Outsourced Global Campaign Operations Propel Xbox to #1 Gaming Site Gaming is a highly dynamic market and satisfying hardcore customers means delivering products and content fast and furiously – like the game play itself. To keep global gamers engaged, marketing content must be locally relevant and impactful. Microsoft Xbox needed to ensure its digital marketing content resonated with each of its target markets, while still providing a consistently highquality, well-branded experience for all users.
FULLY INTEGRATED CONTENT WORKFLOW DELIVERS SPEED AND QUALITY To support its global Xbox business, Microsoft engaged in a multiyear agreement with Lionbridge to localize, publish and maintain Xbox.com content on 25 EMEA websites and three websites in Asia. Using its global project management teams in Dublin, and offshore teams in Mumbai, Lionbridge built a fully-integrated global campaign workflow to meet the challenge of publishing and maintaining both centralized and market-specific content. By leveraging the company’s network of in-market experts and highquality localization resources, the Lionbridge Global Campaign Ops service instills the cultural nuances needed to reach and excite Xbox fans around the world.
CHALLENGES ++Worldwide network of 28 localized websites
++High volume of marketing and support content
++High localization requirements to match local tastes and trends
BENEFITS ++Fully integrated workflow increases speed and efficiency of publishing
++Increased innovation across all Xbox.com websites This fine-tuned production model collaborates with multiple internal Microsoft stakeholders and Xbox creative partners to deliver true “follow the sun” operations and process large volumes of rich
© 2011 Lionbridge
++Rated #1 best website in the gaming industry, #11 overall best global website
content with rapid turnaround times and built-in cost efficiencies. In addition to content development, publishing and maintenance of the Xbox.com sites, Lionbridge helps to develop marketing plans, localized package designs, graphics and screen shots for user support, and testing of the Xbox games.
THE TOP WEBSITE IN THE COMPETITIVE GAMING INDUSTRY After putting Lionbridge into play, Microsoft has seen steady increases in creativity and innovation across the XBox.com site universe. The Xbox website has been rated best in the gaming industry by John Yunkerâ€™s 2011 Web Globalization Report Card and the #11 best overall global website. Xbox fans get up-to-the-minute information in the language and style they prefer.
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ABOUT LIONBRIDGE Lionbridge is a market leader in the globalization services industry. Through offices in 26 countries and more than 90,000 in-market experts, we help companies manage and improve their digital presence around the world with our suite of global marketing solutions. To learn more, visit globalmarketingops.com/contact