Playmore.com appears on all above-the-line advertising and is seen by Microsoft as a key tool to build interest among the technology-savvy gaming community. It plans to create a slicker, faster version of the existing site, created by Dare Digital, in order to retain users' interest once they arrive on the site. A heavyweight online launch ad campaign during March pulled in more than half a million visitors.
The console brand has parted company with Dare Digital and hired Agency Republic, which already drives its customer relationship activity, alongside digital agency Lateral, to redevelop the site.
Playmore will grow to provide information on all Xbox games as well as gaming. It also acts as a showcase for the brand's advertising.
The existing site carried a preview of its flagship launch TV ad 'Champagne', which became popular as a viral clip before hitting TV screens. The ad has been banned by the ITC from being shown in its current form (Marketing, June 6).
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