Case study: Changing the game

The problem

The typical gaming handset hasn't changed much since it first arrived on the scene in the early 70s - a revolutionary piece of gaming design at the time.

The handset is designed to fit snugly and ergonomically between two hands and is primarily controlled by thumbs. Perfect, if you fit into the category of able-bodied gamers.

But with 33 million disabled games out there, isn't it time this basic piece of tech underwent a makeover? Isn't it time we changed a few things up? Because "when technology empowers each of us, it empowers all of us".

The idea

But disabled gamers weren't just waiting around for something to be done; they were taking matters into their own hands, finding new and intuitive ways to hack controllers so that they could make them work for them.

Microsoft saw these hacks and stepped up to the challenge, engineering a solution that would finally accommodate everyone. They worked with the team at McCann NY to create something that would demonstrate "Microsoft's commitment to building accessible technology that levels the playing field and creates opportunity for all of us".

"We wanted to create a new controller for gamers with limited mobility that felt natural for them," said James Shields, Product Marketing Manager at Microsoft. Something that was designed with them in mind, rather than working around them as best they could.

A helping hand

Wanting to make sure they covered all bases, they did their homework. "We reached out to different members of the accessibility community. They gave us a tonne of feedback on the device itself - and even gave us feedback on the packaging."

They built strong partnerships with a number of charities and foundations, The AbleGamers Charity, The Cerebral Palsy Foundation, SpecialEffect, Warfighter Engaged, and a community rallied around the idea. Working closely with these groups and individuals ensured that every aspect of the design and functionality was as accessible as possible.

The product

The result was the Xbox Adaptive Controller, a "unified hub for devices" as their website puts it, "designed to meet the needs of gamers with limited mobility".

It became the building block for customisation, a sort of foundation to be pimped out with all kinds of external devices; mounts, switches, buttons and joysticks, for complete personalisation. Gamers could then customise their experience further with button remapping and profiles via the Xbox app or Windows 10.

It even came in specially designed packaging that previously hadn't considered the needs of those less able-bodied, "accessible and easy to use from the very beginning".

The launch

To introduce this brand new product to the world, they recruited a team of real users that had inspired the project - a fresh crop of influencers that would tell their story to the world, "on the biggest game of the year - the SuperBowl".

The cast showed how the product worked and how it could be reworked according to their needs. The heartwarming how-to video tutorials that followed showed the amazing positivity of these inspirational kids and the joy that being able to play brought them.

Results

The campaign video gained over 40+ million views, 35 million dollars in earned media, delivered a 246% increase in social voice and was named the #1 most effective SuperBowl ad. All while raising brand awareness and bringing Microsoft's mission of making tech more inclusive to all, to life.

Most importantly, it set a new standard and raised the bar for other brands' too, inspiring competitors like Sony to be more inclusive.

Now the experience of playing video games is the same for everybody. It's not just changed the game; it's levelled the playing field.