Xbox has launched a new campaign showcasing accessible gaming features, designed to enhance the gaming experience for fans with disabilities.

Created by McCann London, the campaign titled ‘This is how we do it’ centers around a 105-second video set to Montell Jordan’s 1995 hit song of the same name.

The film authentically showcases the joy that accessible gaming can bring to people with disabilities by sharing the real stories of three gamers who use these adapted devices.

Directed by Simon Frost and Ben Hanson of Witness, the film will be featured across Xbox’s social media channels and on the Xbox Wire content portal.

McCann Creative Director Jim Nilsson, stated: “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.”

Cheyenne DeMar, an Xbox community member featured in the film, added: “Being part of 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 culmination of everything I’ve worked for.”