The gaming console category is renowned for being fiercely competitive – so much so that the rivalry among the manufacturers has been dubbed ‘the console wars’. In the local market environment, our task in launching Xbox One X in Australia was substantial: create a unique launch moment that would deliver both widespread news headlines on a global scale and capture the hearts and minds of core fans as well as mainstream audiences. And whatever we did, had to be big enough to drive pre-orders, helping Xbox regain lost market share against competitors Sony PlayStation and Nintendo. We knew our product was of great quality with enticing features, but internal research revealed these differentiating features needed to be seen to be believed. With pre-orders a vital component of the success of a new console launch, this presented a problem, as consumers were unable to play the console before launch.

The Xbox Stay N’ Play pop-up hotel was situated in front of the iconic Sydney skyline in Pirrama Park, Pyrmont, with the first-of-its-kind establishment opening its doors from Friday 3rd November 2017 until Sunday 5th. It consisted of four private and bookable suites (each themed after an Xbox One X enhanced title) and an open-play lobby, allowing fans to experience the true power of Xbox One X in a unique and controlled environment. Each private suite could be booked for overnight accommodation and included 4K HDR televisions for super-sharp and smooth gameplay, Dolby Atmos-enabled headsets for cinema quality audio and a full selection of Xbox One X enhanced games. Bookings were accepted online on a first-come, first-served basis. Visitors without a booking could experience the Xbox One X in the open play lobby.