With customised controllers costing up to 50% more than the standard model, Xbox allowed consumers to personally profit if other gamers purchased their design, with some earning over £500.
The submission, "Xbox Design Lab Originals: The Fanchise Model", was also awarded a silver Lion, but there were no other UK winners in the category.
Among US agencies, R/GA Portland’s "Air Jordan III Tinker Sneakers" initiative for Nike took home gold and bronze, while Grey New York’s "Care By Volvo" mobile app for the Swedish carmaker was awarded a gold, silver and bronze.
There was a further silver for Crispin Porter & Bogusky Los Angeles’ online payment service work for PayPal, and a bronze for Johannes Leonardo New York for its "Alexander Wang x Adidas Originals Season 2" entry.
Two golds were handed to agencies from India and Argentina, out of a total of 16 Creative eCommerce Lions.
Judging for the Creative eCommerce category was presided over by jury president Nick Law, the newly-appointed global chief creative officer at Publicis Groupe.
In an interview with Campaign published this week, Law called on agencies to blend "traditional storytelling" techniques with more "systematic and architectural" creatives.
"It’s at the intersection of those things you get branded interfaces, and delightful experiences that are habitual and ongoing, which is hard to get if you don’t understand brands," he said.