Xbox levels the playing field of gaming with new adaptive tools for disabled gamers

A new campaign, ‘This Is How We Do It,’ created by McCann London, showcases the inspiring stories of three gamers who use Xbox’s new Adaptive Joystick and Adaptive Thumbstick Toppers to play in ways that are uniquely their own. Whether it’s using their chin or feet, the gamers are able to participate in their favorite games with newfound freedom and comfort.

Set to Montell Jordan’s upbeat track This Is How We Do It, the spot strikes an empowering yet heartfelt tone.

“Having been involved in this campaign is an absolute dream for me,” said Cheyenne DeMar, a gamer who features in the film. “I’ve always wanted to make a difference and help people, so collaborating with Microsoft and Xbox to launch their Adaptive Joystick feels like the result of everything I’ve ever worked for.”

Both the products and their hero film debuted today at Gamescom, the world’s largest annual gaming event in Cologne, Germany. The film was directed by Simon Frost and Ben Hanson, co-founders of production studio Witness. Fashion photographer Lara Angelil was enlisted to capture the campaign’s visuals.

The Adaptive Joystick — which will hit shelves in early 2025 — represents a notable addition to Xbox’s accessibility lineup, already including the Xbox Adaptive Controller introduced in 2018. Designed to cater to various mobility needs, the joystick connects with the Xbox Adaptive Controller for an adaptive setup or can be plugged directly into a console or PC.

“The Adaptive Joystick is more than a piece of hardware; it’s a statement,” said Jim Nilsson, creative director at McCann London. “It’s about inclusivity, empowerment and giving more people access to gaming. Because when everybody plays, we all win. This campaign celebrates the Xbox community and how they play, and we hope it will inspire more people to discover the joy of gaming.”

Complementing the joystick are the brand’s new 3D printable Adaptive Thumbstick Toppers, available through Xbox Design Lab. Various customizable options are available for tailoring the gaming experience to individual needs.

The campaign builds on a long-standing partnership between McCann and Xbox, which began in 1999.

McCann New York’s campaign for the original Adaptive Controller won the Grand Prix at the Cannes Lions Festival of Creativity in 2019. In June of this year, Xbox’s creative campaign, ‘The Everyday Tactician,’ by McCann London, also took home the Entertainment Grand Prix.

The campaign rolled out this week on Xbox Wire and across social media.

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