Video games let us experience community, connection, and a chance to enter new worlds where we can do incredible things. But those with limited mobility have been left out. The Xbox Adaptive Controller is an innovative controller designed for people with limited mobility. “Changing the Game” demonstrates the power of the Adaptive Controller to level the playing field and make the gaming world a more inclusive place. It didn’t just change the way gamers with limited mobility played, it changed the entire gaming industry, with major competitors like Google enabling their platforms to be compatible with the Adaptive Controller.

The video game industry has long ignored players with limited mobility. As a result, gamers with limited mobility would either hack together hodgepodge tools and homemade controllers or had to spend a lot of money on a custom controller just to be able to play. For most, gaming was impossible. As the brand committed to empowering everyone to achieve more, Microsoft designed the first controller for gamers with limited mobility that enhances their gaming experience and empowers them to compete in new ways. We wanted to shine a light on how the Xbox Adaptive Controller is empowering people with limited mobility to play on a level playing field with other gamers for the first time.

The video game industry has long ignored players with limited mobility. As a result, gamers with limited mobility would either hack together hodgepodge tools and homemade controllers or had to spend a lot of money on a custom controller just to be able to play. For most, gaming was impossible. As the brand committed to empowering everyone to achieve more, Microsoft designed a controller for gamers with limited mobility that enhances their gaming experience and empowers them to compete in new ways. We gave the device to gamers with limited mobility and filmed their experiences. Their voices and experiences with the Adaptive Controller became the backbone of each element of the campaign demonstrating the power of accessible technology to level the playing field and make the gaming world a more inclusive place.

A group of gamers with limited mobility approached Microsoft and asked them to address the challenges they had playing with traditional Xbox controllers. The Xbox Adaptive Controller originated from a company-wide hackathon where every engineer contributed to the solution. The design was chosen to accommodate as many people with limited motion as possible.

Also, Microsoft employees developed the prototype and final product through a couple of hackathons, and worked closely with The AbleGamers Foundation, The Cerebral Palsy Foundation, SpecialEffect and Warfighter Engaged to help shape the design, functionality, and packaging of the Xbox Adaptive Controller. Several patents were secured and key timings include:

• Hosted two core hackathons to develop the controller; Hackathon #1 - July 2015; Hackathon #2 - July 2016

• Greenlit as an ‘official’ program – April 2017

• Product Announcement – May 2018

• Product Launch – September 2018

• Now available to purchase in 24 markets [more to come in 2019]

Microsoft estimates there are over 1 billion people around the world living with disabilities. The Xbox Adaptive Controller was made for them. It features large programmable buttons and connects to external switches, buttons, mounts, and joysticks to help make gaming more accessible for people with limited mobility. It’s designed for people with one hand, no hands, or lack of fine motor control. Designed to be inclusive in every aspect, it’s affordable, extensible, easy to set up and can adapt to each gamer’s specific needs. The design is sleek and clean, and doesn’t stand out as an “accessibility tool.”

The Xbox Adaptive Controller entered the market and was on shelves starting in the fall of 2018. The device leveled the playing field for 33 million gamers with disabilities. It didn’t just change the way gamers with disabilities played, it changed the entire gaming industry, with major competitors like Google enabling their platforms to be compatible with the Adaptive Controller.

$35 Million in Earned Media

246% increase in Social Voice

#1 most effective Super Bowl Ad

1.1 Billion impressions

879% increase in #GamingForEveryone

77% increase in conversation about inclusive gaming

58% increase in conversation about inclusive design

242% higher social share of voice