Microsoft have released a cheeky viral marketing ad to raise awareness that Bungie’s new game Destiny, is not only coming to PlayStation platforms but is also coming to Xbox.
Developer Bungie, publisher Activision and Sony have formed a major partnership to promote Destiny on PlayStation platforms. The deal means that buyers of the PlayStation version of Destiny get free exclusive content, items and missions. The advertising, part-funded by Sony, only mentions PlayStation platforms which potentially has the effect of influencing the general public to think that Destiny is a PlayStation exclusive. With a confirmed user-base of over 10 million owners and a record number of preorders the PS4 version is set to break records. Clearly this has Microsoft rattled. Yesterday they announced an offer that anybody who buys an Xbox One console in the Destiny launch week gets a free game.
Today Xbox UK posted on their twitter account a link to the Destiny the Perfume designed to raise awareness that the game is also coming to Xbox 360 and Xbox One. A tongue in cheek rift on the pompous marketing of genuine colognes. However click to discover more and you see a very stinky message:
“OKAY, SO HERE’S THE LOWDOWN Destiny is actually an epic new first-person shooter, available on Xbox. Thing is, we didn’t have permission to run adverts for the game. So we didn’t. Thanks for smelling that something was up. Now get the game and become a legend.”
Whilst it does raise a chuckle the attempt by Microsoft to paint themselves as a victim ring hollow because they recently paid a substantial amount of money to Square-Enix so they wouldn’t release the Rise of the Tomb Raider game on PlayStation. And they have been running exactly the same sort of co-marketing deal with Activision’s best selling franchise, Call of Duty. So trying to elicit the same pro-gamer-rights response as their Tomb Raider deal seems contrived.
The beta version of Destiny ran at a resolution of 1080p on PlayStation 4 and on Xbox One at 900p although Xbox boss Phil Spencer has said that he has pushed Bungie to get the resolution up to 1080p for release.
Ultimately the people seeing this advert are only going to be ‘hardcore’ gamers, most of which will have already decided which version they are buying.
Destiny is released worldwide on the 9th September on PlayStation 4, PlayStation 3, Xbox 360 and Xbox One.