RESHAPING AN EMERGING BRAND
Microsoft Xbox Game Pass was the latest offering from the tech company. They aimed to shift away from the console wars and position Game Pass as an one-size fits all gaming platform across mobile, desktop and console.
THE ASK
With Game Pass looking to enter the market as a revitalized service, they knew they needed to find a marketing approach that felt fresh, new, and communicated the value of gaming across platforms.
They wanted a holistic marketing approach, which we provided. But below, we’ll focus on the social media portion.
THE APPROACH
What it means to be a gamer now is different than it was 5, 10, 15 years ago. Everyone plays games now. This opened up a wide audience for us to target, so we began using syndicated audience research to better understand our gamers. What motivated them, why they played the games they played, and how they saw themselves and their friends.
That informed our social and content strategies and ultimately the approach for Game Pass across all touchpoints.
THE FINDINGS
Gamers aren’t Gamers
We saw that gamers who were spending at least 10 hours a week gaming didn’t self-identify as “gamers”. Gaming wasn’t something they saw separate from socializing, education, resting… it was just woven into all those habits.
Identity Matters
Seeing our audience’s interests, hobbies, self-identification, and sexuality was important. We don’t need to be overt about it, but full representation in genders, races, interests, etc. helped our creative feel memorable
Content is Community
Content that resonates across our audience is shared, tagged, commented on, and repurposed. It fits into the lives of our audience and creates a bond. To be more than a brand, our content has to reflect the people.
Diversify the Product
Gen-Z’s multi-faceted identity meant they were more likely to play indie and non-triple A games than other demographics. This allowed us to feature characters from lesser known titles and speak to communities that weren’t always given a seat at the table.
THE STRATEGY
Bespoke Channels
Our audience approaches each platform differently; they’re the same people, but interact and engage in unique ways. This meant we developed a bespoke approach and strategy for each recommended platform, complete with cadence, content type, tone of voice, and more.
Tone of Voice
Seeing our audience’s interests, hobbies, self-identification, and sexuality was important. We don’t need to be overt about it, but full representation in genders, races, interests, etc. helped our creative feel memorable
Games are Platforms
More than ever videogames are being treated like platforms to other objectives. Positioning our content to reflect the relationships, commerce and entertainment they provide reflects not only the value of Game Pass but also our audience’s interests.
THE ContenT
Provide Value
Ultimately, showing up in the right spaces with the right content is seen as value to our audience. Social media can feel like a space of give and take. Providing value will inspire our audience to take action without feeling like they were shortchanged.
