Playstation and Xbox have long dominated the console gaming industry, and both were around for a long time before the rise of social media. How are they adapting to the new world of social media?
In nearly every category of social media penetration, across five of six channels (the five between the gaming divisions themselves) and nine of eleven metrics – Sony’s PlayStation division outshines Microsoft’s Xbox division. In only two metrics does Xbox currently lead: one is in number of tweets, where at 61.7K tweets Xbox has more than for times as many as it’s rival. Both companies’ posts across the whole spectrum of social media outlets they participate in are heavily dominated with product marketing. Perhaps most disappointing, especially given the youth demographic so sought after in this industry, is that both companies seem to use the same messaging and images across all channels.
On Instagram both feature the colors of their logos in many of their pictures. Playstation’s photos tend toward blue and violet hues:
While Xbox’s pictures tend to include frequent use of bright green:
As well as a few slightly more interesting images than they post on their other social media sites. Playstation’s pictures tended a bit more to the avante-garde compared with Xbox’s more commercial style.
But overall, like their products, controllers, and release schedules – these two entities are far more alike than they are different in their channel participation and content, which makes Playstation’s impressive 267K “talking about this” on Facebook (456% more than Xbox) an indication that either they have a product that their fan base is particularly excited about or Playstation fans are just a chattier bunch. On that note, I think it’s time to fire up the PS4.