Agency: McCann London
Xbox exists to 'empower gamers to do more' and places a relentless focus on ensuring that their community of gamers have the best experience possible.
This purpose comes to life through the thriving community of gamers the platform brings together – millions of people escaping into a world of joy, self-expression and adventure. Xbox is always listening, looking for ways to improve – to retain and grow its gamer community.
This focus on their gamers revealed an interesting behaviour – several had started to customise their own controllers, relying on their DIY skills.