Xbox Design Lab

Xbox, a gaming console brand, launched an offering to customise its controllers for fans in the US to both express their love for the brand and which acted as a means of promotion in itself.

Campaign details

Brand: XboxAdvertiser: MicrosoftAgency: McCann London

"Take care of the fans and they will sure as hell take care of you".

Elvis Presley

Context

The USA is a prize market for the gaming industry – accounting for nearly 25% of all money spent in the category1, and home to Microsoft and Xbox. Xbox was first launched in 2001 – making it the newest entrant to the category, competing with household names PlayStation and Nintendo.

The console gaming market is a highly competitive one, described in terms of generations. We are currently in...

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