As Xbox innovates again, is the gaming industry finally getting accessibility right?

Major players like Microsoft and Sony are driving this change, developing highly customizable controller kits to enhance accessibility and adaptability for all players. These include Microsoft’s Xbox Adaptive Controller, a versatile tool that connects with external switches, buttons, mounts and joysticks, and Sony’s PlayStation Access Controller, featuring swappable components including various buttons and stick caps.

These devices cater to around 46 million gamers with disabilities in the US alone, as estimated by AbleGamers, a non-profit focused on improving gaming accessibility. According to Return on Disability, the total market comprised of people with disabilities controls an annual disposable income of $1.9 trillion.

Microsoft plans to launch its Adaptive Joystick and Thumbstick Toppers in early 2025, designed to complement the Xbox Adaptive Controller. These devices, first unveiled at Gamescom – the world’s largest annual gaming event held in Cologne, Germany – allow users to print custom parts to meet their specific needs.

“These products are meant to help enhance accessibility for gamers with disabilities by giving [them] even more accessibility options to choose from ... in a way that helps empower them to play the games they want, with the people they want, anywhere they want, in a way that works for them,” Kaitlyn Jones, senior accessibility product manager at Xbox, tells The Drum.

“We know that gaming with a disability is highly individualistic, so being able to provide different accessibility options for players allows us to meet them wherever they are in their gaming journey,” says Jones.

To demonstrate the tangible impact of these devices, Xbox launched the ‘This is How We Do It’ campaign earlier this month, created in partnership with McCann London. The campaign features a film that celebrates the stories of three gamers with varying abilities, showcasing how they personalize their setups to fit their unique needs.

Jones from Xbox explains that the research and development of the Xbox Adaptive Joystick and Thumbstick Toppers were guided by direct feedback from players with disabilities, conversations with non-profits, and hands-on testing over several years.

Jim Nilsson, creative director, and Alex Passingham, strategy director, at McCann London are behind the work for Xbox. “One of the key elements that was critical for Xbox when it came to creating the ‘This Is How We Do It’ campaign was involving real players with disabilities,” the pair say.

“There is a common mantra among the disability community: ‘Nothing about us, without us.’ This is something Xbox takes to heart whenever designing a new accessibility feature or product – and we wanted to showcase this through the campaign as well.”

Addressing the challenges & opportunities

Developing universally effective controllers is challenging, as no single piece of hardware can address every individual’s needs. Experts note that while these devices significantly improve and democratize gaming opportunities, a one-size-fits-all solution is largely unattainable.

Mykola Pirozhenko, chief operating officer at Kudos.tv, a platform providing design resources for gamers, streamers and content creators, and a person with a mobility disability, explains: “The challenge with any hardware device is that it can’t meet the needs of every individual. Some may be missing limbs or unable to move certain parts of their bodies precisely. This makes creating universally effective controllers a difficult task.

“However, when a device is well-designed, it can open up the possibility of gaming for many people who might not otherwise be able to participate.”

Fabio Devin, an accessibility expert who has developed assistive solutions for conditions such as Alzheimer’s and cerebral palsy, commends Xbox and Sony for their inclusive hardware.

“The range of disabilities covered by these new devices is really broad, extending from minor or temporary disabilities – such as a broken arm – to severe conditions like cerebral palsy,” Devin says. “From a user experience perspective, the controls are very effective in meeting these needs.”

Devin argues, though, that hardware is only part of the solution, and game software also must adapt to meet the needs of disabled individuals.

“No matter how much hardware is improved, it will be useless if the games themselves don’t follow that trend,” he says. “Unless games are specifically designed for people with disabilities (usually slow-paced, calm colors, low cognitive load), this is not the case. Mainstream games are following the complete opposite path.”

Pirozhenko also highlights differences in pricing and distribution strategies: “Xbox offers two distinct accessibility products: the Adaptive Controller, available at $99, and the forthcoming Adaptive Joystick, which adds another $30. To achieve a fully customizable and accessible experience, users will need to invest around $130 in total. In contrast, Sony’s system combines everything into a single package, priced at $90, making it more streamlined and cost-effective for gamers with disabilities.”

He adds that current distribution strategies limit access. While Sony’s accessibility solution is available through a broad network of retailers in various countries, Xbox’s joystick will only be sold through the Microsoft Store and is limited to select markets.

“This limited distribution could hinder the reach and impact of Xbox’s accessibility tools, especially in regions where the Microsoft Store isn’t easily accessible or not available at all,” he adds.

A step in the right direction

Despite these challenges, experts agree that these new technologies indicate a major step forward for inclusivity and marketing alike.

“Disabled people exist in all spaces – we are entrepreneurs, authors, gamers and so much more,” says Tiffany Yu, founder and chief executive of social enterprise Diversability and a person with an upper extremity disability. “I truly believe that designing with accessibility in mind is a competitive advantage. [It’s] just good design and often has broader appeal beyond the disability community, such as audiobooks and electric toothbrushes.”

Martyn Sibley of Purple Goat, an ad agency specializing in diverse and inclusive campaigns, supports this view and highlights the broader impact of inclusive design.

“The large disabled community within gaming has been so often ignored or left out of campaigns for gamers. Finally, we’re now seeing massive growth in accessible gaming innovations,” says Sibley. “As we say to brands and clients: ‘accessibility isn’t just a nice thing to do.’ There’s a real bottom line incentive to building these sorts of features … Being able to resonate with the disabled community is to make them feel seen.”

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