Xbox has done the totally unexpected (and also praiseworthy) for a gaming brand. Xbox and McCann London have launched seven audio learning layers and visual guides designed to support learning through play. The new audio learning journeys in the campaign, Beyond Xbox: Field Trips, are available on Xbox Game Pass and include Minecraft, Sea of Thieves, PowerWash Simulator, Microsoft Flight Simulator, Age of Empires IV, Grounded and Cities: Skylines.
Beyond Xbox: Field Trips provides young players with educational content which is woven into their games. The initiative builds on research showing that children who play video games are 1.88 times more likely to have “high overall school competence” [Source: Kovess-Masfety et al, 2016] than those who don’t play video games, so the project has been created as a facilitator to learning. The audio learning journeys teach valuable life skills such as problem-solving, team building, communication, and analytical thinking, as well as curriculum-related topics like the history of piracy and tidal systems. For example, in PowerWash Simulator, players jet-wash a Mars Rover while learning about its history and our solar system, a unique approach to engaging young minds.
Michael Flatt, Xbox EMEA marketing director, commented, “At Xbox, we believe in the power of gaming to inspire and educate. Beyond Xbox: Field Trips is a testament to this belief, showcasing the innovation that comes when we merge entertainment with education. McCann London’s idea to integrate insightful audio lessons into popular gaming titles gives players a truly unique and enriching learning experience. This initiative not only highlights the positive impact of video games but also underscores our commitment to leveraging technology for educational purposes.”
Xbox has partnered with Ukie’s Digital Schoolhouse, the trade body for the UK games and interactive entertainment industry specialising in play-based learning, to bring the learning experiences to its network of over 200,000 young people in 67 schools across the UK. It uses play-based learning to support over 14,000 teachers to inspire the next generation of pupils with the computing curriculum.
Involved in the development of the lesson plans is Ollie Bray, a prominent figure in the ed-tech field. Ollie is passionate about improving the lives of children and young people through the development of engaging learning experiences, playful approaches to teaching and learning, quality system leadership and innovative learning spaces (physical and digital).
Ollie Bray, co-author of the European Games in Schools Handbook,noted,“There is increasing evidence to suggest that play is one of the most powerful ways to learn. These interactive Field Trips allow young people to immerse themselves in both popular and culturally relevant video games while developing important skills and exploring a variety of learning outcomes. The project provides a unique take on experimental learning.”
Rob Doubal, joint-chief creative officer at McCann London, added, “We are very proud of the team for this idea which could have a huge impact on gaming and education. This level of innovation is only possible because of a strong and fantastic partnership with the team at Xbox and a shared ambition to go beyond. We imagine that we will start to see similar ‘learning layers’ in all forms of tech.”
The campaign launched with a hero five-minute documentary style film, going live on Xbox channels across social and YouTube. The film features experts across psychology, education, and innovative learning who talk about the benefits of gaming. It also includes first-hand testimony from the children themselves.
The aydio journeys are available on Spotify. They will be promoted across Spotify’s social channels and also in-app. The audio learning journeys are complemented by visual guides available on Xbox.com. The Beyond Xbox: Field Trips website here, created by Xbox and McCann London, houses related research, expert profiles, the documentary film, visual guides and information on the learning journeys.
Credits
Client: Microsoft Xbox
Creative Agency: McCann London
Production Agency: Craft London & Craft Mexico
Digital Agency: Clockwork
Production Company: Borderland
Music & Sound Production: Factory
Charity Partner: Ukie
Client: Xbox
Michael Flatt: Xbox EMEA Marketing Director
Florian Liewer: Senior Director – International, Integrated Marketing
Mark Rosasco: Senior Manager – International, Integrated Marketing
Creative Agency: McCann London
Polly McMorrow: CEO
Rob Doubal & Laurence Thomson: CCOs & Co-Presidents
Regan Warner: Executive Creative Director
James Crosby & William Cottam: Creative Director
(ex-McCann London) Sanjiv Mistry & Jamie Mietz: Executive Creative Directors
Tom Oliver: Business Director
Luke Brocklehurst: Account Director
Sophie Toy & Caitlin Wheeler: Account Manager
Annie Imam: Senior Project Manager
JJ Bender: Planning Director
Alex Passingham: Senior Planner
Lisa Carrana: Head of Design
Max Henderson: Design Director
Lexie Hoskins: Junior Designer
Production Agencies: Craft London & Craft Mexico
Jack Bayley: Director of Integrated Production, Craft London
Sarah Hall: Senior Producer, Craft London
Simon Halsall: Offline Editor, Craft London
Peter Pichnor: Colourist, Craft London
Seb Coker: Online Editor, Craft London
Clare Betts: Head of Business Affairs, Craft London
Jazz Casey: Creative Research Assistant, Craft London
Paige Cowan: Music Licensing, Craft London
Christian Schultz: Director, Craft Mexico
Rene Rocha: Executive Producer, Craft Mexico
Mauricio Caraveo: Producer, Craft Mexico
Estefania Cervantes: Offline Editor, Craft Mexico
Directors: Simon+Ben
Producer: Frances Ellis
Digital Agency: Clockwork
Darren Flory: Digital Engagement Lead
Michelle Vermeulen: Senior Web Project Manager
Music & Sound Post-Production: Factory
Jack Hallett: Senior Audio Engineer
Andy Isaias: Audio Engineer
Emily Thomas: Audio Producer
Charity Partner: Ukie
Shahneila Saeed: Director of Digital Schoolhouse and Head of Education
Ollie Bray, co-author of the European Games in Schools Handbook
