Xbox returned to the Brasil Game Show 2017 with an immersive activation designed to spark excitement, fuel community engagement, and emotionally connect with over 300,000 gaming fans. For the third year in a row, Microsoft trusted VOQIN’ to craft an unforgettable brand experience at Latin America’s biggest gaming event, blending fantasy, competition, and emotional immersion.
Xbox at Brasil Game Show
Immersive Brand Activation That Turned Fans into Heroes
/ Type
Brand Activation
THE CLIENT
Microsoft Xbox
THE CHALLENGE
In the hyper-competitive and noisy environment of a major gaming convention, the challenge was clear:
How could Xbox stand out from the crowd, create deep emotional engagement with fans, and turn a standard booth into a memorable brand journey?
The goal was not just to showcase new releases, it was to make fans feel part of the Xbox universe.
THE SOLUTION
VOQIN’ designed and delivered a fully immersive stand that transformed product interaction into emotional connection. Instead of simply playing games, visitors were invited to live them.
This wasn’t a booth. It was a multi-sensory emotional journey — from high-stakes play to laughter-filled moments of surprise.
/ Game-themed fantasy sets allowed fans to physically step into the worlds of Xbox’s biggest titles.
/ Live tournaments gave players the first chance to try unreleased games, igniting a sense of exclusivity and adrenaline.
/ A standout activation featured a towering platform where players who lost could jump into a massive ball pit — turning defeat into a moment of joy.
/ Even the photo area was reimagined: visitors could become the face of their favorite Xbox cover, capturing memories that blended personal identity and brand storytelling.
THE RESULT
Over three high-energy days, the Xbox stand became the heart of the Brasil Game Show.
The experience sparked constant movement, genuine connection, and left a mark on everyone who stepped inside.
Visitors didn’t just leave with merch — they left with stories, smiles, and a strengthened bond with the Xbox brand.
The project was a living proof of VOQIN’s Emotional Thinking mMethodology, which transforms branded spaces into emotionally charged memories.
The impact was widely recognized, with Xbox being awarded Best Stand of BGS 2016 by IGN, the world’s largest video game media outlet.
300
k
Participants
1.5
+
Millions of Impressions on Twitter & Instagram
4900
New Facebook Likes During Event Window
782
Qualified Leads Captured On-Site
