Microsoft and Sony have both spent thousands of dollars this week in marketing campaigns at The Sphere in Las Vegas. The $2.3 billion attraction has been lighting up social media for weeks now, after U2 played the first-ever show at The Sphere last month<\/a>. On Thursday night Microsoft lit up The Sphere with its new Xbox marketing campaign, and just a day later Sony chose The Sphere to showcase Spider-Man 2<\/em>.<\/p>\n<\/div>\n Both companies may have paid as much as $450,000 to get their campaigns displayed on The Sphere, after pricing for creative spots at the attraction leaked earlier this month<\/a>. Microsoft worked with BCN Visuals to create its Xbox Sphere takeover on Thursday night, with a fully anamorphic 3D billboard on display that was similar to the takeovers we\u2019ve seen at Times Square in the past.<\/p>\n<\/div>\n The result saw 3D Xbox controllers flying out of The Sphere, as part of Microsoft\u2019s new Xbox marketing campaign<\/a> for the holidays. Microsoft has also created a live-action trailer that aired on Thursday Night Football and will run globally through the holidays.<\/p>\n<\/div>\n Sony followed a day later with its own 90-second spot featuring Spider-Man 2<\/em>, with Venom popping out of The Sphere. Both spots appeared just as Twitchcon starts this weekend, which is being held in Las Vegas this year<\/a>.<\/p>\n<\/div>\n<\/div>\n