Hasta La Creative!

The console wars are set to erupt again, and someone is going to get pwned — but it’s unlikely to be the media.

It’s been seven years since Microsoft and Sony went head-to-head with new gaming consoles. Both Microsoft’s Xbox 360 launch in 2005 and Sony’s PlayStation 3 launch the following year were supported by strong ad budgets — Xbox hiked its spending 21% in 2005, according to Ad Age DataCenter figures; Sony topped that with a 28% increase.

This year will differ in that the next generation of each, the PlayStation 4 and Xbox One, will go on sale simultaneously this fall in time for the holiday season. That sets the stage for a spending surge well above the $120 million the two spent collectively last year.

Continue reading at AdAge.com