Xbox, a prominent Microsoft brand, has partnered with Snapchat to launch an innovative augmented reality (AR) campaign celebrating the release of *The Outer Worlds 2*. This ambitious marketing effort introduces a unique AR lens that transforms the moon into the game's iconic mascot, Moon Man. Notably, this marks Snapchat's first lens capable of scanning a celestial body, showcasing advanced AR capabilities.
The new Snapchat lens leverages phone compasses and celestial tracking technology, enabling users worldwide to scan the moon regardless of weather conditions. Once scanned, the moon animates with Moon Man's signature wink and smirk, directly linking the activation to Obsidian Entertainment's popular role-playing game (RPG). Users can also apply the lens to themselves for a personalized experience.
Beyond the digital AR tool, Xbox and Snapchat have also developed a real-life telescope inspired by in-game items from *The Outer Worlds 2*. This physical promotional piece, which will be featured in marketing materials, also integrates Snapchat AR technology, offering functionality similar to its digital counterpart.
Snapchat boasts a significant AR user base, with over 350 million people engaging with its AR technology daily, according to press materials. The platform has been actively expanding its AR capabilities, primarily through generative artificial intelligence (AI) tools and other software advancements. While Snapchat offers its own AR wearable, Spectacles, the device is primarily aimed at developers, differentiating it from consumer-focused products like Meta's AR glasses.
The *Outer Worlds* franchise has demonstrated strong commercial success, selling over 5 million copies as of 2023. Its developer, Obsidian Entertainment, joined Microsoft Studios in 2018, solidifying its place within the Xbox ecosystem.
Xbox Navigates Pricing Controversy
This innovative AR activation comes at a challenging time for Xbox, as the brand faces significant user backlash over recent pricing adjustments. In September, Microsoft increased Xbox console prices by $20 to $70, depending on the model. Concurrently, the monthly subscription price for its popular Game Pass Ultimate service saw a 50% hike, sparking widespread consumer criticism. However, recent reports suggest that the Game Pass price changes might only affect new users in specific regions.
The price increases have reportedly impacted Xbox's brand image, leading to unfounded online rumors that major retailers like Target and Walmart were discontinuing Xbox consoles and accessories. While both Target and Walmart have confirmed no plans to cease sales, Costco did discontinue the sale of Xbox hardware back in September, adding to the retail challenges faced by the brand.
