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Microsoft signed up design agency Pci:Live to turn a Spanish amusement park into a brand experience to preview games for the IT giant’s Xbox console. The two-day X02 event at Isla Magica near Seville on 24-25 September was att-ended by 850 people comprising Microsoft’s trade partners, the European media and 100 winners of a Radio One competition. Guests were able to have a go on the park’s rides as well as try out the new games, which are being released in time for Christmas, on demonstration units placed around the park. Video footage of the games was screened in the park’s amphitheatre while Xbox images were projected on to a 16m high water-screen. The event also saw the unveiling of an Xbox Live online gaming offer. The first day came to a close with a two-hour live set by Groove Armada. The second day consisted of informal talks with games developers, publishers and Xbox representatives. Microsoft account director Mike Jackson said: “The Xbox tagline is ‘Playmore’, so when we found the theme park it made perfect sense to hold the event there. It was the first time Isla Magica had been used for a corporate event.” Pci:Live was appointed following its successful production of the X01 event in Cannes last year (Marketing Event, Nov/Dec).