Xbox says it has a limited marketing budget for Europe, Africa and the Middle East
, by Thibaut
Microsoft may be the second most valuable company in the world, but it's still very conservative when it comes to spending money. At least, that's what Michael Flatt, Xbox's head of marketing for the EMEA (Europe, Middle East, Africa) region.
In an interview with Marketing Week, Flatt explains that Xbox has to make-do with being "quitte scrappy", and that its budget when it comes to running promotional campaigns is nowhere near that of PlayStation.
"Regrettably they outspend us. They’re blessed with marketing funds that we’re just not able to enjoy. But that’s totally fine. We adopt what I would call a more fiscally responsible approach to media investments. We’re not blessed with huge media budgets, so we have to be quite scrappy really, and quite tenacious to fight for funds that would probably go somewhere else."
Source: marketingweek.com