{"id":395,"date":"2026-05-14T13:00:00","date_gmt":"2026-05-14T13:00:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/xbox-11x-return-gamescom-experiential-2\/"},"modified":"2026-05-27T12:42:35","modified_gmt":"2026-05-27T12:42:35","slug":"xbox-11x-return-gamescom-experiential","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/xbox-11x-return-gamescom-experiential\/","title":{"rendered":"The New Math of Experiential: Inside Xbox&#8217;s 11x Return at Gamescom"},"content":{"rendered":"\n<div class=\"l-block-editor\"><!--[--><section id=\"tldr\" class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h3>At a Glance<\/h3>\n<ul><li>Xbox&#8217;s Gamescom 2025 booth drew 100,000+ visitors and 500M+ digital impressions over five days.<\/li><li>Sparks measured the activation at 11x ROI using two new proprietary frameworks: EEV and EEIV.<\/li><li>The frameworks translate live brand experience into metrics CMOs, media teams, and digital teams can act on.<\/li><\/ul><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section id=\"intro\" class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p>What does a great <a href=\"https:\/\/www.wearesparks.com\/our-work\/\" target=\"_blank\" rel=\"noreferrer noopener\">experiential marketing program<\/a> actually deliver? It&#8217;s a question the industry has wrestled with for years \u2014 and one that Sparks is answering with hard numbers.<\/p>\n<p>This week, GamesBeat published a feature on how Sparks worked with <a href=\"https:\/\/www.xbox.com\/en-US\/\" target=\"_blank\" rel=\"noreferrer noopener\">Xbox<\/a> to measure the performance of the game company&#8217;s multi-faceted booth at <a href=\"https:\/\/www.gamescom.global\/en\" target=\"_blank\" rel=\"noreferrer noopener\">Gamescom<\/a> 2025. <\/p>\n<p>The activation drew more than 100,000 visitors over five days \u2014 more than a quarter of the conference&#8217;s total attendance \u2014 and generated more than half a billion digital impressions. Sparks&#8217; role was to quantify what that performance was actually worth.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[15px] 2xl:h-[30px]\" with-spacing=\"false\"><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section id=\"earned-engagement-value\" class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h2>Introducing EEV and EEIV: A New Measurement Framework for Experiential<\/h2>\n<p>Sparks SVP Marc Herron and VP of Measurement &amp; Analytics Lisette Sheehan developed Earned Engagement Value (EEV) and Earned Event Impression Value (EEIV) to capture what standard event metrics miss.<br><br>EEV quantifies the dollar value of active, on-site engagement \u2014 the hands-on time attendees spend with a brand. EEIV captures broader exposure: foot traffic, social media reach, and the passive impressions an activation generates beyond its footprint. Introduced together, the two metrics translate experiential performance into terms that resonate with digital and media teams. As Marc told GamesBeat, the combined picture creates &#8220;a really compelling experiential story for pretty much any brand.&#8221;<br><br>Xbox&#8217;s Gamescom booth proved the framework out. An 11x ROI, validated by a measurement model built to be legible across the full marketing organization.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-padding-block content-[''] h-[15px] 2xl:h-[30px]\" with-spacing=\"false\"><\/section><section id=\"measurement\" class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h2>Why Measurement Is the Frontier for Experiential Marketing<\/h2>\n<p>As trust in traditional and AI-generated media continues to erode, live experience carries more weight than ever. Sparks projects that experiential will grow as a share of brand marketing spend over the next five years \u2014 and EEV and EEIV reflect Sparks&#8217; position that growth has to be defensible at the CMO level.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-padding-block content-[''] h-[15px] 2xl:h-[30px]\" with-spacing=\"false\"><\/section><section id=\"quote\" class=\"c-testimonial block-padding-x overflow-x-clip overflow-y-visible\"><figure class=\"bg-gray-1 text-sparks-black relative block-padding 4xl:p-[90px]\"><div class=\"overflow-hidden\"><figcaption class=\"mb-7 md:mb-10\" data-aos=\"fade-up\"><div class=\"a-section-label text-lg md:text-xl leading-none tracking-widest uppercase font-semibold text-[color:var(--was-accent-color)] text-gray-4\"><!--[-->Marc Herron, SVP Strategy, Sparks<!--]--><\/div><\/figcaption><blockquote class=\"s-wysiwyg font-semibold md:text-[max(2rem,3rem)] leading-[1.05]\" data-aos=\"fade-up\"><p>Everyone knows that experiential delivers what media can&#8217;t deliver. There&#8217;s more depth in the experience with your attendee; there&#8217;s a qualitative reach that you can&#8217;t get out of traditional media.<\/p>\n<\/blockquote><\/div><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -left-[1rem] md:-left-[2rem] lg:-left-[3.5rem] top-[2rem] md:top-[4rem] lg:top-[5rem]\" data-aos=\"fade-in\" data-aos-delay=\"500\" data-aos-offset=\"0\">\u201c<\/span><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -right-[1rem] md:-right-[2rem] lg:-right-[3.5rem] -bottom-[2rem] md:-bottom-[4rem] lg:-bottom-[4.5rem]\" data-aos=\"fade-in\" data-aos-delay=\"200\" data-aos-offset=\"0\">\u201d<\/span><\/figure><\/section><section class=\"c-padding-block content-[''] h-[10px] 2xl:h-[15px]\" with-spacing=\"false\"><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section id=\"framework\" class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h2>The Framework Scales to Any Event Size<\/h2>\n<p>While Gamescom is one of gaming&#8217;s marquee annual events, Marc noted that the measurement playbook Sparks applied at Xbox works equally well for <a href=\"https:\/\/www.wearesparks.com\/our-work\/\" target=\"_blank\" rel=\"noreferrer noopener\">activations of any size<\/a> \u2014 and that smaller, more focused programs may actually yield stronger EEV results, where deeper engagement has more room to compound.<\/p>\n<p>Sparks&#8217; Measurement &amp; Analytics practice connects program performance to business outcomes through proprietary frameworks \u2014 making experiential investment defensible at every level of the organization.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section id=\"cta\" class=\"c-cta-block\" with-spacing=\"false\"><div><img decoding=\"async\" class=\"a-img\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/gamesbeat-logo_2026-05-14-174938_dnjc.png\" alt=\"Gamesbeat Logo\" width=\"640\" height=\"640\" srcset=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/gamesbeat-logo_2026-05-14-174938_dnjc-1.png 400w\" type loading=\"lazy\"><\/div><div class=\"mt-7 sm:mt-0\"><h2 class=\"whitespace-pre-line text-2xl font-semibold\">Read the full feature on GamesBeat.com<\/h2><div class=\"text-center sm:text-left\"><a href=\"https:\/\/gamesbeat.com\/the-new-math-of-experiential-how-xbox-and-sparks-achieved-an-11x-return-at-gamescom-2025\/\" target=\"_blank\" type class=\"a-button a-button--component_a a-button--variant_solid group inline-flex items-center justify-center gap-1 transition duration-300 truncate text-base font-semibold py-3 px-6 border min-w-[10rem] bg-sparks-black text-white border-sparks-black hover:text-sparks-black hover:bg-transparent group-hover:text-sparks-black group-hover:bg-transparent mt-7 sm:mt-4\"><!--[-->Read Now<!--]--><!--[--><!----><!--]--><\/a><\/div><\/div><\/section><!--]--><\/div><!----> <!----><!----><!---->\n","protected":false},"excerpt":{"rendered":"<p>At a Glance Xbox&#8217;s Gamescom 2025 booth drew 100,000+ visitors and 500M+ digital impressions over five days. Sparks measured the activation at 11x ROI using two new proprietary frameworks: EEV and EEIV. The frameworks translate live brand experience into metrics CMOs, media teams, and digital teams can act on. What does a great experiential marketing [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":2150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The New Math of Experiential: Inside Xbox&#039;s 11x Return at Gamescom - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New Math of Experiential: Inside Xbox&#039;s 11x Return at Gamescom - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"At a Glance Xbox&#8217;s Gamescom 2025 booth drew 100,000+ visitors and 500M+ digital impressions over five days. Sparks measured the activation at 11x ROI using two new proprietary frameworks: EEV and EEIV. The frameworks translate live brand experience into metrics CMOs, media teams, and digital teams can act on. What does a great experiential marketing [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/\" \/>\n<meta property=\"og:site_name\" content=\"Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-14T13:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-27T12:42:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/xbox-gamescom-2025-booth-sparks-hero-7.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Sparks Marketing\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sparks Marketing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/\"},\"author\":{\"name\":\"Sparks Marketing\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#\\\/schema\\\/person\\\/c0d0fcac986d737fbd47359ef7086f4f\"},\"headline\":\"The New Math of Experiential: Inside Xbox&#8217;s 11x Return at Gamescom\",\"datePublished\":\"2026-05-14T13:00:00+00:00\",\"dateModified\":\"2026-05-27T12:42:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/\"},\"wordCount\":476,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2026\\\/05\\\/xbox-gamescom-2025-booth-sparks-hero-7.webp\",\"articleSection\":[\"Trends\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/\",\"url\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/\",\"name\":\"The New Math of Experiential: Inside Xbox's 11x Return at Gamescom - Sparks | Your Global Brand Experience Agency\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2026\\\/05\\\/xbox-gamescom-2025-booth-sparks-hero-7.webp\",\"datePublished\":\"2026-05-14T13:00:00+00:00\",\"dateModified\":\"2026-05-27T12:42:35+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2026\\\/05\\\/xbox-gamescom-2025-booth-sparks-hero-7.webp\",\"contentUrl\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2026\\\/05\\\/xbox-gamescom-2025-booth-sparks-hero-7.webp\",\"width\":1200,\"height\":630},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/xbox-11x-return-gamescom-experiential\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The New Math of Experiential: Inside Xbox&#8217;s 11x Return at Gamescom\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#website\",\"url\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/\",\"name\":\"Sparks | Your Global Brand Experience Agency\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#organization\",\"name\":\"Sparks | Your Global Brand Experience Agency\",\"url\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2026\\\/01\\\/sparks-logo.png\",\"contentUrl\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2026\\\/01\\\/sparks-logo.png\",\"width\":188,\"height\":68,\"caption\":\"Sparks | Your Global Brand Experience Agency\"},\"image\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#\\\/schema\\\/person\\\/c0d0fcac986d737fbd47359ef7086f4f\",\"name\":\"Sparks Marketing\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3f5f1d3f3108b0b33d25fc6187cab36f579a470cc19b2174f0c86944f5e1bb9e?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3f5f1d3f3108b0b33d25fc6187cab36f579a470cc19b2174f0c86944f5e1bb9e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3f5f1d3f3108b0b33d25fc6187cab36f579a470cc19b2174f0c86944f5e1bb9e?s=96&d=mm&r=g\",\"caption\":\"Sparks Marketing\"},\"url\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/author\\\/sparksmarketing\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The New Math of Experiential: Inside Xbox's 11x Return at Gamescom - Sparks | Your Global Brand Experience Agency","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/","og_locale":"en_US","og_type":"article","og_title":"The New Math of Experiential: Inside Xbox's 11x Return at Gamescom - Sparks | Your Global Brand Experience Agency","og_description":"At a Glance Xbox&#8217;s Gamescom 2025 booth drew 100,000+ visitors and 500M+ digital impressions over five days. Sparks measured the activation at 11x ROI using two new proprietary frameworks: EEV and EEIV. The frameworks translate live brand experience into metrics CMOs, media teams, and digital teams can act on. What does a great experiential marketing [&hellip;]","og_url":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/","og_site_name":"Sparks | Your Global Brand Experience Agency","article_published_time":"2026-05-14T13:00:00+00:00","article_modified_time":"2026-05-27T12:42:35+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/xbox-gamescom-2025-booth-sparks-hero-7.webp","type":"image\/webp"}],"author":"Sparks Marketing","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Sparks Marketing","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/#article","isPartOf":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/"},"author":{"name":"Sparks Marketing","@id":"https:\/\/www.thefreemancompany.com\/sparks\/#\/schema\/person\/c0d0fcac986d737fbd47359ef7086f4f"},"headline":"The New Math of Experiential: Inside Xbox&#8217;s 11x Return at Gamescom","datePublished":"2026-05-14T13:00:00+00:00","dateModified":"2026-05-27T12:42:35+00:00","mainEntityOfPage":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/"},"wordCount":476,"commentCount":0,"publisher":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/#organization"},"image":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/#primaryimage"},"thumbnailUrl":"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/xbox-gamescom-2025-booth-sparks-hero-7.webp","articleSection":["Trends"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/","url":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/","name":"The New Math of Experiential: Inside Xbox's 11x Return at Gamescom - Sparks | Your Global Brand Experience Agency","isPartOf":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/#primaryimage"},"image":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/#primaryimage"},"thumbnailUrl":"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/xbox-gamescom-2025-booth-sparks-hero-7.webp","datePublished":"2026-05-14T13:00:00+00:00","dateModified":"2026-05-27T12:42:35+00:00","breadcrumb":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/#primaryimage","url":"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/xbox-gamescom-2025-booth-sparks-hero-7.webp","contentUrl":"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/xbox-gamescom-2025-booth-sparks-hero-7.webp","width":1200,"height":630},{"@type":"BreadcrumbList","@id":"https:\/\/www.thefreemancompany.com\/sparks\/xbox-11x-return-gamescom-experiential\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.thefreemancompany.com\/sparks\/"},{"@type":"ListItem","position":2,"name":"The New Math of Experiential: Inside Xbox&#8217;s 11x Return at Gamescom"}]},{"@type":"WebSite","@id":"https:\/\/www.thefreemancompany.com\/sparks\/#website","url":"https:\/\/www.thefreemancompany.com\/sparks\/","name":"Sparks | Your Global Brand Experience Agency","description":"","publisher":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.thefreemancompany.com\/sparks\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.thefreemancompany.com\/sparks\/#organization","name":"Sparks | Your Global Brand Experience Agency","url":"https:\/\/www.thefreemancompany.com\/sparks\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.thefreemancompany.com\/sparks\/#\/schema\/logo\/image\/","url":"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/01\/sparks-logo.png","contentUrl":"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/01\/sparks-logo.png","width":188,"height":68,"caption":"Sparks | Your Global Brand Experience Agency"},"image":{"@id":"https:\/\/www.thefreemancompany.com\/sparks\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.thefreemancompany.com\/sparks\/#\/schema\/person\/c0d0fcac986d737fbd47359ef7086f4f","name":"Sparks Marketing","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3f5f1d3f3108b0b33d25fc6187cab36f579a470cc19b2174f0c86944f5e1bb9e?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3f5f1d3f3108b0b33d25fc6187cab36f579a470cc19b2174f0c86944f5e1bb9e?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3f5f1d3f3108b0b33d25fc6187cab36f579a470cc19b2174f0c86944f5e1bb9e?s=96&d=mm&r=g","caption":"Sparks Marketing"},"url":"https:\/\/www.thefreemancompany.com\/sparks\/author\/sparksmarketing\/"}]}},"_links":{"self":[{"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/posts\/395","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/users\/93"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/comments?post=395"}],"version-history":[{"count":5,"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/posts\/395\/revisions"}],"predecessor-version":[{"id":2149,"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/posts\/395\/revisions\/2149"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/media\/2150"}],"wp:attachment":[{"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/media?parent=395"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/categories?post=395"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thefreemancompany.com\/sparks\/wp-json\/wp\/v2\/tags?post=395"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}