Xbox: This Is How We Do It
Summary:
To launch Xbox’s Adaptive Joystick and Thumbstick Toppers, McCann London created the "This is How We Do It" campaign with an inclusive focus on accessibility. Unveiled at Gamescom, the campaign spotlighted individuals with limited mobility experiencing gaming in their unique ways, embodying Xbox’s motto, “when everybody plays, we all win.” This case study highlights how Xbox collaborated with the gaming community to create and promote adaptive technology, reinforcing their commitment to disability inclusion.
Overview & Challenge:
The campaign’s primary objective was to raise awareness about Xbox's expanding accessibility range, promoting their new Adaptive Joystick and Thumbstick Toppers as world class tools for inclusive gaming. Unveiled at Gamescom, the campaign sought to encourage gamers of all abilities to join the Xbox community. By celebrating all gamers, Xbox aimed to dismantle barriers and position its brand as a champion of accessible gaming, in line with their commitment to inclusivity. The campaign underscored Xbox’s ambition to not only develop adaptive devices but also shift perceptions, helping people see gaming as an experience anyone can enjoy.
Strategy & Solution:
Xbox took a community-driven approach, collaborating directly with gamers with disabilities to co-create their adaptive products. The campaign's creative approach, spearheaded by McCann London, focussed on freedom and empowerment. "This Is How We Do It" showcased the inspiring stories of three gamers who skilfully utilised these adaptive devices to enjoy gaming. It highlighted the confident and uplifting spirit of the players, set to the iconic soundtrack by Montell Jordan, This Is How We Do It. By using a real-world, collaborative approach and harnessing the vibrant gaming community’s input, Xbox brought a sense of authenticity and community engagement into every facet of the campaign.
Results:
Although quantitative results are upcoming, the campaign has already sparked widespread community appreciation and engagement online. Social media responses such as “Gamers are gamers, and I love how you take care of all of us” underscore the campaign's impact. Thousands have expressed enthusiasm for Xbox’s inclusive efforts, with one fan noting, “Everyone deserves to enjoy video games. Thanks, Xbox, for doing this.” Xbox’s adaptive technology has been heralded as a meaningful step forward in accessible gaming, inspiring others to follow suit.
The “Xbox Adaptive Joystick” will be available to purchase in early 2025 in select Xbox markets worldwide, with the complimentary 3D printable files for adaptive thumbstick toppers available now via Xbox Design Lab.
The Adaptive Joystick is more than a piece of hardware; it's a statement. 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.
Jim Nilsson, Creative Director at McCann London
Having been involved in this campaign is an absolute dream for me. 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.
Cheyenne DeMar, a member of Xbox’s community who features in the announcement film
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'This Is How We Do It' for Xbox
To launch Xbox’s Adaptive Joystick and Thumbstick Toppers, McCann London created the "This is How We Do It" campaign with an inclusive focus on accessibility. Unveiled at Gamescom, the campaign spotlighted individuals with limited mobility experiencing gaming in their unique ways
