Case Study: Xbox proves 11x ROI at Gamescom with Sparks

Xbox proves 11x ROI at Gamescom 2025 with Sparks

Xbox, a global gaming brand, faced the challenge of quantifying the monetary return on its major investment in a large-scale exhibit at Gamescom 2025. While they could track attendance and engagement, they lacked a way to translate that data into a dollar value that could be compared to other marketing channels. They engaged the vendor Sparks to build a measurement program to solve this problem and prove the booth's ROI.

Sparks created two proprietary metrics: Earned Engagement Value (EEV) to measure the dollar value of in-booth interactions and Earned Event Impression Value (EEIV) to measure the value of the brand's visibility. This solution allowed Xbox to definitively calculate an 11x return on investment across 191,000 impressions, providing a clear and defensible value for their experiential marketing efforts that could be used in future budget conversations.

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