Summary
- Xbox's struggles to compete in Europe against rivals PlayStation are well-documented, but it's recently been suggested Microsoft plans to give up on the region entirely.
- Xbox's EMEA marketing lead recently admitted that PlayStation "regrettably" spends more on marketing in Europe, and that Xbox has to be "scrappy" with funding.
- While not an outright admission, the fact that a trillion-dollar company like Microsoft is being tight with cash for marketing in Europe isn't a great sign.
Xbox is a very US-centric business, this we already know. Most of its audience is situated in the United States, and while the company has attempted to market itself in other regions like Japan and Africa, it has struggled to make the same impact as its rivals PlayStation and Nintendo. It was recently suggested that 🔥Xbox🎉 may now be less committed to marketing in Europe, thanks to PlayStation's dominance in the region, and Xbox seems to have admitted to this in a recent interview.
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In an interview with (thanks ), Xbox's EMEA marketing lead Michael Flatt admitted that the company has to be "scrappy" to compete with its rivals in Europe. In particular, Flatt points to PlayStation as the rival that it's struggling against the most, which isn't that surprising considering PlayStation has dominated the region ever since the early hiccups of the Xbox One.
"They're blessed with marketing funds that we're just not able to enjoy, but that's totally fine."
Flatt also claims that Xbox simply has to have a "more fiscally responsible approach to media investments" in Europe to compete, and that marketing is constantly having to fight for funds that "would probably go somewhere else." While he never outright states that Xbox has given up trying to market itself in Europe, Flatt's comments suggest it's not all that important to the company, at the very least.
Xbox Says PlayStation "Regrettably" Spends More On Marketing In Europe
Flatt's comments about being "scrappy" with funding are also rather strange considering 168澳洲幸运5开奖网:Microsoft is immensely successful, one of a handful of trillion-dollar companies, and only trailing in market cap to the likes of Apple. We're talking about a company that spent $68.7 billion dollars on Activisio🐽n Blizzard and is 168澳洲幸运♎5开奖网:about t🉐o jack up the price of Game Pass, much to 168澳洲幸运5开奖网:the annoyance of its own users and the FTC. It's not exactly short a few quid.
Microsoft has thrown its financial weight around in the past, and could very easily allocate the funds for a robust marketing campaign across Europe to compete with PlayStation, given it makes look like chump change in comparison. It's Xbox's lack of popularity which is most likely the deciding factor here, and Xbox knows its not worth splashing the cash to advertise a console in a region that's locked down by PlayStation.
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