Sony's marketing strategy has been a house of cards for over a year; bash Microsoft. They "revealed" their console, yet actually lied because they didn't reveal shit. They knew Microsoft would one-up them and actually reveal their console - no fake reveals, no bullshit. Sony's plan was to turn it into a PR game from the start. After the full reveal of Microsoft's product, Sony could nitpick every flaw of it when they actually revealed their product, and they could still say they "revealed" their console first. Sony chose to actually reveal their console at E3, so everyone thinks they won E3. This is compounded by the fact that their conference was basically bashing Microsoft. It's also clever as they could say they were doing whatever Microsoft wasn't, and if it turns out that some of their policies matched Microsoft's - and were unpopular for Microsoft - they could promise they were doing the opposite and tweak their policies before they released their console, completely avoiding the firestorm that Microsoft suffered. How else do people think Sony won E3? FFXV, KH3 and Destiny. Show-stoppers for the conference that were actually multi-platform. Not much to gloat about there. Only this year, Sony's been called out, indirectly. Microsoft [url=http://www.vg247.com/2014/06/04/xbox-one-e3-2014-phil-spencer-wishes-sony-a-good-show/]is wishing Sony a good E3[/url], undermining the snide tactics they used last year and will probably try again this year. Sony's strategy is a house of cards as the second Microsoft does something right, the marketing strategy collapses, as there's nothing to bash, thus no marketing strategy. They need a new sales pitch or they'll crumble; look at how much time Sony spent last year bashing Microsoft. If they spent as much time focusing on their successes as opposed to their rival's failures, they could have a very good marketing strategy and a very good E3, showing all of its great policies and great games in good detail. A strategy that depends on the rival to -blam!- up is risky and unsustainable. Don't get me wrong; I'm no fanboy. I use both a PS3 and an Xbox 360 and intend to watch both Microsoft's and Sony's press conferences. I look forward to games such as FFXV and The Order: 1886. I just wish Sony didn't use such a juvenile marketing strategy. If they keep this up, they'll get too cocky. And we all know that pride comes before the fall. All this said, I don't have much confidence for Sony this year. After the farce that was their "reveal", I don't trust anything they promise. Microsoft, on the other hand, looks to have a very promising show planned for us this year; very few execs, tonnes of games, new reveals et cetera. I'm really hoping to see what Black Tusk is cooking up for us after their teaser last year. They promise a new IP to rival Halo. I doubt it will rival Halo, but seeing the direction Halo is going, it's possible. I just hope Black Tusk can deliver on it's big promise. I'm looking forward to MKX, Quantum Break (Remedy did a fantastic job with Alan Wake), MGSV: TPP, Dying Light et cetera. This is going to be good. Microsoft has won before the fight has even begun. Sony's gimmicks include releasing a remastered version of The Last of Us the very next year after it was originally released. That's just desperate. Plus, the fallout from last year can only work in Microsoft's favour. Every time Microsoft does something right, people will compare it to last year and see it as a huge improvement, magnifying the successes. The "hate Microsoft" bandwagon may just well come back to haunt Sony. The PR ball is now in Microsoft's court. And Microsoft serves first.