As the holiday season approaches, Microsoft has launched a new ad campaign titled "This Is An Xbox" to boost sign-ups for Game Pass. The campaign reiterates Microsoft's long-standing message: you don't need to own an Xbox console to enjoy Xbox games. This shift in strategy aims to expand market share by making Xbox games accessible on various devices.
Microsoft, currently trailing PlayStation and Nintendo, is investing heavily in this campaign. The ads will be displayed in major cities like San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, New York, and Berlin. A live-action trailer featuring the song "The Choice Is Yours" by Black Sheep has also been commissioned, adding a fitting soundtrack to the campaign.
Collaborations with brands such as Samsung, Crocs, Porsche, and The Happy Egg are part of the strategy. The ads creatively juxtapose products like Crocs with Xbox, highlighting the versatility of Xbox gaming. A massive billboard is set to debut in Times Square later this year, further amplifying the campaign's reach.
The Xbox Gear Shop is offering themed merchandise, including a t-shirt that humorously reads "This Is Not An Xbox," referring to the wearer. An online quiz challenges participants to identify what is and isn't an Xbox, adding an interactive element to the campaign.
This strategy isn't new; Microsoft Gaming CEO Phil Spencer has long advocated for expanding the Xbox ecosystem beyond dedicated consoles. He emphasized that "playing on Xbox" means engaging with the ecosystem on any device, whether it's an Android phone, Switch, or PC. Game consoles typically yield minimal profits compared to games and services, which is why Microsoft is aggressively promoting Xbox Game Pass to secure a steady revenue stream.
Despite recent layoffs affecting 2,500 Xbox employees, Spencer justified the cuts as necessary in a capitalist economy. This underscores Microsoft's focus on profitability and long-term growth.
Source link: https://www.gamespot.com
