Customer Challenge

People in the disability community often struggle to identify which accessibility features are included within a game or experience and if the implementation will meet their needs. This is especially challenging as players want to ensure they are investing in games that they will be able to play. 

Accessibility features are not yet a standard expectation. Features and settings that are buried in menus and options often result in players not being aware of their existence, resulting in underutilization.

Business Impact

• 25-30% of Xbox Gamers identify as having a disability.
• 10% of Xbox Gamers report that they have a disability that impacts their gaming experience.
• When we share about our products, we want our customers to take action. But if we haven't included Accessibility information in our messaging, we aren't giving customers the information they need to engage. 

References: Xbox Research Synthesis 2020 & Xbox Accessibility Survey: Gaming Habits & Preferences (Q3 FY20)

Source: Accessibility.com 2022 State of Accessibility in Gaming​

Share inclusive features in product: 

• What are the key options in your experience that could help a customer be successful?
   
• Are you exposing accessibility features by turning them on by default or surfacing them during the starting flow sequence?
  
  
• Are there any features that should be highlighted in the initial tutorial or loading screens? 
   
• If a player is struggling in your experience, would it make sense to prompt them about using any features or settings?
   
• How do you communicate to users about what a feature does and how it might support them? 
   
• Do you have telemetry to track which features and settings are used? 
   
• Did you include players with disabilities in your design process so that the features are easily found? 
   
• Have you tagged your experience with the Accessibly Feature Tags so that customers can see what features you support in the store? 

Sharing your features in marketing: 

• Have you identified key influencers within the disability community to engage?
   
• Do you have a product page that will communicate what accessibility features are available to players or users? 
   
• When talking about accessibility features, are you providing rich details that make a difference to players with a disability? For instance, instead of listing subtitles alone, add that subtitles can be resized and support color choices?
   
• Are you doing livestreams or trailers of your accessibility features? 
   
• Are you planning to release a trailer of your game with audio descriptions? 
   
• Are you making your accessibility features known on social media or through marketing campaigns?
   
• Are you ensuring that accessibility is part of all key marketing communications for your product?