A leader in visual solutions, Optic 2000 has been committed to improving the autonomy of the visually impaired for many years. In 2023, this commitment was exemplified through their support for the start-up Artha, which developed a transformative haptic belt. This belt converts visual data into tactile impulses, allowing blind or partially sighted users to navigate both virtual and real environments with ease.

To promote awareness of visual impairment and showcase innovative aids, Optic 2000 launched the "Optic 2000 Challenger" in partnership with Artha. This initiative aimed to include France’s first visually impaired e-sport player, Salim Ejnaïni, in mainstream video game competitions. Salim, blind since the age of 16, competed in Trackmania at the Gamers Assembly on March 30, 2024, in Poitiers. The event's dual goals were to demonstrate that visual impairment does not limit independence, and to encourage eye health awareness among gamers.

To garner the attention of the target audience, Optic 2000 launches the "Optic 2000 Challenger" challenge: to have the first visually impaired Frenchman take part in an e-sport competition against sighted people. Salim Ejnaïni, blind since the age of 16, agreed to take up the challenge on Trackmania (a cult car racing game) at the Gamers Assembly on March 30, 2024. He used the haptic belt developed by start-up Artha to help him find his way around the circuit.

It's a tough challenge, because the aim is to achieve something that might seem impossible: to play a video game that requires extreme visual reflexes while blind.

The campaign drew on Salim Ejnaïni's reputation and that of the annual Gamers Assembly event to highlight the visually impaired through an interactive experience led by the community. With the key message 'Gaming knows no barriers', we wanted to show that technological innovations such as the haptic belt can enable visually impaired people to take part in e-sports competitions. Targeting gamers via the media (digital, TV and press) in the traditional, health and disability sectors, we distributed attractive content including a video on the Brut media platform. This strategy not only raised awareness about the challenges of low vision amongst a wide audience, but also involved them directly in the story, transforming their perception of disability and gaming. By making the experience participatory, we fostered a sense of community and advocacy, further amplifying the reach and impact of the campaign.

To launch the "Optic 2000 Challenger," Optic 2000 funded the start-up Artha to create a belt that helps visually impaired individuals perceive their surroundings.

The belt is attached to the wearer's lower back and contains hundreds of pins that activate according to the shapes perceived by a camera attached to glasses. Connected directly to artificial intelligence, the belt sends all the important visual information to the lumbar nerves, enabling the visually impaired person to model their environment in 3D. The belt aims to be as discreet as possible, wrapped in designer textile materials.

This ground-breaking belt was demonstrated at the Gamers Assembly. Wearing the belt, Salim Ejnaïni competed in Trackmania against skilled, sighted gamers and later shared his experiences on the main stage.

Following the event, a Brut video detailing the project was released, further expanding its reach and impact.

The campaign generated a total of over 100M impressions.

Video broadcast on Brut, a powerful and digital French media platform, including its TikTok, Facebook and Instagram accounts:

• + 3 million views

• Engagement rate 5x higher than the Brut average

Press & Public relations:

• 6 press coverage events including 2 prime-time news programs on major French TV channels (M6 and France 3)

Twitch lives:

• An average of 128,000 viewers during the Gamers Assembly live

An event stand to present the “Optic 2000 Challengers” to all participants:

• More than 150 eye checks per day

• 450 people made aware of visual protection by playing video games with distorting glasses