Sony has been engaged in recent years in marketing the so called 'marketing deals' more juicy on the market, with the intention of dyeing the events, shelves and TV ads of the most important third-party releases.
This weekend has been known that, the multinational was effectively behind the promotional agreement of the games of EA Sports hitherto linked to Xbox, and that from this season will become very visible at least with the Super-sales FIFA 18.
With these branding agreements, Microsoft wanted its Xbox One console to be a cool one among the European public, at least speaking of FIFA, and it has certainly done a lot of good in recent years. It is not known how the situation is now, as it would be surprising that Microsoft and EA also stopped promoting the Madden football series together in its first market. In its day, the partnership with EA Sports was defined as an "unprecedented deal" that seems to have lasted just over four years.
Keep in mind that other super-sales like the Activision CoD series also changed their jacket this generation (Call of Duty: WWII, like its recent predecessors, is featured on PlayStation in both sales and eSports). In addition, despite the strength of the EA Access service on Xbox, other titles like Star Wars Battlefront and its next continuation already agreed the blue promotion. In this fiscal year Sony also has the branding of Activision's Destiny 2, Far Cry 5 (Ubisoft usually alternates between PS4 and Xbox One and does not usually marry anyone), -or even the Red Dead Rockstar Redemption 2.