Xbox decided to attract attention with unusual advertising, appealing to players tired of waiting. Microsoft's gaming division demonstrated that Xbox Game Pass allows access to all the biggest new releases at once.
A few years ago, publishers proudly showed photos and videos from the launches of their games, where crowds of fans waited for hours at stores. In the era of boxed games, such events were a celebration, an opportunity to meet like-minded people and discuss long-awaited releases.
Now Microsoft reminds us that times have changed. In the new video, players are standing in line for their dreams, but this is a symbol of the past.
Critical comments appeared in the advertising comments: fans criticize the corporation for rising subscription prices and aggressive marketing. Some write that Xbox is "mocking players," while others believe that instead of investing in new games, the company is "killing the brand."
The campaign continues with a second video, where Xbox appeals to nostalgia and shows dust being blown off a cartridge. The advertisement hints that this ritual is also outdated, because now everything is available through Game Pass. But this video was also met with a cool reception.
