Xbox Takes Us on a Journey Through Iconic Games for PC Game Pass

Xbox and Mutiny (a Trailer Park Group company) revealed their brand-new campaign for PC Game Pass—a bold, unexpected, and comedic initiative titled "We Got You." The campaign's goal is to amplify awareness and increase familiarity for PC Game Pass and solidify its position as the optimal destination for PC players.

With "We Got You," the brand is making it undeniably clear that PC Game Pass is where players with diverse tastes and playstyles will find the titles they crave. The service offers incredible value to PC players, including access to a constantly updated library of high-quality PC games, brand-new titles from first party studios on day one, a collection of EA PC games with EA Play, and member deals such as Riot Games benefits.

Xbox continues to prioritize players by expanding its offerings across devices while driving awareness about its PC offering to the PC gaming audience.

The campaign kicked off with a series of high-impact content partnerships with popular gaming creators, including Bricky, Yvonnie, and TDawgSmitty. These creators shared gaming-centric requests on their social channels, and PC Game Pass swiftly responded with "We got you" - dropping new games on day one and hooking them up with a unique PC-first experience. This interactive exchange further built excitement and encouraged direct community involvement through streamer playthroughs and PC-focused giveaways.

The campaign’s hero video content, directed by Dave Laden of Hungry Man, brings high-energy and self-awareness, with ads that embrace the fact that they are, indeed, ads. The creative is fueled by the driving beat of BBNo$’s viral hit, “It Boy,” as we move through ten visually striking vignettes inspired by iconic games. A comedic voiceover engages viewers with a playful and humorous tone, letting the diverse cast of PC players know that they are in a PC Game Pass ad, and speaks about the many benefits of a PC Game Pass membership.

The "We Got You" campaign is more than just a marketing slogan—it’s a direct response to the gaming community and their desires. At its core, the campaign promises to fulfill the wishes of PC players everywhere. Mutiny's campaign visual identity was also adapted by creative agency partner, PureRed, to extend the campaign through digital ads and high-impact takeovers across gaming endemic platforms.

“We built this campaign with a modular approach to ensure that we could reach a global audience,” said Noah Eichen, executive creative director, Mutiny. “PC gaming has never been bigger, and players don’t just fit one type of mold. To ensure we had representation and that we could reach players across the globe, we put massive emphasis on developing creative that could be easily localized and re-targeted to specific demographics as needed. It’s a massive undertaking that requires an unbelievable amount of coordination, but I couldn’t be more proud of what the team achieved.”

The campaign brings together a diverse range of players and iconic game studios to create an exciting, immersive, and visually stunning fourth-wall-breaking campaign that showcase the depth and breadth of games available with Xbox, including Call of Duty®: Black Ops 6, Indiana Jones and the Great Circle™, Microsoft Flight Simulator 2024, S.T.A.L.K.E.R. 2: Heart of Chornobyl, The Sims 4, League of Legends, Minecraft, Goat Simulator: Remastered, Football Manager 25, and Diablo IV.

The creative assets, brought to life across video, digital, and audio placements, highlight the incredible variety of games available with PC Game Pass and reinforce the service's benefits and broad appeal to players with a wide range of gaming preferences.

"Through our new PC Game Pass campaign, we set out to create fun, self-aware content that not only entertains PC players around the world but also demonstrates our deep understanding of our community and their desires," said Devina Hardatt, senior manager, Game Pass Integrated Marketing. "We went big and broad with this latest initiative to ensure we reached prospective members who might not yet know the full value our membership offers. Whether it's the excitement of playing new releases on day one, exploring a constantly evolving library of PC titles, or enjoying exclusive member deals and discounts—PC Game Pass has what you're looking for."

PC Game Pass helps players discover their next favorite games, providing access to hundreds of high-quality games for $11.99 per month. PC Game Pass includes new PC games on day one, like Call of Duty ®: Black Ops 6, iconic day-one Bethesda games, titles from EA Play, and new games added all the time to discover. 

“PC Game Pass offers something that we all know PC gamers love: the highest quality PC games. Whether that’s brand-new games on day one, fan-favorite indie games, blockbuster titles, or classics, we know the service offers an incredible PC catalog that gamers globally will enjoy. This campaign is rooted in that player truth but uses comedy to break through and speak directly to the player with our core message: whether you want day-one games, Riot Games benefits, EA Play, or a huge library of high-quality PC games—we got you.” said Noah Eichen, executive creative director at Mutiny.