Xbox: the birth of gaming tourism
Videogame marketing has typically focused on hero characters, guns and explosions. But gaming has become so much more. The graphics in Xbox games are now almost life-like. Open-world games are vast, and developers are increasingly including photo modes in their games. We showed people there’s another way to experience games, not just to play, to visit.
The Birth of Gaming Tourism Case Film
To launch a new era of digital tourism, Xbox partnered with Rough Guides to publish a fully functioning travel guide to virtual worlds. Written by official travel researchers, the book explores the stunning artistry, local sights, and hidden gems tucked inside Xbox’s most immersive games—treating digital landscapes as genuine travel destinations.
We launched the book at one of London’s largest travel expos. People could take a tour in a game while listening to an audio travel guide.
Instead of selling games, we sold destinations.
Live-streamed in-game tour groups.
