“Squadvertiser” from Xbox and Halo 5 helped multiplayer gamers to recruit precisely those new team players – snipers, defenders, etc. – they were looking for. The “want ads” appeared on outdoor billboards and online banners.

Aden Hepburn: “If you’re into multiplayer games, you’ll know how hard it is to find a good squad. So when Xbox and Halo gave gamers real-world media space to attract talent, things got real.”