Xbox, in collaboration with Mutiny, a subsidiary of Trailer Park Group, has launched an innovative campaign for PC Game Pass, aptly named “We Got You.” This initiative aims to enhance awareness and familiarity with PC Game Pass, positioning it as the premier destination for PC gamers.
Campaign Highlights
The “We Got You” campaign emphasizes that PC Game Pass caters to a wide array of gaming preferences, ensuring that players can find the titles they desire. The service boasts an impressive value proposition for PC gamers, featuring a continually updated library of high-quality games, access to new releases from first-party studios on launch day, a selection of EA PC games through EA Play, and exclusive member benefits, including perks from Riot Games.
In a bid to engage the gaming community, Xbox has partnered with notable gaming creators such as Bricky, Yvonnie, and TDawgSmitty. These influencers have made gaming-centric requests on their social media platforms, to which PC Game Pass has promptly responded with “We got you,” introducing new games on their release day and providing a unique PC-first experience. This interactive approach has fostered excitement and encouraged community involvement through live streamer playthroughs and PC-focused giveaways.
The campaign’s centerpiece, a dynamic video directed by Dave Laden of Hungry Man, captures a high-energy and self-aware essence, acknowledging its nature as an advertisement. Set to the infectious beat of BBNo$’s viral track, “It Boy,” the video features ten visually captivating vignettes inspired by beloved games. A comedic voiceover adds a playful touch, engaging viewers while highlighting the numerous benefits of a PC Game Pass membership.
A Tailored Approach
More than just a catchy slogan, the “We Got You” campaign serves as a direct response to the gaming community’s needs and desires. Mutiny’s visual identity for the campaign has been further developed by creative agency partner, PureRed, extending its reach through digital advertisements and impactful takeovers on gaming-centric platforms.
Noah Eichen, executive creative director at Mutiny, emphasized the campaign’s modular design, which allows for global outreach. “PC gaming has never been bigger, and players come from diverse backgrounds. We focused on creating content that could be easily localized and targeted to specific demographics. This required extensive coordination, but the results speak for themselves,” he remarked.
The campaign showcases a rich tapestry of players and iconic game studios, delivering an immersive experience that highlights the extensive library of games available through Xbox. Titles such as Call of Duty®: Black Ops 6, Indiana Jones and the Great Circle™, Microsoft Flight Simulator 2024, S.T.A.L.K.E.R. 2: Heart of Chornobyl, The Sims 4, League of Legends, Minecraft, Goat Simulator: Remastered, Football Manager 25, and Diablo IV are all part of the offering.
Connecting with Gamers
The diverse creative assets, spanning video, digital, and audio placements, underscore the impressive variety of games available with PC Game Pass, reinforcing the service’s broad appeal to gamers with varying tastes. Devina Hardatt, senior manager of Game Pass Integrated Marketing, noted, “Our goal was to create engaging, self-aware content that resonates with PC players globally while showcasing our understanding of their needs. This initiative is designed to reach potential members who may not yet recognize the full value of our offerings.”
PC Game Pass provides players with the opportunity to discover their next favorite games, granting access to hundreds of high-quality titles for just .99 per month. The service includes new PC games on their release day, iconic Bethesda titles, and a rotating selection of games from EA Play, ensuring a continually evolving library for gamers to explore.
Noah Eichen encapsulated the essence of the campaign, stating, “PC Game Pass delivers what every PC gamer craves: the highest quality games. Whether it’s brand-new releases, beloved indie titles, blockbuster hits, or timeless classics, our service offers an incredible catalog that gamers worldwide will appreciate. This campaign, rooted in player truth, uses humor to connect directly with our audience, reinforcing our core message: whether you’re after day-one games, Riot Games benefits, EA Play, or a vast library of top-tier PC games—we got you.”
