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Connect Yorkshire member Custom Controller, the Leeds-based gaming equipment business, is featuring in a US e-commerce campaign in an effort to increase export sales to North America.

Established in 2007, Custom Controllers manufactures customised games console controllers for Xbox One, Xbox 360, PlayStation 4 and PlayStation 3.

The business will host its products on marketplace giant Newegg, the tech-focused e-retailer in North America. Founded in 2001, Newegg has 32 million registered users globally.

The Department for International Trade (DIT) has partnered with Newegg as part of its E-Exporting programme to help UK firms access the US market.

DIT’s Newegg campaign, which aims to showcase the best of British goods to U.S. consumers, launched on 1st December. Custom Controllers is one of more than 20 British businesses that have registered to participate in the campaign.

Mark Robson, regional director of Yorkshire and the Humber, Department for International Trade, said: “Online marketplaces make it easier for small businesses in Yorkshire to sell their goods and services across the globe.

“This campaign is a brilliant platform to help companies attract new consumers and grow their business.

“There is huge demand for British products across the world. Exporting is a journey for businesses but we’re helping firms to navigate any barriers to exporting so they can expand into international markets.

“Our E-Exporting programme is just one of the many ways we’re helping businesses across Yorkshire and the Humber, and the rest of the UK, to sell to overseas markets.”

Ben Lawton, founder of Custom Controllers, commented: “Expanding further into the US market using different platforms is an exciting prospect for us and, as a platform, Newegg has been really easy to be involved with. We’re already seeing traction as a result of being on the website.

“Exporting can be a challenge for businesses like ours. There are barriers that can seem initially intimidating, including the costs involved, different tax regulations and the distances from some of the markets you want to trade in.

“Using platforms like Newegg allows us to further our reach into the world and supply our fans across the globe with custom gaming equipment. If we can do it, so can many other growing Yorkshire businesses.”

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