THE BIRTH OF GAMING TOURISM
The incredible picture quality of video games and the immersiveness generated by realistic landscapes gave birth to gaming tourism, which made more and more people explore games, rather than just focusing on traditional gameplay.
That’s why Xbox partnered with Rough Guides, to publish the first travel guide to the gaming worlds.
LAUNCHED IN JANUARY 2020 AT THE UK’S LARGEST TRAVEL EXPO
biggest holiday and travel event.
Together with an official press conference on the main stage we set up a promotional tourism stand. Visitors were able to explore the gaming worlds and have a look at the first copies of the book.
186 PAGES OF TRAVEL ADVICE. BUT FOR GAMES.
The eight titles included in the book were carefully curated in order to show a wide variety of destinations.
They all have an open-world element that allows you to wander and explore as you wish.
The IPs included are Forza Horizon 4, Shadow of the Tomb Raider, Tom Clancy’s The Division 2, Assassin’s Creed Oddyssey, Halo 5: Guardians, Sea of Thieves, Metro Exodus and Anthem.
TWO MONTHS AFTER LAUNCH...
OUR NEW WAY TO TRAVEL BECAME THE ONLY WAY TO TRAVEL
This was a campaign that started well before Covid-19 but gained added utility once the world could no longer travel.
IN-GAME WALKING TOURS & VIDEO CALL BACKGROUNDS
During lockdown, we hosted in-game walking tours based on the guidebook and turned our gaming destinations into official Microsoft Teams’ backgrounds.
A VIDEO GAME BRAND TURNED INTO A TOURIST BRAND
Like in real life, we created a set of souvenirs of the most iconic gaming destinations appearing on the book and sent them to gaming and travel journalists.
AVAILABLE NOW AT THE MICROSOFT STORE
All proceeds go to SpecialEffect, a charity that helps people with disabilities to enjoy video games.
AWARDS>
Cannes - GOLD - Direct - Data & Technology Gaming - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - GOLD - Brand Experience & Activation - Retail Experience & Activation - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - GOLD - Print & Publishing - Commercial Publications - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - SILVER - Brand Experience & Activation - Excellence in Brand Experience - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - SILVER - Entertainment Audiovisual Branded Content - Brand Integration & Sponsorships Partnerships - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - BRONZE - Direct - Direct: Sectors - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - BRONZE - Direct - Culture & Context - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - BRONZE - Brand Experience & Activation - Excellence in Brand Experience - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - BRONZE - Brand Experience & Activation - Brand Experience & Activation: Sectors - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - SHORTLIST - Titanium - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020/2021
Cannes - SHORTLIST - Industry Craft - Art Direction - Xbox 'The Birth of Gaming Tourism'/ McCANN London / 2020/2021
Cannes - SHORTLIST - Direct - Excellence in Direct - Xbox 'The Birth of Gaming Tourism'/ McCANN London / 2020/2021
Cannes - SHORTLIST - Media - Media: Sectors - Xbox 'The Birth of Gaming Tourism'/ McCANN London / 2020/2021
Cannes - SHORTLIST - Media - Branded Content & Entertainment - Xbox 'The Birth of Gaming Tourism'/ McCANN London / 2020/2021
D&AD - YELLOW PENCIL - Integrated - Collaborative Campaigns - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - YELLOW PENCIL - Entertainment - Experiential - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - YELLOW PENCIL - Entertainment - Integrated - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - GRAPHITE PENCIL - Writing for Design - Graphic - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - WOOD PENCIL - Direct - Integrated - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
D&AD - WOOD PENCIL - Gaming - Experiential - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
ANDY Awards - GOLD - Idea - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
ANDY Awards - GOLD - Craft - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
The One Show - GOLD - Branded Entertainment - Innovation in Branded Entertainment - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
The One Show - SILVER - Direct Marketing - Integrated Campaign - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
The One Show - SILVER - Digital Craft - Digital/Physical - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
The One Show - SILVER - Print - Booklets & Brochures - Xbox 'The Rough Guide to Xbox' / McCANN London / 2020
The One Show - BRONZE - Integrated - Co-Promotions - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2020
Epica Awards - GOLD - Native Advertising - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
Epica Awards - GOLD - Integrated Campaigns - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
Epica Awards - SILVER - Recreation & Leisure - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
Epica Awards - BRONZE - Direct Marketing - Xbox 'The Birth of Gaming Tourism' / McCANN London / 2021
Webby Awards - NOMINEE - Advertising, Media & PR Brand Strategy - Xbox 'The Rough Guide to Xbox' / McCANN London / 2020