Xbox FanFest is all about rewarding fans and connecting them with the global Xbox community through a combination of in-person and virtual events, exclusive access, content and sweepstakes. For 2022, the brand set out to “level up” its virtual event efforts by putting fans front and center “where they belong.”

Inspired by trivia nights hosted at local bars and pubs that consumers love, the team created its own game show called Xbox FanFest Trivia, a live broadcast that gave gamers the chance to put their fandom to the test. The experience was hosted on Twitch, where fans could chat with one another, participate in polls and post shoutouts. Xbox global product marketer and streamer/host Kelly Lombardi and Xbox community manager Malik Prince served as hosts of the competition.

Leveraging Xbox’s new Xbox Studios, the team created a hybrid IRL/virtual hangout. A custom photorealistic 3D digital set was infused with physical elements to give a depth of field for the broadcast experience. The set featured Xbox memorabilia and fandom with artwork. There was a FanFest Trivia trophy displayed; Xbox throwbacks were peppered throughout the space, which was designed as the “ultimate gaming hangout.”

Xbox also put fan favorites and community legends up on the main stage. Sandwiched between rounds were Larry Hryb, AKA Major Nelson, and Phil Spencer, Microsoft Gaming ceo, who kicked off the event with a hype video. Other Xbox team members like Brina Hatcher, Bobby Sithimorada and Ethan Rothamel made appearances to give fans behind-the-scenes looks at life at the company.

Ultimately, more fans signed up, participated and played than any other event Xbox has held, according to the team. More than 7,000 FanFest members signed up to play before the game, and viewership was up 1,412 percent from 2021 and across 52 countries (despite not utilizing any paid media). GG.