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Xbox 360's ESPN Channel Bringing Sports to the Most Popular Console

Microsoft engaged us to help them design the ESPN channel for Xbox 360. Over the course of five months, we worked with the Microsoft Interactive Entertainment Business (IEB) design team to create a design that showcased popular sports content, provided access to a catalog of over 3500 sporting events, and created an engaging experience.

The result was a transformative user experience that allowed sports fans to stream multiple events in split-screen format, set reminders for big games, track their favorite sports teams through a customizable menu, follow sports news through a ticker at the bottom of the screen, and connect with fellow fans online. Ultimately, it gave sports fans control over the content they cared most about.

"When we began offering ESPN content on Xbox LIVE in 2010, it was an entirely new way for fans to interact with ESPN. These new advertising opportunities will give clients a new way to interact with those fans."

Eric Johnson, ESPN’s Executive Vice President of Multimedia Sales


My Sports

My Sports provides users with a personalized daily feed of live events, news, and highlights based on your favorite teams and sports.

Mini guide

Provides a preview and quick access to all the sports content you care about right at the bottom of the screen.

Split screen

Split Screen allows you to watch two events at once, control them independently, and pause and rewind each separately to stay up-to-date on all the action.

Bottom Line

Bottom Line keeps you in the know with live alerts, the capability to jump to different sports, or skip to the next story from around the world of sports.