Microsoft Berkshire


Xbox Design Lab sells customised controllers, but at a high price point. So to take cost out of the equation, and increase sales, Xbox asked gamers to claim ownership of their controller designs. The more people buy a design, the more it earns. It changed behaviour, turning gamers into entrepreneurs. Sports teams, flags, current events, causes – all inspired designs. Gamers promoted their designs on social channels, and Xbox amplified them in-store, online and in ATL media leading to a 350% sales lift.

Date created: June 2017 2017-06-01T00:00:00+0100
Date published: 24 February 2021 2021-02-24T21:59:41+0000


Project featured: on 24th February 2021

Xbox Design Lab Originals: The Fanchise Model