It can not be denied that the PS4 dominated the Xbox One console in terms of sales. Nintendo and the success of the Nintendo Switch, which has quickly become one of the best-selling video game consoles of all time. Despite this, the Xbox was ranked among the top 100 brands in the world, Sony and Nintendo not listed at all.
This ranking of the top 100 brands was established by the WPP Kantar Research Group. Nicknamed the BrandZ ranking, this list is compiled annually since 2006. Each year, the top 100 brands are ranked by calculating "the value that the brand contributes to business," according to the Financial Times. The BrandZ ranking accomplishes this goal by "combining financial and market data" with around 4 million consumer surveys of people living in 51 countries around the world.
On this year's list, the Xbox has been ranked as the 87th most valuable brand in the world. This is the only gaming brand strictly listed, although Microsoft has been designated as the fourth most valuable brand. The top 10 also includes Amazon (which took first place), Apple, Google and Tencent, all of which are at least somewhat involved in the video game industry.
Given the success of the Xbox competitors, some may wonder why this is in the top 100 list, unlike Sony and Nintendo. The report contains no answer, but we can speculate the reasons. A big possibility might be to leverage Xbox's cloud technology for its future technologies, with Microsoft Azure even able to power the PS5's online gaming services.
Another possibility would be the considerable money that Xbox generates through its various subscription services. Xbox Live Gold, Game Pass and the new Game Pass Ultimate contribute significantly to the profitability of the Xbox brand. And, with more energetic support than ever offered by Microsoft to Game Pass, it seems likely that the company will only get more monthly subscribers.
Xbox has also talked more about its next generation console than any other company, revealing specific details of the Scarlett Project at E3 2019. It does not matter who has played a role in the ranking of the brand, but still interesting that Xbox was designated as the 87th most valuable brand in the world while its competitors have not succeeded at all.
Source: Financial Times