Anyone that thinks publishers are giving these marketing deals to Sony by default need a reality check. That's not how it works, especially not with huge third party brands. Sony is paying for the privilege, make no mistake about it.
I don't know why Microsoft isn't picking up these marketing deals, you'd think they'd be doubling down on them given the state of their first party and the fact they've got a new console iteration to promote, but Spencer has consistently talked about scaling back on these third party deals. Maybe it's to invest more in first party, maybe the costs outweighed the benefits, or maybe it's both, or neither, or whatever possible reasons out there - whatever it is, more power to Sony. They're still consistently putting out great first party offerings and exclusives, and so long that remains unchanged, this is only a plus.
I would hope the reason Microsoft isn't coping any of these deals is to focus on first party, I'm doubtful of that, but one could hope. They've completely lost me as a customer, but I still want them to stick around and give Sony stiff competition wherever and however possible.