Built for Gamers Who Invest in Their Setup
For Chillblast's customers, gaming isn't a hobby. It's a serious passion. The PC is where they compete, where they unwind, and for a growing number, where they stream to their own audience. Some design their system component by component in Chillblast's PC configurator, from the graphics card to the cooling system. Others choose a hand-built, tested pre-built ready to go. Some systems run to over £20,000.
Every build is an investment in that passion, and many customers spread the cost on finance. Chillblast's 5-year warranty already covered faults. What was missing was cover for the moments a manufacturer's standard warranty doesn't cover, like a drink knocked over mid-match or a PC dropped while moving it to a new setup.
Chillblast knows its customers well. Offering protection wasn't just a new line for the business. It was the natural next step for customers who already treat their setup as something worth looking after.
Chillblast Shield, Built Into Every Build
Chillblast launched Chillblast Shield, cover powered by Loxa, the FCA-authorised embedded protection provider. Branded for the people Chillblast builds for, it is one of the first protection programmes designed around custom and water-cooled gaming PCs. On PCs, customers can add cover for accidental damage, including drops, impact and other sudden damage, plus mechanical and electrical faults the manufacturer's warranty doesn't cover, over a 2 or 4-year term.
Chillblast's development team connected Loxa's API to its own bespoke platform, and cover appears at every point a customer is deciding.
On the product page, a dedicated panel introduces Loxa protection alongside the 5-year warranty, so customers know it's available before they buy. In the PC build journey, protection is the final step after accessories and monitor, at the moment the setup is complete. Customers choose 2 or 4-year cover, or skip. In the basket, each item carries its own "Add Protection" option with its price shown, so customers always see exactly what they're protecting and what they're paying.
Behind the scenes, Loxa runs the whole programme. Loxa issues every policy and its documents, answers customers' cover questions and handles claims end to end. For approved claims, the PC is repaired or replaced, with no excess to pay. Chillblast's team stays focused on building PCs, not administering cover.
The development team, who worked alongside Loxa's tech team on the build, summed up the experience simply:
"The documentation was good, it was clear, the API worked, the sandbox was good."
See Loxa in action on Chillblast here.
Expanding Cover Across the Catalogue
Once PC cover was established, Loxa's growth team worked alongside Chillblast's commercial leadership to bring more of the range under protection. Gaming laptops came first, because they leave the house and face a different set of risks, so laptop cover adds theft to accidental damage over a 1 or 2-year term.
Chillblast gave the go-ahead on 31 July. Loxa's AI categorisation engine automatically and accurately matched the laptop range to the right cover, and set it up so every new laptop Chillblast adds is covered automatically. Within five days, an entire new product category was live across the store, priced for the category, with no rebuild of the integration. Chillblast and Loxa are now exploring further categories, so gamers can protect more of their setup.
Over 200 Gaming PCs Protected, With No Hard Sell
In its first five months, more than 200 Chillblast customers protected their gaming PCs. Cover spans the whole range, from entry RTX 5060 builds to RTX 5090 flagships.
Around 12% of gaming PC customers add Chillblast Shield. Of those, nearly half choose the longer 4-year term option, reflecting how much they've invested in their setup.
September was the strongest month yet, as back-to-school demand built ahead of Chillblast's Black Friday and Christmas peak.
Chillblast has never had to push it. Protection simply sits there as an option, and customers choose it for themselves. Once they have cover, they keep it.
What This Means for Electronics Retailers
A manufacturer's warranty covers faults, but it doesn't cover the drop, the spill or the knock that happens in everyday use. Product protection lets customers protect the electronics they invest in and love from exactly those moments.
When cover sits on the product page, in the build journey and in the basket, customers add it on their own terms, with no hard sell. With the right partner, new categories follow in days, not months. For electronics retailers, that means a new revenue stream, a stronger aftercare promise and protection that grows with the range.
Ready to embed protection into your retail journey? Book a call with Loxa.
