Xbox Design Lab is a new tool that lets gamers create customised controllers. But Xbox Design Lab controllers are 50% more expensive than regular Xbox controllers.

At a time when the gaming world was becoming increasingly concerned about the rising costs of additional content, accessories and microtransactions within games, how could Xbox sell more customised controllers?

The Fanchise Model ran during a five-month period (April – August 2017).

It was promoted through a number of different media, including .com, social, the Xbox dash, press and more, along with support from a number of design influencers.

Xbox also helped market gamers’ own designs, through banners, social media, bespoke videos, press, in-store promotion and more.