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Ahead of the launch of Rare’s Sea of Thieves for Xbox One and Windows 10 on March 20th, Microsoft chose Piccadilly Lights to share enticing videos of the game and encourage pre-orders.

The UK gaming industry is the fifth largest in the world; in a competitive space with no shortage of games on offer, how do gaming brands reach their target audience?

Microsoft has a strong track record of choosing some of the biggest brand-building sites in out-of-home advertising.

Piccadilly Lights is no exception – a site visited by 100 million people a year, featuring only six brands at any one time and offering a full screen domination for 40 seconds every twenty minutes is exactly where the world’s biggest brands should be.

The campaign was booked by Carat and Posterscope.

For more on the story, visit the Ocean website.