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2020 One Show - Digital Craft

The Birth of Gaming Tourism

Agency McCann / London + Craft/McCann / London + Momentum / London

Client Xbox / Microsoft
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Annual ID

OS_DC20_007S

About the Work

CHALLENGE Videogame marketing has always focused on characters and weapons. How could Xbox attract a new audience who didn’t care about the violence? IDEA We opened up a whole new sector: videogame tourism. Because games have become so vast and lifelike, you don't have to buy them for gameplay anymore, but as destinations to visit. The centrepiece - a partnership with global travel guide publisher Rough Guides - was 'The Rough Guide to Xbox', the first travel guide with advice entirely for virtual worlds. A physical guide that expanded and gave new meaning to the digital game-playing experience. Our writers and researchers spent months exploring Xbox's worlds, noting down points of interest in order to make the 'Rough Guide to Xbox' a genuine travel utility, just as for instance their 'Rough Guide to Italy' is. Except the villages to explore, monuments to visit, sights to see and info on money, accommodation and getting around are all in Xbox's richly-detailed games. It was not just a new lens on gaming, but a new lens on travel. RESULTS - Debuted in 29 countries and counting - 4x average response rate - 55% traffic increase - 67% above average engagement rate