Xtadium
WePlay were appointed by Xtadium to manage their social channels on behalf of YBVR, utilising the app’s unique VR headset to immerse their audience in the world of sports Meta Quest.
Xtadium
WePlay were appointed by Xtadium to manage their social channels on behalf of YBVR, utilising the app’s unique VR headset to immerse their audience in the world of sports Meta Quest.
Xtadium, a cutting-edge VR sports streaming application, partnered with WePlay to create and implement a marketing and social media strategy that puts VR users in the front row of premium sports content.
Revolutionising how sports fans interact with sports, our main objective was the creation of social ‘snackable’ content that would showcase the capabilities of the technology and the multi-format viewing that users could tap into.
Working across TikTok and Instagram, the main value metric is engagement, growing the app’s visibility as well as the presence it has within sporting markets, increasing the buy-in of broadcasters with global sporting rights.
We implemented a content calendar for Xtadium, positioning them as the destination for premium immersive sports experiences in VR, particularly for high-profile events such as the 2025 Champions League Final. The application was originally only available in the US, so the team had to form a strategy that could then be transferable into the company’s now prime market of the UK.
Generalised Targeting: Our media team initially focused on targeting specific sporting events, running campaigns around high-profile games such as major NBA matchups or PSG fixtures. However, broader audience targeting proved more effective, reaching not just sports fans but also gamers with an interest in sports, sports betting enthusiasts, and tech-savvy audiences.
This wider approach generated stronger engagement, particularly as these groups responded well to user-generated content. Audiences could observe genuine user reactions and gain a realistic understanding of the immersive experience offered.
Immersive VR Production: Using a VR headset, the WePlay content team create raw, unfiltered video straight from the app, which is leveraged to create a new visceral form of content marketing that elevates highlights and behind-the-scenes.
Community Management: We play a key role in elevating brand visibility, positioning early global adopters of the brand, such as the NFL and UFC, at the forefront of cutting-edge innovation. Bringing a product like this to market requires the execution of a go-to-market strategy, educating consumers and answering FAQs about the product.
Trending Content Creation: Amplification of engagement requires capturing diverse sport coverage, but also delivering the VR experience reality through memes, social media trends and event-specific behind-the-scenes.
Originally, the cost per impression was 5/6x off the estimated target in the US, but with the implementation of general profile targeting and promotion of user-generated content, the target was met, with over 4,000 installs. The team had generated an approach that improved alongside specially curated media creative.
In the early stages of WePlay’s partnership with Xtadium in the UK, we are already seeing impactful results, with the product gaining visibility on Instagram and TikTok. In the With the implementable strategy and the product, new to the market, we are seeing a click-through rate 10x higher than in the US.
