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hanspampel · Jun 1, 2017

i know this is a controversy topic here as of late and people always wonder how much do they even pay for those deals. now you can have an idea

note: this is NOT ONLY the G&NS division and third party marketing deals. It's the whole Sony corporation. But this does NOT INCLUDE general marketing expenses for air time etc.
just long term marketing partnerships with other entities (like the UEFA or celebrities)

FY 2015 was 15.7bn Yen
(don't find data for FY2014)
FY 2013 was 52.4bn Yen
FY 2012 was 53.8bn Yen

source:
https://www.sony.net/SonyInfo/IR/st...100/100_Consolidated_Financial_Statements.pdf

Alexious · Jun 1, 2017

It would be interesting if we had the data for G&NS only.

gtj1092 · Jun 1, 2017

Doesn't seem like that much if this is for all of sony and ww. Kind of puts into perspective how much these things actually cost to the people that feel marketing deals are robbing them of first party games.

Thorrgal · Jun 1, 2017

gtj1092 said:
Doesn't seem like that much if this is for all of sony and ww. Kind of puts into perspective how much these things actually cost to the people that feel marketing deals are robbing them of first party games.

Yep

Kill3r7 · Jun 1, 2017

That number seems really low considering that blockbuster movie ad campaigns are typically bigger.

Sidewinder · Jun 1, 2017

Hellshy. · Jun 1, 2017

gtj1092 said:
Doesn't seem like that much if this is for all of sony and ww. Kind of puts into perspective how much these things actually cost to the people that feel marketing deals are robbing them of first party games.

It doesn't include air time fees or general marketing so if the partnership deal includes Sony paying for ads I would think the real cost if some deals would go up no?

MisterR · Jun 1, 2017

Doesn't even cost much, seems like a great idea to use them then. This to me would lend a lot of credence to the fact that these are much easier to get if you're winning the console sales wars. Makes sense since MS had the major ones last gen and PS has them this gen. That's how they were able to take COD and the like away from MS. It doesn't seem like any kind of bidding war at those prices.

killatopak · Jun 1, 2017

Does this include the partnership deals with 3rd party?

Chobel · Jun 1, 2017

That's really low, are we sure it includes game marketing deals?

mejin · Jun 1, 2017

It does help being market leader.

This is low compared to all that mind share and sales they get in return.

D4Danger · Jun 1, 2017

now everyone will know you get can FIFA and Call of Duty on a Playstation. Money well spent.

flkraven · Jun 1, 2017

So this is just the bribery portion? Wouldn't the actual marketing costs be exponentially higher?

Hellshy. · Jun 1, 2017

Chobel said:
That's really low, are we sure it includes game marketing deals?

It seems like it could but only in cures money that Sony pays to strike the deal but does not seem to include any money that might go into mare ting the game like air time fees.

hanspampel · Jun 1, 2017

gtj1092 said:
Doesn't seem like that much if this is for all of sony and ww. Kind of puts into perspective how much these things actually cost to the people that feel marketing deals are robbing them of first party games.

what high profile marketing partnerships does Sony even have today anymore?
the (old) UEFA CL deal
but beside that?
anything i'm missing here?

in FY 2013 (April 2013 - March 2014) Sony committed 53.4bn yen btw. That's a whole different figure
Thats the year with the 10years Destiny deal

Sidewinder said:
14.1 million $ yeah that's not that much.

what?
$120 million

flkraven said:
So this is just the bribery portion? Wouldn't the actual marketing costs be exponentially higher?

it's in the OP
just the rights for marketing, but that could include co-marketing expenses already
it's not that easy

thuway · Jun 1, 2017

There's something really off about that figure.

I imaging this number doesn't include things like third party specific discounts for co-marketed titles or profit sharing with PS Plus.

Shrug. If the number really is this small, I can't understand why Microsoft would let it all go.

farisr · Jun 1, 2017

thuway said:
Shrug. If the number really is this small, I can't understand why Microsoft would let it all go.

These deals would cost MS quite a bit more due to them not being market leader.

greenegt · Jun 1, 2017

thuway said:
There's something really off about that figure.

I imaging this number doesn't include things like third party specific discounts for co-marketed titles or profit sharing with PS Plus.

Shrug. If the number really is this small, I can't understand why Microsoft would let it all go.

Sony is probably getting better prices on their marketing deals.

hanspampel · Jun 1, 2017

greenegt said:
Sony is probably getting better prices on their marketing deals.

The year with the Destiny 10 year contract ~$0.5bn (could've been also the CoD deal or something else and Destiny was the year before, don't know)

wapplew · Jun 1, 2017

thuway said:
Shrug. If the number really is this small, I can't understand why Microsoft would let it all go.

Strange comment. Phil Spencer not a huge fans of thrid party deal.

benny_a · Jun 1, 2017

wapplew said:
Strange comment. Phil Spencer not a huge fans of thrid party deal.

lol

Without any context nor knowledge how deals are accounted for over the years nor the split of what makes up what this is very pointless. I guess it's meant to enrage, but who?

Acquiescence · Jun 1, 2017

When all is said and done, 13 billion yen is about 10,000 of your American dollars, so that's not much really.

hanspampel · Jun 1, 2017

Acquiescence said:
When all is said and done, 13 billion yen is about 10,000 of your American dollars, so that's not much really.

what is this?
you're the second guy now

$10,000 are just 1.1 million YEN
13.3bn Yen are $120,000,000

Raven77 · Jun 1, 2017

Acquiescence said:
When all is said and done, 13 billion yen is about 10,000 of your American dollars, so that's not much really.

Lol serious post or joke??? It's 120 million us dollars.

Even with that being the case, it's not that much if it really does encompass everything. Not sure why this is even newsworthy.

Primethius · Jun 1, 2017

That's not that much if it encompasses everything. Seems really low actually.

Fdkn · Jun 1, 2017

Acquiescence always gets them, lol

FY 2014 wasn't only Destiny, they probably signed the CoD deal that year even if it didn't start until 2015 and maybe Battlefront too.

Midas · Jun 1, 2017

10 year contracts? I guess Xbox players might be mad for 7 more years.

Kolx · Jun 1, 2017

Doesn't seem like that much, but again we don't know if this includes cod and destiny deals.

HighResTomato · Jun 1, 2017

Midas said:
10 year contracts? I guess Xbox players might be mad for 7 more years.

Why would they be mad, it's not their advertising dollars. They still get to play the same games lol.

Kayant · Jun 1, 2017

What does "Programming" encapsulate?

hanspampel said:
The year with the Destiny 10 year contract ~$0.5bn (could've been also the CoD deal or something else and Destiny was the year before, don't know)

Where is confirmed Sony is in a 10 year contract for Destiny?

Elandyll · Jun 1, 2017

$120m is pretty much chump change at that level, specially when you are involved with Sports.

Their sponsoring of the UEFA alone takes a huge amount of that.

http://www.sportsbusinessdaily.com/...rketing-and-Sponsorship/Champions-League.aspx

An industry source said the multi-year deal with Europe's most prestigious club football competition is worth "high eight figures per season." It will run through the '17-18 campaign. The new deal will incorporate not only PlayStation, currently the official gaming partner of the UEFA Champions League, but also the Sony Mobile brand, closing out the mobile device category (for the '15-18 cycle) that is currently held by HTC.

Not sure what Hans's "I'm a Scorpio" angle is here tbh.

yurinka · Jun 1, 2017

Yes, to pay to be a UEFA Champions League sponsor should be very expensive.

D4Danger said:
now everyone will know you get can FIFA and Call of Duty on a Playstation. Money well spent.

Chobel said:
That's really low, are we sure it includes game marketing deals?

Kolx said:
Doesn't seem like that much, but again we don't know if this includes cod and destiny deals.

Fdkn said:
Acquiescence always gets them, lol

FY 2014 wasn't only Destiny, they probably signed the CoD deal that year even if it didn't start until 2015 and maybe Battlefront too.

It says "sponsorship contracts", so it's to be the sponsor of stuff like to put the PlayStation banner in soccer or basket matchs, the UEFA Champions League tv ads, eSports championships, tv shows or similar, not to agree a exclusive marketing deal with a 3rd party game.

hanspampel said:
The year with the Destiny 10 year contract ~$0.5bn (could've been also the CoD deal or something else and Destiny was the year before, don't know)

The 10 years Destiny deal was between Activision and Bungie. It wasn't related to Sony.

OléGunner · Jun 1, 2017

Not a lot of cash for the entirety of Sony.
Plus the UEFA deal must be a boon for publicity and associating Playstation around the world with Champs League (except America)

hanspampel · Jun 1, 2017

Elandyll said:
$120m is pretty much chump change at that level, specially when you are involved with Sports.

Their sponsoring of the UEFA alone takes a huge amount of that.

http://www.sportsbusinessdaily.com/...rketing-and-Sponsorship/Champions-League.aspx

Not sure what Hans's "I'm a Scorpio" angle is here tbh.

wow so you're salty about a news topic.
some user here hit new lows every day...

The Uefa deal renew is FY2015 and in the 15.7bn Yen figure

yurinka said:
The 10 years Destiny deal was between Activision and Bungie. It wasn't related to Sony.

i remember
but to what 10 year deals would Sony refer here if it's not the same?

Elandyll · Jun 1, 2017

hanspampel said:
wow so you're salty about a news topic.
some user here hit new lows every day...

The Uefa deal renew is FY2015 and in the 15.7bn Yen figure

i remember
but to what 10 year deals would Sony refer here if it's not the same?

Not salty, asking what your angle is.
Edit: as clearly that doesn't reveal much of anything, except that they're not spending all that much on marketing outside of the UEFA deal since 2014.

If you had read, you would have seen that the cost is High 8 figure -Per Season-, and running through 2018.

GinoFelino · Jun 1, 2017

So it's way less than previous years.

Don't forget a combined ad campaign with the market leader is also very beneficial for the publisher in question. It's not like Sony's the only one profiting from it and thus would have to pay tons of money.

yurinka · Jun 1, 2017

Seems that they are going to spend a lot of money in 2018. I assume it's because they know that are going to have an historical line-up of great games like Gran Turismo, Spiderman, FFVIIR, GoW, Death Stranding, The Last of Us 2, Shenmue III, Detroit, Dragon Quest XI, Days Gone etc. and want to make sure their console and games are very well advertised during this period.

hanspampel said:
i remember
but to what 10 year deals would Sony refer here if it's not the same?

I don't know which ones exactly, but should be deals to sponsor UEFA Champions League, NBA, F1, eSports championships, trading shows like GamesCom, conferences like GDC, tv shows or stuff like that. PlayStation sponsors things like that, they aren't talking there about marketing deals with 3rd party games.

When 1st party makes a marketing deal with a 3rd party game it's just for a few months around launch (to put videos in the PS channel, articles in PS blog, highlight it in PSN store, show it in the E3/GC/TGS PS booth, maybe make a console bundle with this game, pay ads mostly on tv, etc), and separate deals are made for each separate game in the 3rd party IPs (this is why you see CoD/AC marketing deals in a console and next year you see the next game of the same IP in the other, or why a Monster Hunter is exclusive for a console and the next MH is exclusive to another).

Midas said:
10 year contracts? I guess Xbox players might be mad for 7 more years.

To place a PlayStation or God of War banner when sponsoring a sport event or a tv show won't affect Xbox players.

GinoFelino · Jun 1, 2017

yurinka said:
Seems that they are going to spend a lot of money in 2018. I assume it's because they know that are going to have an historical line-up of great games like Gran Turismo, Spiderman, FFVIIR, GoW, Death Stranding, The Last of Us 2, Shenmue III, Detroit, Days Gone etc.

Bless your heart for putting games like DS and FF7R in that list

Justified · Jun 1, 2017

gtj1092 said:
Doesn't seem like that much if this is for all of sony and ww. Kind of puts into perspective how much these things actually cost to the people that feel marketing deals are robbing them of first party games.

Yep. Most is also probably due to 3rd party approaching Sony because of their market share

hanspampel · Jun 1, 2017

yurinka said:
Seems that they are going to spend a lot of money in 2018. I assume it's because they know that are going to have an historical line-up of great games like Gran Turismo, Spiderman, FFVIIR, GoW, Death Stranding, The Last of Us 2, Shenmue III, Detroit, Dragon Quest XI, Days Gone etc. and want to make sure their console and games are very well advertised during this period.

was even more last year:

edit: nvm you're not talking about the G&NS programming content contracts

Sidewinder · Jun 1, 2017

hanspampel said:
what?
$120 million

oops, missed a 0 there and used 15.7bn figure from last year...or maybe the OP was heavily edited, it's not my fault, believe me!

Elandyll · Jun 1, 2017

yurinka said:
Seems that they are going to spend a lot of money in 2018. I assume it's because they know that are going to have an historical line-up of great games like Gran Turismo, Spiderman, FFVIIR, GoW, Death Stranding, The Last of Us 2, Shenmue III, Detroit, Dragon Quest XI, Days Gone etc. and want to make sure their console and games are very well advertised during this period.

Now that's a lot more interesting imo (but again this is for the whole of Sony, not just Playstation).

With that much between 2018 and 2020, I can only imagine it's going to be spent on massive ventures.

Imo:
- Soccer (back with FIFA?)
- Mobile (trying to contract with Verizon & Co and take HTCs spot?)
- Electronics push? (TVs, Cameras...)
- Olympic Games (2020) would probably be a major expense
- PS Vue expansion (international?)
- PS5 in 2019

And of course marketing deals for PS as well.

Just my opinion, but Sony planning to invest 200b Y in 2018 marketing is a much bigger deal that 13.3b Y in 2016. My 2cps.

hanspampel · Jun 1, 2017

yurinka said:
I don't know which ones exactly, but should be deals to sponsor UEFA Champions League, NBA, F1, eSports championships, trading shows like GamesCom, conferences like GDC, tv shows or stuff like that.

Sony does not have any long term marketing partnership deals with the NBA or Formula 1 i'm aware of
and trading conferences or TV shows don't result in over 50bn Yen commitments

UEFA Champions League and Activision with Destiny and CoD. That's the biggest ones
what other big global sponsorships do they have?

Elandyll · Jun 1, 2017

hanspampel said:
Sony does not have any long term marketing partnership deals with the NBA or Formula 1 i'm aware of
and trading conferences or TV shows don't result in over 50bn Yen commitments

UEFA Champions League and Activision with Destiny and CoD. That's the biggest ones
what other big global sponsorships do they have?

$80m+ a year for UEFA until 2018

They also seem to have a multi year deal with the Fiesta Bowl (College Football)
http://www.thedrum.com/news/2016/11...-front-foot-with-college-football-sponsorship

Sony has a PGA open in Hawaii, that's gonna eat a few $millions
http://www.pgatour.com/tournaments/sony-open-in-hawaii/sponsors.html

Etc.

SMOK3Y said:
Lol is this a serious post? MS was king of 3rd party deals last gen

This gen they've been pretty active too.

EA "unprecedented partnership for $400m", Crystal Dynamics & Tomb Raider "Exclusive, Holiday 2015", Fallout 4 "Mods only possible on Xbox One", etc.

SMOK3Y · Jun 1, 2017

wapplew said:
Strange comment. Phil Spencer not a huge fans of thrid party deal.

Lol is this a serious post? MS was king of 3rd party deals last gen

yurinka · Jun 1, 2017

GinoFelino said:
Bless your heart for putting games like DS and FF7R in that list

Why? One is published by Sony, the other has a marketing deal of a remake of a game very attached to the PS brand. They are going to be very important for Sony even if not developed in-house.

hanspampel said:
Sony does not have any long term marketing partnership deals with the NBA or Formula 1 i'm aware of
and trading conferences or TV shows don't result in over 50bn Yen commitments

UEFA Champions League and Activision with Destiny and CoD. That's the biggest ones
what other big global sponsorships do they have?

When I said "I don't know which ones exactly" I was mentioning some examples of events or tv shows that the PlayStation brand could/would be sponsoring, I didn't know if Sony was sponsoring these or other events.

In any case thay talk about sponsoring stuff, not about securing exclusive marketing deals with 3rd party. So Sony isn't talking about marketing deals with Destiny and CoD in the quoted part of this document.

Elandyll said:
Imo:
- Soccer (back with FIFA?)
- Mobile (trying to contract with Verizon & Co and take HTCs spot?)
- Electronics push? (TVs, Cameras...)
- Olympic Games (2020) would probably be a major expense
- PS Vue expansion (international?)
- PS5 in 2019

Yes, it should be stuff like this. I don't know if they also sponsor E3, GDC, MWC, TGS, Gamescom, CES, etc. but I'd bet they also may sponsor some of these.

Shin-Ra · Jun 1, 2017

SMOK3Y said:
Lol is this a serious post? MS was king of 3rd party deals last gen

Phil has a long term vision for Xbox and they're building towards that. Marketing deals are great but not the strategy.

Chobel · Jun 1, 2017

yurinka said:
Why? One is published by Sony, the other has a marketing deal of a remake of a game very attached to the PS brand. They are going to be very important for Sony even if not developed in-house.

Very low chance they hit 2018

yurinka · Jun 1, 2017

Chobel said:
Very low chance they hit 2018

Remember that they are making it episodic, so maybe the 1st chapter is a small chunk.

Poster#1 · Jun 1, 2017

It seems Xbox division have very low budget if Sony can scoop up all these marketing deals for that amount.

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