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[Update] Microsoft UK Takes Shot At Activision Over Destiny Advertising

by Mike Futter on Sep 05, 2014 at 09:59 AM

Update: Microsoft has removed the content that was found at the Destiny Fragrance website.The following text is now in place of the images we've captured (above, below). Unfortunately for Microsoft, the print ads don't disappear so easily.

Original Story:

Over the past couple of days, we’ve been sharing looks at some of the Destiny timed-exclusive content for PlayStation systems. Microsoft UK has taken the opportunity to speak out about its alleged inability to advertise the game in that country.

The official Microsoft UK Twitter account shared the image above, which relates to a “Destiny Fragrance” website. There, Microsoft shares with readers that Activision has prohibited the company from advertising Destiny.

Click to enlarge.

A Microsoft representative confirms to Eurogamer that the website is real. The company is also running print ads in the United Kingdom.

We’ve reached out to both Microsoft and Activision for comment. We’ll update should we receive a response.

[Source: Xbox UK on TwitterDestiny FragranceEurogamer]


Our Take
The ads are definitely cute, but they take aim at Activision. I can’t imagine that will be good for the relationship. It also seems a bit odd given Microsoft’s years long deal for early Call of Duty DLC and its own aggressive moves lately, specifically with regard to Rise of the Tomb Raider.

The ads on their own? Clever. The language about being prohibited from advertising Destiny and “smelling something is up”? Too inside baseball and potentially damaging to a key partner relationship.