Anthony Wood reported on IGN that Microsoft used the LED display of Las Vegas' colossal Sphere arena to stage a grand light show themed around Xbox, prominently incorporating the city's skyline. This marketing endeavour makes good use of the Sphere, which since its establishment in July generated attention and conversations with dazzling manifestations on its 'Exosphere', a surface area of 580,000 square feet. Among its previous depictions have been a giant pumpkin, a fireworks display, an oversized human eye, and a basketball.

With its ability to house nearly 20,000 people, the arena is built to host live shows, concerts, and immersive audiovisual experiences. Microsoft is the latest to exploit the advertising potential of the Sphere, executing an ambitious Xbox promotional event this week, featuring a mix of current and upcoming first and third-party titles, including Forza Motorsport, Starfield, Senua’s Saga: Hellblade 2, and CD Projekt’s Cyberpunk 2077, alongside Series X|S consoles. The event comes in the wake of Microsoft's rocky yet successful acquisition of Activision Blizzard, following a protracted legal tussle with the UK's Competition and Markets Authority (CMA). The timing coincided with the launch of Spider-Man 2 on PS5 and the ongoing North American TwitchCon 2023 event, taking place only a few miles away from the Sphere.