Nintendo operates on different rules due their absurd array of reliable IPs. I get the sense that MS, Sony are still trying to sort out their own "Mario, Zelda, Pokemon" clone with mainstream movies/merch potential and all that entails.
Or do they have an "absurd array of reliable IPs" because they operate differently?
Just that Halo was the closest IP in terms of prestige.
ie Pikachu has already sold a lunchbox by the time you have explained what the space marine guy is about.
This all seems really simple-minded but having identifiable brands are incredible business. I definitely see MS and Sony trying to Mario-ify their characters. Aloy/Horizon Zero Dawn is a good candidate for this.