We broke into traditional cinema advertising reels with unexpected LIVE XBOX “commercials” in which racing games were played live on screen by members of the audience making each interaction a thrilling and realistic gaming experience. The unexpectedness, innovation and sheer scale of the communication using larger than life visuals and surround sound supported XBOX’s positioning as the “Next Generation of Gaming”. As games were played LIVE, the unpredictability of the outcome enhanced the audience’s excitement.

The attach rates (industry measurement) achieved over the December period for the platform were just under 6/1 which are the highest ever seen on a console gaming platform in its launch phase.

XBOX’S - PGR achieved the number one spot in terms of sales for the genre for that period.