Las Vegas is no stranger to grandeur and spectacle, but the Las Vegas Sphere has taken things to a whole new level. The city’s latest focal point for attention-grabbing advertisements has gone viral for basically being the real-life version of the Eye of Sauron, except it was a literal eye at some point. Over the past week, both PlayStation and Xbox chose this venue to showcase their respective brands to the masses, turning the Sphere into a visual treat for everyone witnessing it.
PlayStation and Xbox took turns showcasing their respective brands on the exterior of the Sphere, offering bystanders a glimpse of what each brand has to offer.
Xbox was the first to make its mark, projecting images of its Xbox Series X and Xbox Series S consoles along with scenes from popular games, namely Starfield. Jeff Rubenstein from Xbox took to Twitter to share the video of the ad, providing a window for those not present in Las Vegas to enjoy the spectacle. The advertisement commenced with the brand and its iconic logo, transitioning to the featured games and consoles. Notably absent from the advertisement was mentions of the cylindrical Xbox, a rumored refresh for the current-gen consoles, nor the detachable disc drives, both of which have yet to be officially announced.
Two Spideys have taken over @SphereVegas.
Marvel’s #SpiderMan2PS5 is out now on PS5. #BeGreaterTogether pic.twitter.com/dIrcr9LK4R
— PlayStation (@PlayStation) October 21, 2023
Following the Xbox showcase, it was PlayStation’s time to shine. Sony opted to spotlight its most recent, and arguably the biggest release for its flagship console, Marvel’s Spider-Man 2. The advertisement unveiled images of the in-game characters Peter Parker, Miles Morales, and the menacing Venom. This game, a sequel to the original Marvel’s Spider-Man and the spin-off Marvel’s Spider-Man: Miles Morales, has been long-awaited by fans. Anticipation had been building since the first game hinted at a continuation, making this ad all the more impactful.
The timing for both brands was impeccable. While PlayStation’s current sensation revolves around Marvel’s Spider-Man 2, Xbox made headlines with its monumental acquisition of Activision Blizzard. This purchase, valued at an astonishing $69 billion, brings renowned titles like Call of Duty and World of Warcraft under Xbox’s domain, marking the most significant acquisition in gaming history as of today.
To be honest, we’re surprised that Microsoft didn’t use the Sphere to advertise the success of its mega-merger. A variant of the announcement trailer would’ve certainly done well as an ad.
The Xsphere has arrived #PowerYourDreams pic.twitter.com/gp8sqGf9JF
— Jeff Rubenstein (@jeffrubenstein) October 20, 2023
For those unfamiliar with the Sphere’s allure, this massive dome isn’t just about advertisements. Inside, it serves as a venue for concerts and other live experiences. Currently, The Sphere Experience, priced at around $170 per ticket, is the attraction’s main event. Furthermore, the Sphere has recently played host to a series of concerts by the legendary band, U2, with ticket prices soaring over $500.
The visual brilliance of the Sphere’s exterior stems from its 580,000 sq ft of LED covering. To take advantage of this vast canvas for a day, advertisers reportedly shell out approximately $450,000. Given such steep pricing, it’s evident that the only major players like PlayStation and Xbox could dominate this space.
Nevertheless, Microsoft’s advertisement for Xbox was a visual delight. Collaborating with BCN Visuals, the ad featured a full anamorphic 3D billboard. Those witnessing the advertisement could see 3D Xbox controllers seemingly flying out of the Sphere, reminiscent of the dynamic displays seen at Times Square. This vibrant ad campaign is part of Microsoft’s holiday marketing push, which also included a live-action trailer that aired during Thursday Night Football.
PlayStation, not to be outdone, showcased a 90-second spot for Marvel’s Spider-Man 2. The display saw Venom, one of the game’s antagonists, appearing to leap out of the Sphere. This ad’s debut was impeccably timed, coinciding with the commencement of Twitchcon in Las Vegas.
Marvel’s Spider-Man 2, developed by Insomniac Games, is set ten months post the events of Marvel’s Spider-Man: Miles Morales. This game has garnered extensive praise from critics, boasting a commendable Metacritic score of 91. Most of those who’ve played it refer to it as the greatest superhero hero game ever made. It might get nominated for GOTY at The Game Awards in December, alongside another late entrant in Super Mario Bros. Wonder. The success will likely lead to a standalone spin-off with Venom in the lead. More importantly, the game’s ending all but guarantees that Miles Morales and Peter Parker will be in for a world of hurt in Marvel’s Spider-Man 3.
