Leaning into the console wars
Insert your brand into the conversation about the next generation of video games
Hello,
Sony’s PS5 and Microsoft’s Xbox Series X are on a collision course set for this holiday season. As both companies start their rollout plans for their new consoles here are some thoughts on how brands can message during some of the big moments that are coming up.
Partner directly with a console creator
Now that both consoles have had their initial release event it seems that Sony’s Playstation 5 is the leader of the pack. They focused on some strong franchises that are going to drive a boatload of sales for them. People are ecstatic about a Miles Morales Spiderman game and a sequel to the critically acclaimed Horizon: Zero Dawn. As the console release date nears they are going to lean into great games like those to show off the PS5 features.
Xbox’s slate of games has not garnered the same response. If the hype gap continues to widen Microsoft will have to look into other avenues to generate excitement about their console. Brand partnerships would be an excellent option for them.
What if… Burger King started selling a 750 dollar Whopper that just happened to come with a free Xbox Series X?
Message about the price point of the devices
One big thing that hasn’t been announced yet is the price of these consoles, but the consensus is that they will probably be north of 600 dollars. Ouch. The steep price could be a fun conversation starter for a number of brands.
What if… A bank let users finance their console, or if Chipotle tweeted something about how many burritos one could get instead of a new gaming system. This is a low hanging fruit that a lot of brands could take advantage of.
Do a release night activation
While the pandemic has definitely transformed the retail landscape; I can almost guarantee there are going to be long lines on the release night of these consoles. It’s the perfect chance for a brand to build some goodwill for a captive, highly focused audience.
What if… A delivery brand like Uber Eats offered snacks to people in line or a retail store like Target had six feet apart stickers that referenced different games.
Reference the other streaming battle
The streaming wars are usually something someone says when they are talking about the HBOs and Hulus of the world, but Sony and Microsoft have their own version of it.
They are both trying to become the “Netflix” of video games by offering a service where people can pay a monthly fee to access a vast digital library of games. The game companies haven’t said how their video game streaming services will be integrated into their new consoles, but that information is bound to start trickling out soon.
What if… A more simple streaming hardware like Roku or Sonos tried to position themselves as a competitor to these two gaming giants.
Message during the big console events
Both companies are going to have a lot of scheduled events where they announce cool, new features for their consoles. It is going to be a steady drip of info until the consoles are released during the holiday season.
It could be worthwhile for a brand to map these moments and message during the time they are going on. Console releases only happen about once a decade, so people are going to be highly tuned into media every time these events start.
What if… Companies started holding copycat events when Sony and Microsoft were announcing new features about their consoles. Imagine if Diageo released a new liquor every time SONY had a press conference or if Nike dropped new gamer apparel every time Microsoft announced something about the Xbox.
What to take away:
A lot of pulse moments in gaming can seem random, but the console wars are not. There is ample opportunity for a brand to jump in and be a part of the conversation.
I hope this gave you all at least one thought starter to use in the coming months. If you end up taking any I’d love to see what comes of them.
Gaming news that caught my eye:
The Verge: EndeavorRX is the first game approved by the FDA. Doctors can prescribe it to treat ADHD. Watch the gaming and wellness space it is going to blow up.
ScreenRant: Fortnite continues to write the book on how to engage an online community with live events. Their season 3 finale brought in a ton of viewers and have brought some exciting changes to the game.
Forbes: It is safe to say that Amazon’s first game, Crucible, is a flop. It has a 24-hour peak of 349 concurrent viewers on Twitch. Which is frighteningly low for a game that came out less than a month ago.
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