Microsoft Gives Away Xbox Game Pass Codes During English Football Game

In a new marketing move, Microsoft distributed Xbox Game Pass codes for absolutely free to viewers during the UEFA EURO Qualifier game between England and North Macedonia. These codes, which were apparent on the advertising board and flashed across many times in the 90-minute duration, rewarded you with one free month of the service. Hence, it seems like the tech giant is finally stepping into the field of sports to advertise Xbox.

If you’re watching #ENGMKD in the ground or on TV.

Wait for the advertising boards to show for Xbox – we’re giving away hundreds of Game Pass codes for fans to play FIFA 23 (and all the other games) https://t.co/fgE2MKT9qK pic.twitter.com/BSgNkir0tN

— Samuel Bateman (@samuelofc) June 19, 2023

Devised by Xbox UK’s marketing lead Samuel Bateman, this new move is a part of the company’s #ScoreMoreWithXbox initiative in Football. As per Bateman, the company gave away hundreds of Xbox Game Pass codes by advertising them on the perimeter boards during England vs North Macedonia. Unsurprisingly, FIFA 23 was the face of this marketing push but the codes also let you play every other game on the service.

In addition, the UK Marketing Lead for Xbox also invited FIFA influencers from the country to popularise this event. ShaunaGames and Chris Wood were just two of the content creators who were at the game on behalf of Xbox to make the community aware of this opportunity. According to one reply under ShaunaGames’ tweet, one lucky person was able to claim an Xbox Game Pass code on the far right of the advertising boards.

I got the one on the far right, thank you

— ……. (@downset111) June 19, 2023

In one way or another, sports have always been a big part of the gaming industry and it looks like Xbox is finally utilizing its marketing potential. The company’s main competitor, Sony, has been part of the football hemisphere for several years now. It has used the immensely popular UEFA Champions League to market its consoles, first-party games, and much more as a main sponsor.

The PlayStation logo is always apparent during a UCL fixture and when you Consider how the tournament’s 2023 final was seen by 450 million people worldwide, this marketing strategy seems necessary. Xbox also makes such moves with major brands and develops new marketing innovations like ads in video games all the time. But, it hasn’t really tapped into the sports area of the industry before this.

Xbox Game Pass did run a promotion for FIFA 23 as the game was available on the service through EA Play. When you factor in how it’s one of EA’s most profitable titles and recently broke a major franchise record, this was a brilliant move. However, it still needs to market in major sports events like the World Cup or UCL Final that have hundreds of millions of casual viewers.

Using the sporting industry to indoctrinate your brand into people outside the gaming community is a no-brainer move and one that Sony has been making for years. Hopefully, Xbox ramps up its collaboration with sporting events following this brilliant marketing move.