December 16, 2013 09:00 ET

SDL Accurately Predicts Winner in Black Friday Battle between Sony PlayStation 4 and Microsoft Xbox One - But Microsoft Isn't Finished Yet

Supply shortages on the day meant 200,000 potential PS4 customers left empty handed

MAIDENHEAD, UNITED KINGDOM and WAKEFIELD, MASSACHUSETTS--(Marketwired - Dec. 16, 2013) - As SDL initially predicted a week prior to Black Friday, Sony ended November outselling Microsoft by 200,000 consoles in the U.S. According to an ongoing study of predictive customer commitment from SDL (LSE:SDL) this gap could have been almost double, but SDL's analysis estimates that as many as 200,000 potential customers that were ready to buy left without a PS4 over the Black Friday and Cyber Monday sale days.

SDL identified several key reasons that Sony won the launch battle up to Black Friday, including:

  • Being the first to build brand awareness
  • Delivering targeted messaging to their core gaming audience
  • Getting to market three weeks earlier

Although Sony won the short-term Black Friday battle, SDL predicts that Microsoft will win the longer- term launch through the important holiday season. Through the Black Friday week, Microsoft was edging ahead of Sony across the entire shopping journey through its awareness-building activities encouraging the gaming community to explore the Xbox One's new functionality and gameplay.

As a result, SDL predicts that Microsoft will end the first quarter of 2014 firmly ahead, as its global launch strategy, consistent marketing and broader appeal beyond a core gaming market will drive its console's long-term success.

The social data behind the Battle of the Brands predictions is part of the SDL CX Playbook "Successful Customer Driven Strategies," which includes nine rules for designing a successful customer experience strategy. The Playbook shows the value actionable social intelligence can bring to businesses that need to make informed, data-driven decisions in real-time that improve the customer experience - and ultimately the buying journey.

"SDL's Battle of the Brands shows specific reasons that drove the outcome of this high-profile face-off between Sony and Microsoft," said Paige O'Neill, CMO of SDL. "Marketers should view the insights behind this battle as an opportunity to understand how a data-driven customer experience strategy can enable them to directly pinpoint the impact marketing can have on sales. SDL's Customer Experience offerings can help marketers uncover these insights today -not next quarter- so they can immediately course-correct to impact the bottom line."

SDL aggregates the conversations and online data that are indicative of a buying journey and then analyzes and scores these conversations utilizing SDL's Product Commitment Score (PCS) for overall commitment to purchase. This allows brands to make data-driven decisions to optimize their customer's experience. The holiday brand battle is part of a year-long study of customer commitment by SDL.

To follow this important brand battle, please visit

About SDL

SDL (LSE:SDL) allows companies to optimize their customers' experience across the entire buyer journey. Through its web content management, analytics, social intelligence, campaign management and translation services, SDL helps organizations leverage data-driven insights to understand what their customers want, orchestrate relevant content and communications, and deliver engaging and contextual experiences across languages, cultures, channels and devices.

SDL has over 1,500 enterprise customers, over 400 partners and a global infrastructure of 70 offices in 38 countries. We also work with 72 of the top 100 brands. For more information, please visit

Contact Information

  • SDL Corporate
    Jessica Hohn-Cabana
    +1 508-353-3454

    PAN Communications
    Emily Held, Adam Novak or Michael O'Connell
    +1 617-502-4300