International gaming console company Xbox leveraged its status as an official sponsor of the LA Lakers through a limited edition set of team-themed consoles and gaming peripherals to celebrate the NBA franchise’s 75th anniversary.
The 2022/3 hoops season sees the side mark its 75th milestone – after beginning life as the Minneapolis Lakers (in the state of 10,000 lakes) in the 1947/8 NBL season, switching to the rival NBA the following year and winning five titles before moving to Los Angeles in 1960 and winning another 12 – and in early April gaming partner Xbox marked the milestone through a limited run of Lakers-branded consoles which were promoted through an integrated campaign spanning outdoor and online strands alongside a contest.
Xbox went big to promote the team-themed products by creating 10-foot high Xbox Series S consoles mock-ups and placing them in high footfall and economic locations across Los Angeles.
Five 3m tall Xbox Series S designed Lakers’ colourways where exhibited in locations around the city – each representing a glorious era of the franchise – and then amplified across the brand’s social platforms.
Xbox simultaneously ran an online competition for fans to win two of the (formal size) limited edition, team-branded consoles. Lakers fans and gamers were invited to enter the competition on Twitter, Instagram, or Facebook.
The limited run Lakers games machines were not made available for sale by Xbox or by the team, but rather positioned as rare fan collector’s item.
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Throughout the season, the Lakers have been celebrating 75 years of history through a range of rights-owner and partner initiatives ranging from looking back on team icons, legends and key moments in-stadium during pre-game shows, producing a book in partnership with the LA Times on the team’s history, rolling out Lakers 75th Anniversary Gear through the official NBA online store and distributing Lakers’ 75 Years digital wallpapers for fans.
This isn’t Xbox’s first collaboration with the Lakers in recent years. In December 2021 there was an LA Lakers custom Halo Xbox bundle, while in March 2022 Xbox teamed up with the team and player Dwight Howard for a non-profit initiative with the Boys & Girls Club of San Fernando Valley to create a new ‘Dream Space’ which saw a team-themed, state-of-the-art, 20-person gaming lab remodel of part of the Boys & Girls Club of San Fernando Valley facility.
As well as new Lakers artwork, this project also included the design and installation of custom purple and gold Xbox Series S consoles, gaming PCs, screens, and more to enable kids in the programme to experience the joy of gaming as they explore their own passions. Howard, a long-time Boys & Girls Clubs patron surprised the kids with a private meet-and-greet and their very own chance to team up and go toe-to-toe, on the court and in their favourite Xbox Game Pass titles, with the NBA champion and eight-time All-Star himself. Inspired by the club’s shared vision to promote a life of purpose and community, Howard was honoured to join Xbox and the Lakers in bringing the joy of game to more fans in the greater Los Angeles area.
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