Karloff said:
"It's all about having the best games and having the most impressive experiences, and clearly Xbox One has the best games."
What, like
Call of Duty and
Battlefield and all those other games that are also coming to PS4 (and some of them to PC and in some cases even Wii U)? Or maybe you mean
Ryse, the exclusive that has already been laughed out of the competition months before release? Pretty much the only game that the Xbox One has coming that its competitors don't is
Titanfall, which looks good, but not
groin-grabbingly [http://memecrunch.com/meme/6ID8/a-groin-grabbingly-good-team/image.png] system-sellingly good. The fact is, when a company relies so heavily on multiplatform games for a console launch, only three things matter:
[li]Power[/li]
[li]Price[/li]
[li]Perception[/li]
Let's see how Microsoft is doing with each of these.
Power: When almost every launch game is coming to both consoles, power absolutely matters because the more powerful console is going to give the better experience (even if just marginally). Early reports are that the PS4 is generally more powerful. There may be time to change that (though not much, November is right around the corner at this point), but developer statements that the Xbox One is weaker have already made their way around the internet.
Price: The Xbox One costs $500 and the PS4 costs $400. That's $100 more. For many, especially teens with part-time jobs (a significant chunk of your target audience), that's the difference between buying it now and buying it next paycheck. When parents are buying Christmas presents, that's a particularly big difference, because they can put that extra $100 toward other gifts (maybe even a console-subsidizing game).
Perception: A large portion of the gaming community perceives Microsoft as tremendous dicks. The general population doesn't to quite the same extent, but they do still see Microsoft as slightly more of a big faceless corporation than Sony. It doesn't help that many consumers are already immensely dissatisfied with Windows 8, which plays against the company as a whole.
When it comes right down to it, Microsoft's biggest advantage over Sony right now is the Kinect. Unfortunately, the original Kinect kind of stank, and MS has done an exceptionally poor job of showing why the new one is better. As such, I have a special message for Phil Harrison?even though he'll probably never read it? about what will actually all the difference:
Focus your advertising on what makes the Xbox One unique. Not what makes it bro-worthy, not what makes it good in all the ways the PS4 is good, and not what makes it like Windows 8. Begin every TV spot with "Xbox On," (maybe write that on the screen, and then have the "e" come out at the end for Xbox One). Show people launching games using Kinect before they play them. Show how the Xbox One's exclusive complements games (even multiplatform games, when applicable). Show the Xbox One running multiple apps at once. If the new Kinect can manage it, show some sign language (I certainly hope you'll have
something with sign language support at launch or soon). Your games are largely the same as the PS4, so you absolutely must emphasize
feature-oriented advertising. Do this, and the Xbox One's launch could beat the PS4's. Advertise
Call of Duty and
ESPN and the Xbox One's launch will lag behind.
P.S. Thanks
P.P.S. I really can't wait to see how Microsoft fucks up this launch. I'm sure it'll be something new and innovative and far stupider than anything I could think of.