Our task was to launch Xbox One and outsell rival PlayStation (who held strong pole position) in the biggest console launch in history. We needed a compelling point of difference to demonstrate that Xbox One is the must-have gaming experience. Xbox’s exclusive marquee game - Forza Motorsports 5 – had a release date coinciding with Xbox One, giving us a chance to engage a new audience of motorsports lovers, and bring the unparalleled reality of Xbox One to life.
Every one of Australia’s 2.2 million motorsports lovers harbour a (often unfulfilled) desire to be a race car driver on the iconic and feared Bathurst track. Drawing on the ultra-real experience of Xbox One, we set out to fulfil this desire by destroying the barriers between the gaming world and professional motorsports.
Our idea: Let’s create and train a team using Xbox One and then unleash them into the high stakes ‘race that stops the nation’ - Bathurst 1000.
We entered a wildcard V8 supercar team into the race. We then trained our international drivers using Xbox One. Successes on the day (top 10 finish) showed car enthusiasts how close Xbox could bring them to being a real race car driver.
Xbox One Racing became the most successful launch in Australian gaming history. Heading into the holiday season, Australia was the only market where Xbox One outsold PlayStation, by an astounding factor of 2:1.