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Gen-Z, Millennial Male Media Opps: Xbox and PlayStation release new consoles

PlayStation have both finally released their highly anticipated new consoles. Xbox debuted two consoles, the Series X ($499), which is being dubbed as the most powerful Xbox ever, and the Series S ($299), which is described as the smallest Xbox ever. PlayStation also introduced two new consoles, the PS5 Console ($499) and the PS5 Digital Edition ($399). Similar to the Xbox models, the PS5 console is very powerful, while the Digital Edition us a smaller version with no disc drive. Both brands have ramped up spending to promote the new consoles. 

Please view our digital display and national TV spend chart comparing the two brand's spend information, courtesy of here. Xbox tends to spend more on digital ads while PlayStation spends more on TV ads. Both companies will likely continue spending heavily to promote the new consoles though the holiday season and well into 2021. Xbox and PlayStation primarily target Gen-Z and millennial men, as well as parents as the new consoles will be hot items this holiday season. Xbox is offering monthly payments which should appeal to its young target audience. 

Agency & martech readers (Xbox) -- Xbox works with media AOR Kovert Creative. Xbox hired CMO Jerret West earlier this year, and we have not seen any changes to the roster. Keep pitching your services; I recommend offering digital and social media assistance. 

Agency & martech readers (PlayStation) -- Playstation works with year, and we do not believe it has concluded the search yet. Keep pitching your services to see if you can pick up any of its business.