Xbox needed to increase sales of Design Lab, a service where you can customise your controller. People loved designing their controllers. The problem was it cost a lot more than regular controllers with no additional functionality.

Instead of treating gamers as customers, we treated them like designers and entrepreneurs. We created a value exchange with a new e-commerce platform where people could design, promote and earn from their designs. The better your design, the more you sell. The more you sell, the more you earn.