Microsoft’s Xbox Design Lab, a service that lets customers design their own personalised Xbox controllers, has relaunched and expanded distribution into 27 countries in partnership with ESW.

“This relaunch marks a major milestone for Xbox Design Lab,” said 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.”

Xbox Design Lab’s distribution now covers North America, Europe, and APAC and includes the U.K., Canada, the U.S., Australia, Japan, South Korea, Singapore, Denmark, Germany and Italy, among other markets.

ESW created a customised, fully embedded checkout experience ahead of relaunch with future plans including the implementation of additional payment options.

“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,” said Tonia Luykx, Chief Revenue Officer at ESW. “ESW brought the same high degree of customisation to Xbox in order to meet the needs of its consumers in 27 different international markets.”