idea
Xbox UNLOCK is a global experience that transforms urban spaces into unexpected gaming arenas. Players receive real-time notifications via the Xbox app when nearby screens become “playable.” From digital billboards to shop displays, elevators to train station panels – classic Xbox games take over public screens, inviting gamers to unlock and conquer their city.
Anything can an Xbox
it's a worldwide event where Xbox
transforms the city into a gaming playground.
insight
Gamers crave immersion beyond the console – they want to feel the game in the real world, to be surprised, seen, and challenged.
Xbox UNLOCK taps into this emotional thrill of discovery, transforming familiar environments into playful portals. It’s about turning passive spectators into active heroes – and cities into shared adventures.
outcome
The project reimagines Xbox not as a static console, but as a living network of experiences. UNLOCK proposes a event format with global and viral potential. It celebrates nostalgia through classic games, layered with next-gen interactivity and spectacle. The result: a concept that amplifies Xbox’s brand promise – to invite everyone to play, anywhere and everywhere.
There is one for everyone
Mini games will take inspiration from the most popular games on XBOX from different categories.
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