The controllers can cost up to $195. They're just one of the many goodies in the Grammy gift bags for this year's show, which airs on CBS on Feb. 15.Scuf Gaming will have several Xbox One consoles available to test out the custom controllers in the Grammy gift lounge backstage in the Staples Center in Los Angeles. Adele, Lady Gaga, Justin Bieber, Skrillex and LL Cool J might be found trying their hand with the controller on games such as Call of Duty: Black Ops 3, Halo 5: Guardians, Forza Motorsport 6, and FIFA 16."There is a natural connect between the top performers in the music industry and our audience of top gamers, so reaching out to the Grammy organizers to discuss our involvement seemed a logical next step," Ironmonger says. "Many of our fans are musicians, celebrities, and band members who regularly play video games both on tour and at home."Get Data Sheet, Fortune's technology newsletter.One such band is Avenged Sevenfold, which worked with Scuf Gaming to release a Scuf Hybrid Avenged controller in 2013 and has a new Scuf Infinity 1 Avenged controller launching in a few weeks.
Lead singer M. Shadows, who's a huge Call of Duty gamer, says video games have given artists a medium that used to be exclusive to MTV and radio."Opportunities that used to exist through these channels have dried up and now we feel the best ways to reach our potential fans is through gaming," Shadows says. "It's young, fresh, intelligent, and exciting."Lash Fary, founder and president of Distinctive Assets, says with so many gentlemen on the Grammy stage, his LA-based entertainment marketing and gifting company has always sought out cool tech items to satisfy the male artists’ love of gadgets."Gaming has been a hit in the past, so whether they are gamers themselves or simply get to return home after Grammy rehearsals and be a hero with their kids, we've included a couple great gaming-related gift items in the official talent gift lounge," Fary says.Unlike a traditional controller, each Scuf controller is handmade by one of 200 employees after its been customized online by the gamer. That process is being re-created within the 5,000-square-foot gifting lounge by offering artists a variety of colors and accessories to choose from.
Then they can play games while their controller is being built."Musicians understand the value of using professional tools and appreciate the unique customization that Scuf controllers offer," Ironmonger says.For more on musicians and Xbox, watch:Ironmonger is using the Grammys to establish additional relationships with musicians who game. The partnership with Avenged Sevenfold has been successful in extending the Scuf brand to the band's global rock audience, he says."Music is one of the few things that go hand in hand with gaming and eSports," Ironmonger says. "Many of our sponsored pro players and influencers play music during their live streams, practice matches, and scrimmages."Scuf Gaming, which filed 55 patents and had 17 granted for the technology that makes the Infinity 1 controller a reality, licensed its technology to Microsoft for its $150 Xbox One Elite Controller, which has been selling out at retail since it launched last year.HomeMailFlickrTumblrNewsSportsFinanceCelebrityAnswersGroupsMobileYahooSearchSkip to NavigationSkip to Main ContentSkip to Related Content0Mail•May 29, 2014Craig Brazier, of Mansfield Woodhouse, England, has just scored a lot of money.
This past Saturday, Mr. Brazier, a 39-year-old waste container cleaner, was getting ready for an upcoming fishing trip. Just when he was about to buy some more maggots for bait, he changed his mind and decided to head over to Betfred, a United Kingdom bookmaker. He wound up betting £2 ($3.35) on the Scoop6, a pool bet that challenges gamblers to, “select all 6 winners from 6 (horse) races.” As the Daily Mirror reports, it’s a good thing he didn’t decide to buy more maggots.After he placed his bet, Mr. Brazier went home to watch the races. The races quickly became far more interesting to watch for the married father of two. He told the Daily Mirror that while his wife, Tracy, was asleep, he was wide awake and, “panicking after I got three out of three. After the fourth winner I went and told her but she said, ‘You aren’t lucky enough’ and dozed off.” As it turned out, Tracy’s husband was lucky enough. And as Chatez the racehorse won the sixth race, so did Mr. Brazier.
His miniscule bet, almost spent on maggots, wound up scoring him a cool £1,342,599 ($2,244,557).According to the Nottingham Post, Mr. Brazier and his family will now look for a new home to live in and are planning on visiting Disney World. The new millionaire originally thought about buying a horse for himself, but after looking into the cost, he’s less keen on the idea. The Guardian notes that both Craig and Tracy plan on keeping their jobs, and that one daughter asked for new shoes, and the other a new desk.On Wednesday, Mr. Brazier got to meet Chatez, the horse that helped secure his jackpot. All in all, it’s been a stellar week – that could possibly be surpassed depending on what happens this weekend. As the BBC notes, he has been entered into a pool for an upcoming bonus race that could win him another £5 million ($8,359,000).More info: Daily Mirror,Nottingham Post,The Guardian, BBCPopular in the CommunityCommitted to inspiring and developing the builders of tomorrow, Lego is guided by its company motto, ‘Only the best is good enough’ and its philosophy that ‘good quality play’ enriches a child’s life.