One of the things Sony has been criticized for this generation is the lacking of marketing campaigns to truly promote its properties to the consumer. In fact, this is the number one reason people give as to why Sony’s first-party exclusives don’t sell at the same level as Microsoft’s exclusive titles. However, despite that reasoning, Sony is still pushing forward with a yearly month-by-month sales increase and it’s all thanks to smart marketing instead of expensive marketing.

When Sony first launched the Kevin Butler campaigns in North America, everyone in the industry took notice and applauded Sony for moving away from its creepy campaigns that it was known for early on in the generation. Unfortunately, even with Butler at the forefront, the money being put into marketing can’t compete with the deep pockets that Microsoft has at its disposal.

Recently, Sony’s Vice President of Marketing, Peter Dille was asked if Sony would ever be able to match Microsoft’s style of promotion and Dille simply replied:

“I don’t think we’ll ever outspend Microsoft.”

It’s a harsh reality, but it’s proven in the past and is starting to prove this generation that it’s not always about how much you spend in advertising, it’s about the quality product you put on the shelves. The quickly closing gap in market share further proves that point and we’re sure Sony is looking to continue that trend in the upcoming Holiday season.