Three young women taking a selfie in a dimly lit, colorful venue with neon signs. The woman on the left has long, wavy red hair and wears a black jacket, the woman in the middle has long hair, wears sunglasses with reflective lenses, and makes a 'peace' sign with her fingers, the woman on the right has straight hair, wears glasses, and makes a peace sign with her fingers.

GAME SQUAD
Powered by Xbox

WORK INCLUDED

1. Concept & Idea development

2. Content production 

3. Influencer collaborations

4. Omni channel distribution

5. Event activations

Beyond Gaming: Xbox as Everyday Culture

Traditional gaming campaigns often miss a large group of people who play but don’t identify as “gamers.” Xbox set out to grow Game Pass in the Nordics by reaching these overlooked audiences and reframing gaming as part of everyday culture, not just a niche or “nerdy” hobby.

We launched GAME SQUAD powered by Xbox: a creator-led initiative built on authentic storytelling. The strategy connected gaming with music, lifestyle, and streaming to make Game Pass feel accessible, fun, and culturally relevant

The squad featured three diverse voices:

  • Bell – Swedish artist blending music and gaming, and a strong advocate for mental health

  • Anji – Swedish artist and creator with deep community values

  • Ailincia – Norwegian streamer known for humor, inclusion, and representation

Together, they created content that bridged gaming with broader culture and resonated across multiple communities.

Outcome
Game Squad positioned Xbox Game Pass as more than a subscription – it became part of mainstream culture across music, lifestyle, and community, engaging new Nordic audiences that traditional gaming marketing had overlooked. 

51M Unique reach

Two women standing in front of a black and white checkered backdrop with Elle Galan 2025 logos and other sponsor logos. The woman on the left with black hair and glasses waving her hand, wearing a black leather jacket with 'GAME PASS' written on the sleeves. The woman on the right with long reddish hair in a braid, wearing a similar black leather jacket with a neon green 'XBOX' logo on the back and a white lace skirt.
Black background with white stylized text that reads "GAMER" and smaller text below that says "Powered by Xbox Game Pass."
Three young women at a dark event, one holding an Xbox controller box, posing together and smiling for the camera.

1.2M
Positive Interactions

Three women gather around a woman with black hair, glasses, and a plaid shirt, who is holding a gaming controller. The woman on the right makes a peace sign and sticks her tongue out, while the woman on the left has wavy red hair and holds a yellow gaming controller. The background is dark, and there is a logo for Xbox Game Pass at the bottom.
A young woman with long hair and light skin wearing headphones, smiling and looking at a screen in front of her, with a blurred background featuring the Intel logo.
A young woman with long wavy hair wearing headphones and a colorful sweater, smiling while speaking into a microphone in a recording studio.

ROAS 18x

See more work