Retail

Case Study: Xbox Microsoft - Retail Displays

Challenge:

Microsoft/XBOX and Design Phase needed a reliable way to loop video content in retail environments that lacked ethernet connectivity. They required a flexible solution enabling manual content updates (via USB) tailored to different regions, languages, and marketing campaigns. The displays had to meet international safety and compliance standards across 30+ countries and various retail scenarios. The new Xbox One display solution needed to surpass the previous success of the Xbox 360 display, originally intended for a 3-year lifecycle but which lasted 7 years due to exceptional consumer engagement.

Requirements:

• Offline playback with commercial reliability
• Preloaded content featuring scripts for autoplay, volume settings, and sequenced playback
• Regional power adapters and localized content (languages, cultural nuances, campaigns)
• Global compliance certifications (CSA, UL, Uwell, BIS, SABS, etc.)
• Integration with Design Phase’s retail fixtures aligned with Xbox’s global marketing strategy
• • Integration with Design Phase’s retail fixtures aligned with Xbox’s global marketing strategy

CE Labs Solution:

Microsoft and Design Phase deployed CE Labs’ commercial-grade MP60 media players, tailored specifically to meet their complex requirements:

• MP90 Media Player:

Provided dependable, standalone looping playback in an offline setting. Players were preloaded with custom USB drives containing localized content and tailored playback scripts.

• Region-specific power adapters
• Correctly matched USB drives containing curated content for individual markets
• Clearly labeled hardware packages for easy global distribution

Custom Services & Support

• Developed custom playback scripts to:
• Autoplay content on startup
• Play videos in a predefined sequence
• Maintain consistent audio levels
• Enable flexible, manual updates via USB
• Assisted extensively with securing global compliance certifications, including BIS, SABS, SAR, KC, and BSMI
• Closely coordinated global shipments and logistics with Microsoft, Design Phase, and shipping partners
• Provided ongoing technical and onboarding support throughout the deployment cycle

Results

CE Labs successfully deployed over 12,000 MP60 media kits worldwide, significantly enhancing Xbox’s global retail presence. Key outcomes included:

• Reliable, flexible content playback without any network dependencies
• Smooth execution of Xbox One marketing campaigns across EMEA, APAC, and North America
• Cost-effective, scalable hardware that seamlessly integrated into Xbox’s sophisticated display designs
• Extended retail lifespan due to exceptional consumer response, echoing the legacy of the Xbox 360’s display success

Microsoft valued CE Labs’ robust solution and support, solidifying CE Labs’ reputation as a trusted partner for multinational digital signage deployments.