Xbox Adaptive Controller Gets an Emotional Super Bowl Commercial From Microsoft

This Xbox Adaptive Controller advert shows how accessibility in games is important.

January 31, 2019

Last year the Xbox Adaptive Controller launched for Xbox One, a stunning device that allows players who struggle to operate a standard controller enjoy their favorite games. Coming up to Christmas 2018 we saw an emotional video focusing on Owen and his Xbox Adaptive Controller . In that ad, Owen’s best-friend rounded up his pals to come and watch him complete a game of sorts. Microsoft wants to make us cry again with their 2019 Super Bowl Commercial titled, “We All Win”.

Hold up. *wipes tears from eyes*

The extended trailer of Microsoft’s We All Win is embedded below and features several young gamers who are able to game thanks to the Xbox Adaptive Controller. Even Owen from that Christmas advert has an appearance! These lovely kids discuss why they love video games, and their supportive friends and family.


Parents come in and mention how video games allow their children to interact with friends in ways they can’t physically do otherwise. The children mention the difficulties they have with using the standard Xbox controller, listing struggles such as operating both joysticks at the same time, using the D-Pad, and Taylor’s Mother mentions her daughter has never “had the freedom to play at the level she knows she could.

Ian explains that he never felt it was unfair, but thought, “this is the way it is and it’s not going to change.”

A minute into the video and the children are shown unwrapping their Xbox Adaptive Controllers, praising it for allowing everyone to play, allowing them to focus on the screen and not the controller. Owen’s Father mentions that “one of the biggest fears early on is how will Owen be viewed by other kids. He’s not different when he plays.”

The confidence in the children when they talk about being able to hit buttons as fast as others, and “crush” their friends is utterly heartwarming.

The ending of the video finds the children cheering from a session of gaming with the outro reading, “When everybody plays, we all win.”

The Xbox Adaptive Controller has been available to get online since September last year, it also made Time Magazine’s Best Inventions list for 2018. A report from Engadget saw Gabi Michel, the Senior Xbox Hardware Program Manager say that “We wanted it to be affordable, we wanted it to be extensible. It needed to be easy to find, it needed to be easy to use, set up, play, everything.” Xbox’s Phil Spencer also hopes that the Xbox Adaptive Controller will drive the industry towards accessibility.

As for the Super Bowl, it’ll air Sunday, February 3, 2019. In it the AFC Champion New England Patriots, led by Tom Brady will face off against Jared Goff and the NFC Champion Los Angeles Rams. Kickoff is scheduled for 6:30pm EST.

Ben Bayliss

Based in the UK and adores venturing through FPS horrors and taking photos in pretty much anything with a functioning photo mode. Also likes car games.

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