One of the smartest things about how Sony has managed their marketing over the last few years is they've basically built around a very movie-like style. They basically pitch their flagship products like Hollywood tentpole releases, so each title is an "event". Very much like the MCU, each success has elevated the next, and as there haven't been any flops to disrupt the build, its gotten them a ton of momentum.
By comparison MS have been far less focused, mainly pushing franchise and ecosystem, which is more of a maintenance-mode approach than one which is driving their brand forwards. The problem they have is that even with their newly acquired studios they seem to be pivoting more towards a Netflix-style of approach, which is more product, but again more about supporting a service structure than elevating profile.