THE CHALLENGE
Players want to be recognized, not just as users, but as individuals.
Xbox set out to celebrate each player’s year in gaming at global scale.
THE INSIGHT
Players don’t just want stats. They want to see themselves in the data.
THE IDEA
A fully personalized Year in Review experience, turning player data into a story of who you are as a gamer.
THE SYSTEM
We built a scalable platform that transformed raw player data into individualized experiences.
Each player received a personalized microsite with 80+ dynamic data points, visualized into a narrative designed for both reflection and sharing.
THE ACTIVATION
The experience launched globally across multiple languages, supported by shareable social formats that made participation visible and contagious.
MY ROLE
Led creative direction, strategy, and campaign conception, including messaging and execution of personalized content at scale.
THE RESULTS
40M+ personalized player experiences delivered
84% positive sentiment
1.5x open rate, 13x engagement vs benchmarks
100,000+ players shared their results, turning participation into advocacy
1,000+ press mentions
Multiple industry awards across ADDY, DMA, MIXX, and Webby
The program became a recurring global initiative for Xbox.
It launched a year before Spotify Wrapped.
