Objective

Xbox social has long had a strong connection with fans. From day one, we’ve taken the approach of speaking to our community like friends. In 2022, we challenged ourselves to grow our audience. How could we expand beyond the core of traditional gamers, and speak to everyone who enjoyed playing games?

Strategy

The answer was deceptively simple: celebrating all players and all types of play. Using Xbox Game Pass to show off the breadth of gaming genres and the many ways to play them allowed us to expand our community. We highlighted lesser-known games that appealed to different types of players. We focused on inclusion and representation, ensuring our content reflected our diverse audience. We even launched a new TikTok, encouraging players to find their next favorite game.

Results

In 2022, Xbox social saw:

·           5.9M fan and follower growth

·           2.8B impressions

·           59.1M engagements

·           563.8 video views

We were able to grow our audience by evolving our message and expanding our focus.  Xbox social continues its efforts to make its thriving community a home for anyone who enjoys games.

Media