JBL is a pioneer in providing quality audio solutions, however when it comes to audio for gaming, the brand is fairly new to the market.

Our QUANTUM series (gaming headphones) is not widely known even though it offers revolutionary spatial audio and head tracking technology.

We were far behind our competitors when it came to being recognised for our superior audio tech among gamers. The challenge that was given to us was simple: make gamers take QUANTUM headphones seriously by building a strong emotional association to gaming while proving its functional superiority. The objective was to showcase QUANTUM's incredible technology and position the brand as an enabler of amazing experiences for all.

Guide Play's creative idea revolves around transforming the gaming experience for the visually impaired by introducing an innovative audio solution. Leveraging cutting-edge A.I and machine learning, the technology converts in-game elements into spatial sounds, providing a unique and accessible way for visually impaired individuals to perceive their virtual environment. The technological magic lies in emulating echolocation through JBL Quantum's advanced head tracking and Spatial Audio technology, enhancing awareness within the game for visually-impaired gamers. By translating visual cues into auditory signals, Guide Play not only addresses the challenge of exclusion but also elevates the overall gaming experience for the visually impaired. The creative concept prioritizes inclusivity and user empowerment, marking a pioneering stride in making the gaming world accessible to a broader audience, ultimately fostering a more diverse and enriched gaming community.

In a gaming landscape dominated by visually immersive experiences, there is a stark exclusion of visually impaired individuals, numbering over 50 million worldwide, from enjoying the most played games in the world. This situation highlights a significant gap in inclusivity, particularly within the first-person shooter genre, where none of the leading titles cater to the needs of the visually impaired. We saw an opportunity not only to address this issue but also to showcase the capabilities of JBL Quantum headsets, while making the brand famous to build a stronger association among the gaming community.

Guide Play took nearly two years through collaboration with blind societies, ensuring a comprehensive understanding of the visually impaired gaming community's needs. From research to prototype, to software development, map creation, and final release.

One of the most important aspects of the project was to make the software fully accessible and easy to use. The Guide Play software was built following international accessibility guidelines, ensuring easy navigation for the visually impaired. The software is activated before playing the game, and once opened, players can calibrate the sounds according to their headsets. They can choose the volume of each sound and specify which sounds they want the software to play from a list of over 100. The software also adjusts Spatial Audio automatically.

Another key element of the project, highlighted by the visually impaired community, was the creation of a training map. Guide Play is currently available for Counter-Strike 2, and just like any game, we have created an exclusive map where visually impaired players can practice and become familiar with both the software and the game itself. The map has six distinctive areas, each one designed to train a specific aspect of the game.

Here's the project timeline:

• The research started in Jan 2022.

• Tech development and explorations started in Aug 2023.

• Able Gamers joined the project in Sept 2023.

• The first prototype was tested in Nov 2023.

• The PC software started to be developed in Oct 2023.

• A training map was designed together with the community in Nov 2023.

• The final version of the software was released in January 2024 for over 1,000 players in selected countries.

• It will be made open-source and globally launched in March 2024.

We launched Guide Play for over 1,000 gamers in selected countries. They were not only just able to play but also thrive within the game. Their feedback was used to perfect the software further. Guide Play is set to be freely available for everyone from March 2024 promoting widespread adoption and open-source integration with the vision of encouraging widespread adoption among companies and developers, facilitating innovation and accessibility enhancements within the gaming community. By embracing an open-source model, we unlock unparalleled scalability for the project. Originally designed to underscore the significance of audio in gaming and the necessity of quality products for an enjoyable experience, Guide Play transcends the confines of the headset debate; it harbours the potential to revolutionise the entire gaming landscape. Testimonials from numerous visually impaired gamers reaffirm the software's success and transformative impact.