Microsoft’s Xbox Design Lab Expands Globally with ESW Partnership
Microsoft’s Xbox Design Lab, a service that allows gamers to design their own personalized Xbox Wireless Controllers and Xbox Elite Series 2 Wireless Controllers, has relaunched with a significant expansion into 27 countries. This milestone was made possible through a strategic partnership with ESW, a global leader in ecommerce solutions. The collaboration not only enhances the accessibility of Xbox Design Lab but also ensures a seamless and localized shopping experience for gamers worldwide.
“This relaunch marks a major milestone for Xbox Design Lab,” said Tejaswi Kotekar, Product Manager of Xbox Design Lab at Microsoft. “We needed a merchant of record that could provide exceptional customer service and support our product roadmap. ESW’s agility and expertise were critical in helping us achieve our goals.”
With ESW’s advanced technology and ecommerce expertise, Xbox Design Lab can now serve customers across North America, Europe, and the Asia-Pacific (APAC) region, including key markets such as Canada, the U.S., Australia, Japan, South Korea, Singapore, Denmark, Germany, Italy, and the U.K., among others. This expansion underscores Microsoft’s commitment to delivering innovative, personalized gaming experiences to fans around the globe.
Simplifying International Ecommerce with Bespoke Solutions
The complexities of international ecommerce—ranging from regulatory compliance to local payment preferences—can pose significant challenges for brands looking to expand globally. ESW’s role as the Merchant of Record and international ecommerce partner for Xbox Design Lab has been instrumental in overcoming these hurdles. By leveraging its robust platform, ESW has streamlined the process, enabling Xbox to focus on what it does best: delivering cutting-edge gaming experiences.
One of the standout features of this partnership is the creation of a bespoke embedded checkout experience tailored specifically for Xbox Design Lab. Designed to meet the accelerated timeline for the service’s relaunch, this fully customized solution ensures a smooth and intuitive purchasing journey for customers. From selecting controller designs to completing payments, users enjoy a seamless and immersive shopping experience that reflects the creativity and innovation of Xbox Design Lab itself.
Looking ahead, ESW and Xbox are working on a joint product roadmap to further enhance the service. Future updates will include additional payment options, expanded functionality, and other features designed to meet the evolving needs of gamers worldwide. These enhancements will ensure that Xbox Design Lab remains at the forefront of personalized gaming accessories.
Delivering Personalized Experiences at Scale
Xbox Design Lab stands out as one of the most innovative and immersive online shopping experiences available today. By giving gamers the ability to customize their controllers—from colors and patterns to button placements—the service empowers users to express their individuality while enhancing their gaming performance.
“Xbox Design Lab is one of the most innovative and immersive online shopping experiences available today, offering gamers the power to personalize their controllers at scale,” said Tonia Luykx, Chief Revenue Officer at ESW. “ESW brought the same high degree of customization to Xbox in order to meet the needs of its consumers across 27 different international markets. We are proud to partner with Microsoft to increase the brand authority of Xbox Design Lab and deliver this highly personalized experience to its legions of fans everywhere.”
By expanding into new markets, Xbox Design Lab is not only growing its reach but also strengthening its connection with gamers worldwide. The ability to offer localized experiences—such as region-specific payment methods and language support—ensures that customers feel understood and valued, no matter where they are located.
Why This Expansion Matters
The partnership between Xbox and ESW represents more than just a distribution expansion; it’s a testament to how technology and collaboration can break down barriers in global commerce. For Xbox, this move reinforces its position as a leader in the gaming industry, committed to delivering products that resonate with its diverse audience. For ESW, it highlights the company’s ability to provide tailored, scalable solutions that empower brands to thrive internationally.
Gamers in the newly added markets now have the opportunity to join the millions of Xbox enthusiasts who have already embraced the creativity and personalization offered by Xbox Design Lab. Whether they’re designing a controller to match their favorite team’s colors or optimizing button layouts for competitive play, users can enjoy a product that truly feels like their own.
A Commitment to Innovation and Customer Satisfaction
The success of Xbox Design Lab’s global expansion is rooted in the shared values of innovation and customer-centricity between Microsoft and ESW. By combining Xbox’s cutting-edge gaming technology with ESW’s ecommerce expertise, the partnership has created a blueprint for how brands can successfully navigate the complexities of international markets.
As Xbox Design Lab continues to grow, future updates will focus on enhancing the user experience even further. Plans for additional payment options, improved localization, and expanded customization features are already in the works. These efforts will ensure that Xbox remains a trailblazer in delivering personalized gaming experiences on a global scale.
Key Highlights of the Partnership
- Global Reach: Xbox Design Lab is now available in 27 countries across North America, Europe, and APAC.
- Localized Experience: ESW’s technology ensures compliance with local regulations and supports region-specific payment methods.
- Custom Checkout Solution: A fully embedded and bespoke checkout experience was developed to meet Xbox Design Lab’s accelerated relaunch timeline.
- Joint Roadmap: Future plans include additional payment options and enhanced functionality to meet growing consumer demands.
- Brand Authority: The partnership strengthens Xbox Design Lab’s reputation as a leader in personalized gaming accessories.
Empowering Gamers Worldwide
The collaboration between Microsoft’s Xbox and ESW demonstrates the power of innovation and strategic partnerships in driving global growth. By expanding Xbox Design Lab into 27 countries, Microsoft is bringing its unique blend of creativity and technology to even more gamers around the world.
For fans of Xbox, this means greater access to a service that celebrates individuality and enhances gaming experiences. For Microsoft and ESW, it’s an opportunity to showcase their shared commitment to excellence and customer satisfaction.
To learn more about how ESW is helping brands like Xbox expand their global footprint, visit ESW’s website.
With Xbox Design Lab now available to gamers in 27 countries, the possibilities for personalization are truly limitless. Whether you’re a casual player or a competitive gamer, this service invites you to create a controller that’s as unique as your gaming style.
About Xbox
Xbox Design Lab is Microsoft’s official customization platform that allows players to create personalized Xbox controllers tailored to their style and preferences. Xbox Design Labs features enabled user to customize from colors and patterns to thumbsticks, triggers, and even engrave their gamertags.. The platform supports both Xbox Wireless Controllers and Xbox Elite Series 2 Wireless Controllers and integrates seamlessly with the Xbox ecosystem, ensuring full compatibility across Xbox consoles and Windows devices. With themed designs inspired by popular franchises, Xbox Design Lab continues to be a standout offering in personalized gaming hardware.
About ESW
ESW makes worldwide ecommerce powerful and simple by partnering with the world’s best-loved brands and retailers to deliver international ecommerce solutions that reduce cross-border complexity. By localising the online shopping experience, ESW creates moments that matter between brands and consumers, drives global revenue, and helps build brand loyalty. ESW addresses the complexities of international markets with tailored solutions, including frictionless checkout, fast and reliable shipping and returns, and reduced compliance and regulatory risk.
ESW enables clients to navigate local markets confidently and drive long-term profitability through its unique, genuine partnership approach. With offices in New York, Dublin, Madrid, and Singapore, ESW helps the world’s premier and most ambitious brands achieve growth and profitability in over 200 international markets. ESW is the only international commerce solution that is MACH certified.
