When I think of Microsoft’s handling of the Series X and the lead-up to its release, I can’t help but be reminded of an episode of ‘Frasier’. Frasier is tasked with writing a simple jingle for his radio show but instead opts to compose something resembling a symphony involving an orchestra and a chorus. When asked by his brother “whatever happened to the concept of less is more?”, Frasier confidently replies, ‘Ah, but if less is more, just think of how much more “more” will be.’ This is how Microsoft has shared information on the Series X: we’ve seen a full console reveal, a piece by piece breakdown of the hardware, and have seen a slew of first/third party titles that are expected to release on the next generation console. While I can appreciate this level of transparency, I can’t help but pick up a whiff of desperation. Yeah, I get it. You want me to buy your new device. But do you have to try so hard? Whereas Sony’s approach – the approach which has shown us nothing but a controller and a logo – has left me all the more intrigued. And after listening to scores of developers come forward to praise the hardware, it reminds us that less really is more.
Recently Epic Games gave us a glimpse of Unreal Engine 5. Its stunning reveal, now forever associated with the PS5, shows us how easily you can generate excitement and buzz around a new console. In this moment, Epic became a powerful marketing arm for the PS5. One noteworthy quote mentioned that “the hardware that Sony is launching is absolutely phenomenal. Not only an unprecedented amount of graphics power, but also a completely new storage architecture that blows past architectures out of the water, and it’s so far ahead of even the state-of-the-art in the highest-end PCs you can buy.” This is but a glimpse into the true genius of Sony’s marketing tactics with the PS5. This isn’t the first time we’ve heard industry buzz around the PS5’s capabilities. Not too long ago, developers began to praise the console’s 3D audio engine Tempest. Positive remarks such as these resonate for greater than PR speak touting that you have the ‘most powerful console of all time’.
Epic’s comments on the PS5 didn’t only highlight Sony’s less is more approach, it also brought out that familiar desperation from Microsoft. Within moments of Unreal Engine 5’s reveal, Microsoft shared a list of games that are using the new engine. In fact, Aaron Greenberg went on to say that he ‘can’t imagine what this engine would look like on the most powerful console.’ Aaron – you wouldn’t have to imagine if you showed us some actual gameplay last week. If there was ever a time to overshare – that was the time. It all feels like one big turn off, someone incessantly wanting to get your attention and practically begging not to be forgotten. We get it – we know you’re doing it to but would you just relax a bit.
It’s moments like this where I’m grateful that all I’ve really seen from the PS5 is a controller – a controller mind you which is still shrouded in a bit of mystery. We’re not sure what that ‘Create’ button can do or what exactly is hiding on the backside of it, but again, when you choose to play your cards extremely close to your chest, people can’t help but wonder what exactly it is you’re hiding.
