In an interesting move to stand out from the crowd, Xbox has announced a bright and colorful red Xbox One controller.
The new all-red controller is expected to hit the online Xbox store from January 11. By all-red, we really mean it by the way. Everything from the accents on the buttons to the chassis and bumper buttons is red. The only hint of non-red is seen on the Xbox symbol, which remains white.
The new controller will be on sale for $64.99, and GameStop will also stock it, both online and in-store.
This isn't the first time Xbox has attempted to offer their customers new personalization options. In the past, they released the Xbox Design Lab, which allowed players to pick out their own colors for each part of an Xbox One controller.
Despite the selection of colors, the Xbox One Design Lab still can't trump our own Custom Controller Creator - we add a greater range of colors for selection, and also have a variety of decals and fancier graphics available for the main chassis. And let's not get started on the variety of features and mods that can make our controllers even more elite than the Elite controller itself.
We like where you're going Xbox, but you've still got a lot of catching up to do in the custom controller game.
Why not take a look at our custom controller creator to see how it compares to the Xbox Design lab? We'll be surprised if you disagree.