The bite-size gaming relief on offer in the Xbox Live Arcade wasn’t pulling enough punters in. So we took the arcade and put it in their living room, bringing the core Xbox proposition of “game meets world’ to life. Streamed into the arcade screen was something to get our incredibly competitive gamers wanting to play – footage of a mysterious gamer achieving the highest ever score in ‘Geometry Wars Retro Evolved’ – one of the most addictive Xbox Arcade games there is. The response was a 20% open rate.