Xbox Game Pass

Xbox Game Pass is a monthly video game subscription service that gives you hundreds of high-quality games to explore for one monthly price.

To launch this ground breaking service, we partnered with Xbox to create a series of 360 campaigns to announce, launch and sustain the service on it’s path to 10 million subscriptions. The Discover Your Next Favorite Game campaign steered the messaging toward discovery and exploration after research showed that the first year’s campaign about price and quantity had run its course. It was during this campaign that the service hit it’s goal of 10 million subscribers.

Our visual identity system allowed Xbox Game Pass to fit well under the umbrella of the Xbox brand while also allowing it to have it’s own expressions different from the main Xbox parent brand. By using physical real-world signage as an early influence we were able to help brand Game Pass as a destination for gamers, rather than treating it merely as a subscription service. It unified the campaign across multiple mediums. And it was flexible enough to highlight a single IP or feature multiple IPs and it was adaptable to any size and application including video, print, OOH, digital, and a stream of social content.

Xbox Game Pass has more than 25 million subscribers today.