Case Study: Xbox engages fans with a viral ARG by Wildlife

Xbox drives 11,000 live viewers and 2,000 Discord members with Wildlife

The customer Xbox partnered with the vendor Wildlife to create an engaging alternate reality game (ARG) for the launch of a limited edition Cyberpunk 2077 console. Their challenge was to develop an interactive narrative that would deeply engage the game's dedicated fanbase and build excitement for the new product.

Wildlife conceived and built a full user journey centered on an interactive terminal that challenged players to hack a server by solving seven encrypted passphrases. The solution successfully generated massive community engagement, with over 2,000 members collaborating on a dedicated Discord channel and over 11,000 viewers on live streams. Wildlife's ARG created a legendary event within the gaming community, including one passphrase that took fans sixteen hours straight to solve.

Xbox