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Microsoft wins award for Titanfall retail launch

The launch included midnight debuts of the game, and featured 10 minutes of original content unique to the stores.

November 19, 2014

Earlier this month, Microsoft and partner Synect won silver in the Point of Sale category at the Digital Screenmedia Association's Crown Awards, which recognize excellence in out-of-home digital content. The award went to the March launch of the video game Titanfall in its retail stores.

The launch included midnight debuts of the game, and featured 10 minutes of original content unique to the stores, which was modeled and animated by Synect. According to the company, the resolution of video walls in a Microsoft retail store can be as high as 57,600 by 1,080 — and visitors got to play the game on those walls, a video gamer's dream. The game was also available on smaller screens throughout the stores.

Titanfall is an action video game created by Respawn Studios and published by Electronic Arts. Players take on the role of a pilot inside a "Titan," a giant robotic exoskeleton. It won more than 60 awards when it was announced at the 2013 E3 event.

"Microsoft and Synect have developed a very complex environment, and a very complex set of capabilities, to enable our billion pixel canvas," Microsoft Stores user experience designer Arturo Garza said in the announcement. "All of this technology exists for one reason: to give our customers an amazing in-store experience."

Photos from the launch event can be seen below.