A custom cue is typically handmade. It will have design, a handwrap, tip(s), and balance specifically requested by the person purchasing the cue. Even the joint work and butt are typically by request. Other choices include types of wood, types of inlays, shaft characteristics, length, and weight.
A good custom cue can both add to a player's confidence, and can intimidate some opponents.
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Custom pool cues can be bought off of sites such as eBay. Websites like McDermott are designed to offer dozens of different pool cues. A customized pool cue can also be ordered for a slightly higher price.