Xbox reinvents games as tourist destinations in new campaign

Film profiles real and fictional locations that can be explored inside games including Assassin's Creed Odyssey and Forza Horizon 4.

Microsoft Xbox has taken inspiration from tourism advertising for a campaign that promotes the ability to explore spectacular environments within its games.

Created by McCann London, "Visit Xbox" highlights the graphics of Xbox One X Enhanced games, which have been either updated or built specifically to take advantage of the improved Xbox One X console.

The work was created and directed by Jim Nilsson and Jacob Bjordal, and produced by Fire Without Smoke.

It includes a 70-second film in the style of a tourist board spot and a website featuring locations shot by in-game photographers. The site is intended to encourage gamers to find a destination they want to visit and buy a trip there – by purchasing the game, rather than booking flights.

In addition, Xbox is partnering Rough Guides, which is writing and publishing a guidebook of gaming worlds. Also, tomorrow (26 April) Xbox and game developers will host guided tours of open-world racing game Forza Horizon 4 on streaming platform Mixer, with these also being shown on digital screens at Westfield London.

Michael Flatt, global gaming marcom lead at Xbox, said: "With ‘Visit Xbox’, we want to inspire everyone to become a gaming tourist and explore breathtaking Xbox One X Enhanced worlds.  

"Our campaign offers destinations from the past, present and future; on our world and beyond. Together with the Xbox community, we will continue to find, curate and capture the most beautiful locations in games."

Laurence Thomson, chief creative officer at McCann UK, added: "This new type of ‘tourism’ offers people incredible new worlds to explore, from vibrant cities to exotic wildernesses to outer space. Game worlds are so rich and immersive; this campaign aims to showcase that beauty."

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