Microsoft Xbox Design Lab Originals: The Fanchise Model – Turning Fans Into Fanchises

Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.

Campaign details

Advertiser: Microsoft Brand: Xbox Agency: McCann London Country: Global


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.

Thismillions 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.

In 2016, Forbes reported that 44% of working 25-34 year-olds had a side hustle  and the most popular form of side hustle is selling things online.

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