Brand extension agency Beanstalk has been appointed by Microsoft to represent its Xbox brand in the UK, Europe, Australia and New Zealand.
The deal will see the firm expand the Xbox brand via a line of lifestyle products.
“The Xbox brand has an emotional connection to generations of gamers worldwide," said Dan Amos, head of Beanstalk's Tinderbox arm.
"Many Xbox owners, including myself, remember their fondest gaming memories with an Xbox controller in hand. We are excited to leverage the unique Xbox brand identity developed over the last 15 years to bring to market Xbox branded lifestyle products worthy of its loyal fan base”.