Microsoft Highlights Xbox Adaptive Controller in Emotional Super Bowl Commercial
Microsoft airs its first Super Bowl ad in four years to showcase the Xbox Adaptive Controller, a device designed to help gamers with limited mobility. The commercial features children with disabilities and emphasizes the company's commitment to inclusive gaming.
Microsoft debuts an emotional new Super Bowl commercial that highlights the Xbox Adaptive Controller, marking the tech giant's first Big Game advertisement in four years. The video features children with disabilities who share how the specialized controller allows them to enjoy video games. The overarching message of the ad is that when everybody plays, we all win.
The Xbox Adaptive Controller is designed primarily for gamers with limited mobility and serves as a unified hub for various assistive devices. It features two large programmable buttons alongside numerous jacks and USB ports. Microsoft develops the device in close collaboration with nonprofits like The AbleGamers Charity and The Cerebral Palsy Foundation to ensure the design meets a wide range of physical needs.
Airing during Super Bowl LIII between the Los Angeles Rams and the New England Patriots, the ad represents a massive financial investment for Microsoft. A 30-second spot during the broadcast costs a record-breaking $5.25 million. Microsoft intentionally prices the Adaptive Controller at $100 to make the assistive technology as affordable as possible for the families who need it.