PC players might love to flex with “master race” memes, but when it comes to iconic gaming gear, console players have always had one edge over the other: the controller.
It’s been the standard symbol of plug-and-play gaming, of couch co-op marathons, and overnight boss grinding. But for all its nostalgic glory, the standard controller isn’t as universal as we like to think. For many gamers with physical disabilities, they were quietly being excluded not by the games, but by the very tool meant to connect them to the experience.
That’s what makes Xbox’s Adaptive Controller such a pivotal moment. Yes, it was a win for accessibility. But more than that, it revealed a deeper marketing truth, one that any brand, in any industry, and even in local markets, can learn from.
What does the Xbox Adaptive Controller do?
For decades, gaming giants like PlayStation and Xbox have raced to deliver faster load times and sleeker consoles. But with the Adaptive Controller, Xbox took a different path. Instead of pushing the limits of performance, they pushed the limits of participation.
The standard controller may be the norm for most. But for someone with a disability, they would struggle with:
- Small, hard-to-reach buttons,
- Triggers requiring too much force for inputs
- Controller shapes that don’t support special cases
Xbox went deep and partnered with organizations like AbleGamers, SpecialEffect, and The Cerebral Palsy Foundation to design a controller that worked for them. The result was a device with oversized, programmable buttons and a wide array of ports to accommodate external switches, mounts, and joysticks.
It was a move that said: You’re not an afterthought. You’re part of the plan.
And in doing so, Xbox strategically positioned itself as the poster child of inclusive gaming within the industry.
Brands That Got Inclusive Marketing Right
Inclusivity in marketing has gone beyond just tapping into niche markets. It holds great potential for brands creating lasting loyalty while expanding their brand’s reach.
Here are a few examples of brands that turned accessibility into a strategic advantage:
🎮 Apple’s VoiceOver and AssistiveTouch
Apple’s VoiceOver and AssistiveTouch were once considered “extras,” but Apple made them a core part of their user experience. What seemed like a niche feature soon became a standard that made Apple’s devices accessible to an entirely new audience, leading to an even fiercer loyal fan base.
🎮 Nike’s FlyEase Line
Nike’s FlyEase started with a clear focus: adaptive athletes. What began as an inclusive design for people with disabilities became a hit among busy parents, kids, and anyone who didn’t want to struggle with tying their shoes. In short: a simple idea made accessibility desirable, and that’s how FlyEase went from an adaptive feature to a universal must-have.
🎮 Skims By Kim Kardashian
When Kim Kardashian launched Skims, it was a response to a glaring gap in the market: the need for clothing that celebrates all body types. Not only did it resonate with women everywhere, but it revolutionized an entire category of fashion, proving that accessibility in design can make a brand unforgettable.
3 Ways to Make Inclusive Marketing Feel Real
Consumers can smell inauthenticity from a mile away. Saying “we care” without walking the walk just doesn’t cut it anymore. If you want your inclusive marketing to resonate (and not roll eyes), here are three ways to get it right:
1. Don’t speak for, speak with
Inclusivity starts with listening. Instead of guessing what a community needs or wants, involve them in the process. That could mean working with consultants from underrepresented groups, which potentially gives great visibility for your local Google Business Profile. When people feel like they’ve been heard and represented, they’re more likely to talk about it. That leads to more Google reviews, personal testimonials, and brand mentions that strengthen your presence in local search.
2. Build for the few, benefit the many
When Xbox created the Adaptive Controller, they weren’t just designing for disabled gamers, they were reshaping what accessibility in gaming could look like. If you’re a local business, this could be implementing accessible features like step-free entrances or sensory-friendly hours. They not only serve a specific group, but also stand out in local searches like “wheelchair-friendly café near me.”
3. It has to be consistent
Inclusivity’s non-negotiable is that it has to be a commitment. Don’t just show up for Pride Month or Disability Awareness Week; weave inclusion into your brand voice, product design, hiring practices, and storytelling year-round.
Let’s Create That Same Connection
Perfect execution of inclusive marketing for any brand has the potential to make your brand unforgettable. Because at the heart of any product, it’s about making people feel seen, heard, and genuinely welcome.
If you’re looking for help to create messaging that does the same, Jumper Media is here to help you do it right and do it with heart.
