Insight: For many gamers, Xbox isn’t just a console or service, it’s their third space, a digital space where they build friendships, share experiences, and feel a sense of belonging. Inspired by sociologist Ray Oldenburg’s theory of the “third place,” we recognised that Xbox plays a vital social role in the lives of players around the world.

Idea: In collaboration with students from the VCU Brandcenter, we created Squad Up, a copy-led campaign centred around the Squad Lobby, a virtual gathering space designed to connect gamers across all devices. The campaign reimagines Xbox as more than a gaming platform: it becomes a global social hub where players can find their people and play on their own terms.

Impact: Squad Up reframes the Xbox experience as inherently social, aligning with the brand’s mission to celebrate gamers wherever and however they play. By focusing on emotional connection over hardware, the campaign speaks to a diverse, international audience and reinforces Xbox’s role in shaping inclusive digital communities.