Wednesday, October 30, 2024
windows news

“We’re not blessed with big marketing budgets,” Xbox’s EMEA marketing lead laments Microsoft’s poor investment


What you need to know

  • Rumors recently suggested that Microsoft is effectively abandoning marketing Xbox in Europe and other regions. 
  • A recent interview with Xbox’s marketing lead for Europe suggests the rumors might as well be true, noting that the firm is dramatically outspent by Sony PlayStation. 
  • Xbox sales in Europe in particular have been in decline for some years, with PlayStation by far the dominant console gaming platform in the region. 

Recently, a newsletter by Tom Warren over at The Verge suggested that Microsoft has been exploring giving up on marketing its Xbox brand in Europe and other regions, in favor of the United States and other territories where it is more entrenched. Now, we have some confirmation that those rumors might as well be true. 

During a new (paywalled) interview with Marketing Week, Xbox’s EMEA marketing lead Michael Flatt had some surprisingly frank comments about the state of Microsoft’s investment in Xbox in Europe, describing his team’s need to be “scrappy” in order to compete. 





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