SHIFTING WHAT XBOX MEANS TO PC GAMERS
The definition of Xbox has evolved. From a console, the brand had expanded to a subscription gaming business that allowed gamers to play across PC and select connected devices.
The challenge?
How do we tell PC gamers about this redefinition without alienating the Xbox core.
A DEEP DIVE INTO THE SITUATION
AUDIENCE INSIGHTS
Using proprietary research, we developed lookalikes around two key PC Gaming audiences to glean insights on how to best message them. Then we dove into the many PC gaming sub-communities based on the types of games they liked to play, from Survival Shooter fans to MMO fans, to Modders.
THE COMPETITION
We did content audits of the top PC game launchers, reviewing their marketing and content. We inferred some messaging best practices based on sentiment and engagement.
MESSAGING STRATEGY
A journey of discovery
Given our audience’s passion for the games industry and perpetually online lifestyle, the best approach was to simply be upfront and transparent…
The good news? Xbox is changing for the better. More focus in game development and expanding its ecosystem so gamers can play on every platform.
For the core Xbox console fan, this was also the right move. Instead of being confused when Xbox talked about League of Legends, they’d celebrate the expansion of what Xbox means through more services and games to play.
The Playbook
We worked with the social COEs to develop a multi-step messaging framework that revolved around different PC gaming communities and major announcements. Each phase of the framework included:
Key Messaging themes with thought starters to get creative teams inspired
How to measure success for each phase, from metrics and sentiment goals to keywords to monitor
A channel strategy dictating each channel’s roles and which messaging theme to prioritize
Content implications that gave creative teams a start on which types of content and gaming influencers to focus on