Creating an immersive experience in Hong Kong is often limited by the city's lack of sizeable space and the cost that comes with it. By creating a virtual version of the Central Harbourfront in Hong Kong, we are able to create a festival-like experience just like the famous annual event held in the same space in the real world. Xbox HK works with us to create a theme park to promote the new release of Xbox Series X and S, and infused all Xbox elements and signature games into the world. Players will be able to explore the world, play games, and win prizes. The virtual world is also open to the public, allowing everyone to experience the festival-like atmosphere and enjoy the fun of gaming.
The Challenge
Xbox HK needed to create a high-impact launch event for the Xbox Series X and S in Hong Kong, but faced significant constraints. Physical space in the city is limited and expensive, making traditional large-scale promotional events challenging. Additionally, they needed to engage both existing Xbox fans and new potential customers in an innovative way that would stand out in the competitive gaming market. The challenge was to create an immersive, memorable experience that could showcase Xbox's new hardware and signature games without the limitations of a physical venue.
The Solution
We created a detailed virtual recreation of Hong Kong's iconic Central Harbourfront within Minecraft, transforming it into an interactive Xbox-themed carnival. This digital environment featured Xbox branding, game characters, and interactive elements from signature titles. The virtual festival included mini-games, challenges, and prize opportunities that mirrored real-world carnival experiences. By leveraging Minecraft's popularity and accessibility, Xbox HK delivered an innovative promotional experience that eliminated physical space constraints while creating an engaging digital destination that players could explore at their convenience, effectively showcasing the Xbox ecosystem to both existing fans and potential new customers.