THE CHALLENGE
Xbox Live Gold subscriptions surged when new multiplayer titles dropped… then flatlined as the hype wore off. Players treated Gold like a one-month cover charge—sign in, squad up, peace out. Retention was in freefall.
THE INSIGHT
Our team dug into subscriber data and found a single, game-changing truth:
Players with 10+ friends on Xbox were far more likely to stay engaged and stay subscribed.
Gold wasn’t just a service—it was a social multiplier. The more connected you were, the more value you got from it. So we flipped the narrative.
THE IDEA
We repositioned Xbox Live Gold as more than a ticket to online play.
We turned it into a club where gamers belong.
Alone you are mighty. With others, you’re Gold.
THE EXECUTION
Experience Refresh
We redesigned the Xbox Live Gold pages—among the most visited on Xbox.com—to welcome players into the club. Clean visuals, new messaging, and a bold narrative centered on friendship, fun, and community.
Personalized Outreach
We created a targeted CRM campaign for players with fewer than 10 friends on Xbox. They received personalized invites to join the Gold club, discover new features, and connect with others through suggested friend links and multiplayer challenges.
Positioning Shift
We moved the brand from “pay-to-play” to “play-together.” Gold was no longer a transaction—it was the glue of the gaming experience.
THE RESULTS
+9 million new Gold memberships in one quarter
30% membership growth
Retention challenge solved
And seven years later, Xbox is still using the same strategic architecture and core messaging we built.
MY ROLE
As Creative Director, I led the brand strategy and creative execution across web, CRM, and product positioning. I worked closely with Xbox marketing, product, and UX teams to ensure cohesion across touchpoints—and made sure the message landed where it mattered: with the players.
