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By John Glenday | Reporter

November 29, 2021 | 1 min read

Xbox is building anticipation for the launch of Halo Infinite among Sky Sports viewers with a two-part branded content series in which footballers go controller to controller with YouTubers in a multiplayer battle for bragging rights.

Launched across Sky Sports social platforms, the clash of onside stars with their online counterparts sees Premier League footballers Michail Antonio and Wilfried Zaha make their play for victory against influencers Behzinga and Harry W2S.

The competitive quartet will be put through their paces via a series of challenges designed to separate the men from the boys within the sci-fi game environment, supported by the reveal of two trailers over the weekend.

These will be shown across linear TV, short-form VOD, Sky Go Linear and Sky Pub to build hype for Microsoft’s Christmas flagship to reach new and existing sports-minded gamers.

Creative for the campaign was produced by Sky Sports on behalf of Xbox from Microsoft, fresh from a vaccine take-up drive.

Marketing Brand Purpose Microsoft

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