher 3 and DA:I. This game's main base is core gamers, it does bleed over into the main stream but most of the people interested in it already know its not just for the XB.

Now look at the games Sony has targeted.

Destiny- AC deal but in reverse. Had Sony not done this, Destiny would have been heavily asscociated with Xbox due to the Bungie history behind it. Brilliant move, and as we saw by sales last fall it sold a bunch of systems for Sony. Targets the mainstream.

Watchdogs- Kinda like the Evolve deal. New IP got their name on it hoping to make the game reconized in the future more with Playstation. Targets the mainstream.

Star Wars- Star wars is going to be everywhere this fall. Fans of the Sagas are going to be throwing money at anything and everthing Star Wars over the holidays. Targets everyone. Huge deal. Will be this years Destiny deal.

COD- Its a huge game, but everyone already knows the game will be on both. Targets casuals and mainstream so it could have a decent impact. Most of the impact here will be if they use the deal to get some bundles ready.

Batman- Again, sells heavily to the mainstream. Good idea.

The key point here is that MS seems to be going after marketing deals on games that gamers truly care about. I dont blame them for wanting people to asscociate games like Fallout, DA:I, and the Witcher with them, BUT deals on those games just are not as effective as the audience that buys those games are well educated about gaming and could care less what name is at the end of the commercial.

I think that at this point they are just not the first that are being approached in a lot of cases.

And even AC dropped them. They can keep getting rights but their rights will still be outsold by PS4 version. And it's getting increasingly more expensive for them to get rights. Everyone knows these games come out on PS4 because everyone knows it's the more popular console. I met someone who thought Arkham Knight was PS4 exclusive.

They have a lot of work on their hands.

Lol that gif is glorious.

Seems they target PC games while sony target console games

I agree

Yeah, its been interesting to see Sony pickup the adverts for the more mainstream shooters while MS was grabbing the RPG rights. Overall Sony's portfolio is stronger. The only one I disagree with is Fallout 4, I think that is a good pickup for MS

I'm not sure what MS is thinking. Sony has chosen the right games this gen to promote (except Destiny).
AC was a good idea and the AC Unity bundle sold a lot, but they lost that partnership too. And Fallout won't have the same impact as COD, or AC could have had.

I strongly doubt AC dropped them. It wouldn't surprise me if MS dropped AC. Unity was a hot dumpster fire, and despite this and all the anger surrounding the parity controversy, the XB1 version sold pretty decently. Yes I know the PS4 version sold 400k more overall, but it had a much bigger userbase. Some publishers have supported the underdog before just look at all of those exlcusive marketing/DLC deals that Sony had on the PS3. More popular console doesn't equal it getting every game; Titanfall says hi. 

The exclusive marketing deals mainly revolve around brand association. Sony had the marketing rights and exclusive DLC for all 4 Arkham games, so it wouldn't surprise me that some people think Arkham Knight is a PS4 exclusive. MS does the same thing with EA's sports games, and the sales are (were?) there to show for it. Destiny was another game that Sony pushed, and it paid off.