While people think to be a gamer you have to be good, the truth is most gamers actually suck. We’re not ignoring that any longer. Introducing the World’s Okayest Gamer Tournament by Xbox, the only competition where the more mediocre you are, the better your chances.
Xbox, where it’s ok to be just ok.
Insight: Most people suck at gaming.
Big Idea: Celebrate mediocrity by hosting the World’s Okayest Gamer Tournament.
Copywriter: Maggie Anderson
Art Director: Tej Malhotra
Case Study Video
Case Board
Campaign Stills
Xbox is giving shitty gamers a chance to shine, because honestly, most gamers suck. So, we’re hosting the World’s Okayest Gamer tournament, where mediocrity prevails.
TikTok
To recruit shitty gamers that will compete in the tournament, we’ll launch a campaign on TikTok, encouraging people to share others’ trash gameplay and nominate them to compete.
Digital Billboards
Once we start racking up competitors, we’ll share their trash gameplay with even more people by posting it on digital billboards in major cities, and encourage more mid gamers to join.
Discord
After finalizing the competitor list, the virtual competition begins. All competitors will be asked to stream their gameplay during the tournament on discord. And for viewers who can’t watch the stream, we’ll provide live updates to keep them in the loop, making sure they don’t miss out on the fails and fumbles.
X
Audience members will also get a chance to roast players via X.
Merch
We’re also dropping exclusive merch for fans and competitors who want to show off their mediocrity (as if their gameplay didn’t already show that enough).
In-person Tournament
After a weekend-long digital tournament, all competitors will be invited to compete at the in-person finals at Madison Square Garden. They’ll go head to head, fighting to decide once and for all who’s the most unremarkable.
Mockumentary
We’ll kick off the competition with Road to Okayness, a mockumentary featuring all our competitors’ training and fails leading up to the finals.
Trophy
Upon completion of the tournament, in-person and virtual audiences will vote for the best and worst player. Then after crunching all of the stats (including things like most time spent stuck in a corner), Xbox will crown the first ever World’s Okayest Gamer.
