Entertainment, Activision and regionalization: Microsoft’s new strategies

During the CCXP23event organized in São Paulo in Brazil, we had the opportunity to interact with the different companies present at the event with content related to entertainment and game in general.

With Xbox, you can see a huge displacement of personnel, you can control the files, you can access the attractions, you can support people with disabilities, you can secure the stand and your supports, among other areas like multimedia and devices. in general. This branding effort is not very common compared to other events. In general, Xbox has focused on participating in events focused on gamewhether it be Gamescom, Tokyo Game Show, Paris Game Week and the release of E3. Although the exhibit had been seen at other ComicCons, it was nothing more than something small without any announcements or as many staff present.

In the case of CCXP23, they told us that the presence of the brand is not a coincidence, since it is linked to the 3 important facts that give rise to a new brand strategy that does not focus only on gamebut in entertainment in general.

Entertainment for all tastes, not just focused on game

For Xbox, the presence of CCXP is justified by the simple fact of displaying two high-impact licenses: Halo and Fallout. Practically two of the flagship licenses of Xbox and Bethesda which bring new features not only related to their respective series, but also to their content in their games as a service. Even so, with the focus being on the series directed by Paramount+ and Prime Video respectively, Xbox is totally linked to their production, whether because of the Fallout trailer which was shown for the second time during the Xbox conference, or the participation of Pablo Schreiber on stage alongside Phil Spencer and the revelation of certain details of the series, or even the presence of Melina Juergens as an actress of the brand. In this way, Xbox is expected to participate more in pop culture or events of general interest.

Pablo Schreiber with Phil Spencer on the CCXP stage

Xbox, Bethesda and Activision are fundamental pillars

According to Latin America PR Manager Jesus Grovas, Xbox is focused on improving its reach through the active participation of major Xbox studios Bethesda and Activision. The movement began precisely at CCXP23, being the first event where the brand was able to promote on its stand the games of the 3 new publishers, Activision, Blizzard and King. With tests of Diablo IV, Call of Duty MW3 and Candy Crush on Samsung cell phones. Xbox seeks to provide an experience for every type of user on any device in the Xbox ecosystem and even other devices.

First playable spaces with Activision properties

Regional integration, Xbox present in more places

Another strategy of the brand is to increase its presence in certain key regions and countries, in the case of Latin America, focusing on Brazil and Mexico with its main services like Xbox Game Pass, and by promoting the PC game pass throughout the region, a service that has had a great impact on PC users, who are more common than console users.

Exclusive CCXP vehicle for Forza Motorsport

Xbox stood out in 2023 for improving advertising dynamics, from day one games in Game Pass, Starfield advertising, presence at major events, among others. We can expect that in the coming months we will continue to receive news from Xbox, with releases like Infernal Blade II In the meantime, you will find that efforts are being made to further disseminate and promote the brand to different audiences.

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