The console giant has appointed marketing communications agency Kazoo to raise the service's brand profile at specific outdoor locations around the country, giving gamers an opportunity to try out the broadband gaming service for themselves.
Kazoo will be responsible for marketing activity not handled by incumbent creative agency McCann-Erickson.
Xbox has struck deals with third parties including five-a-side football firm PowerLeague and the Scream pub chain. The deal with PowerLeague will see Xbox Live consoles placed in football centres around the UK. Scream will place Xbox Pods in each of its pubs.
Xbox marketing manager Michelle Marchand said the strategy would enable it to tap into its target audience of young males.
"It's beneficial for both us and our partners because we are attracting our target market," she added.
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