Microsoft’s Xbox connects with e-commerce technology firm ESW to expand Design Lab into 27 countries
Microsoft’s Xbox Design Lab, a service that lets customers design their own personalised Xbox Wireless Controllers and Xbox Elite Series 2 Wireless Controllers, has relaunched and expanded distribution into 27 countries through a partnership with ESW.
“This relaunch marks a major milestone for Xbox Design Lab,” says Tejaswi Kotekar, Product Manager, Xbox Design Lab, Microsoft. “We needed a merchant of record that would provide a high level of customer service and product road map. ESW’s agility and support were critical in helping us to achieve our goals.”
ESW created a customised and fully embedded checkout experience meeting an accelerated timeline for the Xbox Design Lab relaunch. Future plans include additional payment options. Xbox Design Lab’s distribution now covers North America, Europe, and APAC and includes Canada, the US, Australia, Japan, South Korea, Singapore, Denmark, Germany, Italy, and the UK.
“Xbox Design Lab is one of the most innovative and immersive online shopping experiences available today, giving gamers the power to personalise their controllers at scale,” says Tonia Luykx, Chief Revenue Officer at ESW.
“We brought the same high degree of customisation to Xbox in order to meet the needs of its consumers in 27 different international markets. We are proud to partner with Microsoft to increase the brand authority of Xbox Design Lab and to deliver this highly personalised experience to its legions of fans everywhere.”
2025 RTIH INNOVATION AWARDS
E-commerce technology was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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