Marketing Tactics Used in the Technology Industry for Gaming Consoles

Jun 28, 2013

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With brand new game consoles and multimedia coming out every year, it is hard to stay up-to-date with the latest gadgets. Most tech companies do a good amount of marketing for their gaming consoles that seem to be evolving to better, faster and sleeker designs and gaming systems.

1) Xbox One

Xbox was hit hard with criticism by gamers around the world because they disliked the changes Microsoft released to its game licensing terms and online requirements. A week later after the outcry and responses, Microsoft changed its policy on family sharing and digital cloud library access features due to its new policy which included: no limitations on sharing and selling game discs, no Internet connection would be required to play offline Xbox One games etc.

2) Playstation 4

SONY’s public relations department took advantage of the negative response by the video game community about the digital rights management Xbox was restricting to share Xbox One games and the online authentication requirements of its console. SONY decided to reevaluate its marketing strategy and decided to sell its game console for $100 lower than the $499 Xbox One.


The beginning of the OUYA all started from a successful Kickstarter campaign that was funded by gamers who wanted this project to happen. OUYA’s aim towards the video game industry put them up against the big three companies- Microsoft, SONY and Nintendo-with a unique selling point of letting players try games for free before buying them, offering a different opportunity for gamers. The tactic worked Tuesday, June 25, 2013 when it was released, selling out on and on Target’s website. The approach OUYA has taken is for this to be a casual game experience for gadget geeks looking for an alternative to gaming and who are budget-conscious.

4) Mad Catz M.O.J.O.

The Mad Catz M.O.J.O. was created based on an open-source gaming platform that also plays stock Android games. The angle that the Mad Catz M.O.J.O. has for the gaming industry is that it brings the flat screen TV in the living room a mobile gaming experience. It has GameSmart controllers, a mouse, keyboard, headset, USB ports, and HDMI out. It is set to be sold to the public during the holiday season.

With all these game consoles coming out in the next few months, the company with the best marketing tactics will have the most sales, fan loyalty and product buzz during the product release.

What ways have you seen tactical marketing benefit your company against your competitors?

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