Digital Positioning and Strategy of the Xbox and PlayStation brands

xbox-vs-play-esport

Microsoft is close to registering the sales mark of nearly 35 million Xbox One and X consoles, according to a report by Niko Partners– a company specializing in market intelligence, analysis and consulting. Against the accumulated sales of PlayStation 4 that beat the 73 million consoles sold, according to the portal IGN.

Even with this fierce competition Microsoft is confident with the sales performance of Xbox X, which are no longer working in the US market. Given this scenario, we will understand how each of the brands are positioned in the Digital world, a relevant channel for product sales conversion, both in the e-retail channel and in the e-commerce with direct sales. Let’s compare the two brands: Xbox (Microsoft) vs. Playstation (Sony).

Microsoft Xbox – Digital Positioning
Web site

Analyzing the performance of the website used by the brand is the main premise, where most of the users interested in knowing, informing and buying the console or its games spend.

The volume of visits from a brand with established market positioning, with a strategy focused on Digital, can only reveal us an average access number of 56 million months. Interesting to note in two relevant KPIs for a website that relies on product-related content sharing, great Navigation Time (03:49) accompanied by a very good average of visits per page (3.95), demonstrates how much the conversion funnel for consumption content or product sales may be working.

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

The most interesting is the profile of users who visit the Xbox page, with access to the USA (1st), followed by Brazil (2nd), England (3rd), Mexico (4th) and Germany (5th).

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

The recognition of the brand and the recurrence of the consumption of information of the products, is evident by the great number of Direct and Referrals of the website, great relevance.

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

A common feature in the Games market is this conversion of accesses by Social Networks, mainly by Youtube for the high number of contents related to the console and its games.

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

Sony PlayStation – Digital Positioning
Web site

Leading the category in the world market, highlighting its exclusive games, the PlayStation brand has a longer time with positioning and awareness compared to Xbox. With all this brand recognition, how will the PlayStation with your website?

An impressive average of visits to the website of over 121 million, this gigantic number of hits is accompanied by great performance KPIs, better than Xbox.com, PlayStation stands out in the union of the results of visiting time (03:27 ) and average visits per page (4.53), this demonstrates how users are interested in the content of the website, reflecting the consumption of information and purchase of products.

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

As in Xbox, it is interesting to note the domain of access to the website, dominated by the United States, Japan, China, Brazil and Russia. Countries that stand out in the market of Games in the world, are well represented here in the number of accesses to the website of PlayStation.

An important insight is that Brazil and the United States are the only countries present among the five largest accesses to the website, this demonstrates how important the Brazilian (besides American) market is for both brands.

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

In the table below we can see the incredible number of hits Direct to the website, notable recognition of the PlayStation brand, better result compared to the Xbox brand, but Microsoft leads the best in Referrals result, due to its strategy of content distribution and strength of integrated services.

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

A relevant insight on the PlayStation is its strategy of conversion into sales, in addition to the media investment focused on this goal, has a high number of conversion of word searches related to the sale of products (PlayStation Store).

Something that we did not find in the Xbox review, possibly the brand does not have a performance strategy focused on sales within its proprietary e-commerce.

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

The domain of the Xbox brand references compared to PlayStation
I swear that before making that first query about the number of mentions of the two brands on Google, I was absolutely certain it would be PlayStation, but I was totally mistaken.

There is absolute mastery of Xbox-related searches over the last five years on Google. We can notice that the peaks of access happens in the periods of release of new versions of the consoles and famous games of both marks (Play and Xbox).

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

Digital Positioning and Strategy of the Xbox and PlayStation brands rafael rodrigo leitao esports business news opinion esports gresports gr esports gresports.com gresport

 


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