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.
