The Video Game War GrowsWith $1 billion on the table, and uncertainty growing about consumer spending this holiday season, the race to market Microsofts Xbox, Sonys PlayStation 2 and Nintendos GameCube consoles is more than just fun and video games.
From television and magazine ads to showcasing gimmicks of fans willing to eat worms for a new video-game console, Microsoft Corp., Nintendo Corp. and Sony Corp. have embarked on an expensive triple-play of marketing might, hoping to score high in the $20 billion-a-year gaming industry.
The lions share of the promotional loot will pour from the pockets of Microsoft, the rookie in the gaming world, which has earmarked $500 million to shower the globe with the gospel of its high-powered system, Xbox.
`The $500 million is an unprecedented amount of money, GarnerG2 analyst P.J. McNealy said of Microsofts plan.
`Couple that with Nintendo and the money Sony is spending, then take what all the channel partners are spending, and we are looking at a $1 billion marketing campaign to sell consoles and software, he said.