|Title||Xbox Design Lab Originals: The Fanchise Model|
|Business Sector||Consumer Electronics & Audio-Visual|
|Story|| Xbox Design Lab is a site that lets gamers customise controllers, but at a high price point. How could Xbox take cost out of the equation? By giving gamers ownership of their designs. Which meant they could also sell them for profit. Suddenly gamers started behaving like entrepreneurs, spotting gaps in the market and creating designs that would sell within their communities. Gamers targeted their social networks, while Xbox made bespoke ads to promote people’s designs across all its platforms. |
To promote its customisable controllers, Xbox let gamers behave like entrepreneurs, taking ownership of their bespoke designs and selling them for a profit. This also meant that while they were promoting their designs, gamers were spreading the word about Xbox customisable controllers across their own social channels.
|President & Chief Creative Officer||Rob Doubal|
|President & Chief Creative Officer||Laurence Thomson|
|Regional Creative Director||Sanjiv Mistry|
|Regional Creative Director||Jamie Mietz|
|Art Director||Jacob Bjordal|
|Chief Strategy Officer||Karen Crum|
|Account Planner||Charlotte Walters|
|Regional Business Director||Sailesh Jani|
|Account Director||Tom Oliver|
|Account Manager||Lynne Carter|
|Account Manager||Charlotte la Torre|
|Account Executive||Sophie Grierson|
|Account Executive||Alice Parker|
|Project Manager||Clare Mann|
|Project Manager||Mandy Wilson|
|Project Manager||Paul Gillespie|
|Head of Design||Dan Howarth|
|Production Company Producer||Doris Tydeman|
|Print Producer||Liam White|
|Studio Manager||Ellis Faint|
|Account Lead||David Smith|
|Project Manager||Craig Cameron|
|Director of Communications||Jess Byatt|
|Production Company Producer||Francisco Penedo|
|Project Manager||Anna Curtis|
|Snr. Global Consumer Marketing Manager||Josh Munsee|
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