Rob McDonald Senior Retoucher


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: 31 March 2021 2021-03-31T01:15:50+0100


Campaign BIG Award - Gold
Cannes Lions - Bronze
Cannes Lions - Gold
Cannes Lions - Grand Prix
Cannes Lions - Silver
Clios - Bronze
D&AD Award - Wood Pencil
Eurobest Award Shortlist
New York Ad Festival - Second Prize
One Show - Merit
The Drum Award


Xbox Design Lab Originals: The Fanchise Model