Microsoft received a lot of criticism for its initial reveal of the Xbox One. This was largely due to the lack of focus on gaming. Microsoft was able to save face during E3 as it dropped the bomb on good amount of launch titles such as Forza Motorsport 5 and Ryse. Microsoft has also done a 180 with its DRM policy and used game policy, all while trying to save face and catch up with Sony as its PlayStation 4 dominates pre-order sales.
The NFL season kicked off over the weekend. If you're a football fan, you've undoubtedly seen the commercials for the Xbox One. Sony hasn't even shown anything on television yet promoting the PS4, and they might not have to. Reason being, if you're not a gamer and are unsure what the Xbox One is, you would probably think that this would be a $500 fantasy football machine.
Most likely having to do with Microsoft's exclusive deal with the NFL, there were no games shown. All the advertisements shown are pictures of the new dashboard and NFL footage showcasing the fantasy football integration. Once again, Microsoft isn't catering to gamers, and are trying to benefit monetarily by showcasing the features they charge for. Not to mention, most of the features will most likely require at least an Xbox Live Gold subscription.
Sony has yet to show a commercial for the PS4, so casual gamers who don't frequent the internet haven't been fully introduced to the upcoming system. And technically, with these commercials, the same can be said about the upcoming Xbox One. This might have to do more with a request from the NFL, but Microsoft could've atleast thrown in some game footage since, the general understanding is, it's a game system.