Xbox is launching a campaign to highlight its new What Are You Playing? online game, designed to show off the Game Pass catalogue while taking on decision fatigue for gamers.

The campaign, which bears the same name as the game, emphasizes how easy it can be to choose a video game from a catalogue full of options with the new Xbox digital activation. The ad features how the game works, as it narrows down the list of titles on the Xbox Game Pass subscription service, by asking users a variety of questions.

“This campaign is a fun, playful way to reduce one of the barriers to gaming: decision fatigue. It’s hard to choose what to play when you have literally hundreds of options,” Matt Mamalyga, senior integrated marketing manager at Xbox Canada, tells strategy.

Mamalyga says the time-consuming experience of selecting the next game can be a barrier to enjoying the Game Pass catalogue, so the team decided to make the process more interactive. He adds that Xbox has often heard feedback that picking the next game to play on Game Pass can be a challenge, which informed the new campaign.

The campaign also is timely, because it highlights the brand when different companies in the same sector are competing for the public’s time and attention, says Mamalyga. Plus, it serves as a platform to raise awareness of Game Pass.

“We are trying to show fans and subscribers to Xbox Game Pass that the catalogue of titles in the service is vast and there is something for everybody,” Mamalyga says.

Xbox is launching the campaign in 17 markets, including Canada, with the help of different creators, who are receiving the game in physical form and promoting it on their social channels. The game will also be promoted through Xbox’s website, newsletter and app. Additionally, some markets are planning to incorporate the board game into in-person events and branded spaces throughout the summer and fall, Mamalyga says.

Salt XC is in charge of strategy, creative and execution on the campaign, with Veritas Communications handling public relations and communications.