According to reports, Xbox is planning to reapproach its console business in some regions of the world. The report states that Xbox would slowly stop the promotion of its consoles in Europe, the Middle East, and some African regions. At the same time, they will send fewer consoles to different European countries.
Their new aim is to focus on PC, Game Pass, and other things related to these services. These changes have not yet been confirmed by Xbox. A member of the company’s marketing team in the EMEA region has confirmed the reduction of the marketing budget. The reduction budget is not as expected which becomes even more clear when compared with PlayStation budgets for these parts of the world.
The marketing of Xbox had serval controversies regarding the release of some important games with not enough promotion. The EMEA marketing head of Xbox Michael Flatt, has acknowledged that they are struggling against PlayStation which is their main competitor.
Michael Flatt also pointed out that even though there is a lack of budget, the marketing team has found ways to get more funds which has given them a presence at the store and other forms of media for their biggest products. Despite all these developments, PlayStation outspends them in terms of marketing.
What Michael Flatt stated
“From a funding point of view, we need to work really hard against our competition. They’re (PlayStation) blessed with marketing funds that we’re just not able to enjoy. But that’s totally fine. We adopt what I would call a more fiscally responsible approach to media investments.
He further states. “We’re not blessed with huge media budgets, so we have to be quite scrappy really, and quite tenacious to fight for funds that would probably go somewhere else,”
These comments also make one thing clear, there is an internal struggle going on in Xbox for the marketing funds. Michael Flatt also did not say anything regarding the Xbox’s change in strategy for their console business in the Middle East, Europe, and Africa. For confirmation of that strategy, we will have to wait for Xbox to clarify this stuff.
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