Entertainment Lions For Gaming > Challenges & Breakthroughs

THE GAMING CAP

VMLY&R, Sao Paulo / DELL / 2023

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Gaming Entertainment?

Deaf people have always been excluded from a competitive gaming experience.

Because in-game audio is an essential multidimensional tool.

Without this, it's almost impossible to play in equal conditions.

That's why Dell, in partnership with Alienware, launched The Gaming Cap.

The first technology that allows deaf people to feel the gaming sounds they can't hear.

By using this wearable tech, the deaf community's disability doesn't affect their ability to game anymore.

This branded innovation connects this +300MM community not only with Dell hardware but the entire gaming world.

The device is compatible with all gaming platforms and major gaming franchises.

Background

Dell has been using technology to lead community-centric initiatives supporting inclusion in the digital world.

This time, the challenge was to make competitive gaming more inclusive for deaf people, through its brand Alienware.

Because, as you know, the in-game audio is more than the soundtracks.

It's an essential multidimensional tool for gameplay.

The company's objective was not to raise awareness of the situation.

Not even make people think about this.

The objective was to find a solution. A real solution.

In other words, to create something that completely changes the gaming experience for deaf people.

Making Dell and Alienware lead the gaming industry's mission of inclusion and empowerment.

A Dell’s sub-brand that has the purpose and slogan Defy Boundaries.

Of course, using the core business of both brands: technology.

Describe the strategy & insight

The Gaming Cap was created FOR deaf people and WITH deaf people.

Everything started when we found out how they felt about the gaming experience: the multidimensional audio was an insurmountable barrier for them.

It's an entire community, a +300MM audience, that was feeling excluded.

Once the problem was verified, the development of the solution was started.

During the process, The Gaming Cap had consultancies from accessibility experts and inclusion specialists.

Like ABLE GAMERS (accessibility in gaming) and AME (inclusion of people with disabilities).

After months of development, the device that turns 360º gaming audio into 360º vibrations was concluded.

While the technology sector was developing it, other teams were working on how to turn the wearable device into something aesthetical.

The Gaming Cap had 100% approval in all tests with the deaf people with profound deafness.

Describe the creative idea

The Gaming Cap is a first-of-its-kind hardware that translates 360º sounds in games into 360º vibrations.

Which allows deaf people to feel the gaming sounds they can't hear.

The innovative device was designed and developed through extensive research and tests in partnership with Able Gamers (accessibility in gaming NGO), AME (Brazilian renowned accessibility NGO), and the local deaf community.

This wearable device is compatible with all major gaming franchises and will be included in Dell's global portfolio as a free ad-on for those who are hearing-impaired.

By developing The Gaming Cap, Dell and Alienware transformed once for all the gaming experience for deaf people.

It's a breakthrough step in the path of a more inclusive gaming world.

As technology brands with a historic commitment to raising the inclusion, that also means a powerful walk-the-talk.

Describe the craft & execution

The Gaming Cap works through the digitization of analog signals that are classified into frequencies and amplitudes.

Applying multiple filters to the incoming 360º gaming sounds, the device is able to minimize noise, isolate the desired frequencies and translate those into pulses and vibrations.

First, audio from the source comes into the device.

Then frequencies are separated into ranges that are converted into pulses.

Those pulses travel through the device to different actuators and deliver the desired 360º experience through vibrations.

The Gaming Cap was developed by a multidisciplinary team of engineers, audio engineers, accessibility specialists and inclusion consultants. And, above all, alongside the deaf gaming community, involved from the proof of concept version until the final device.

Guaranteeing the best experience for deaf people according to the public that matters the most: themselves.

Describe the results

The Gaming Cap had a 100% approval in all tests with deaf community. All participants felt that it completely changed the gaming experience.

As Isabella Theodoro, a participant, said "now I understand how gamers that can hear feel". Rafael Rugo Pereira said "I feel like someone borrowed me a pair of ears". Ana Emilia, another deaf gamer, said that "It feels like I am inside the game, really playing".

The Gaming Cap will be included in Dell's global portfolio as a free ad-on for those who are hearing-impaired. And it is also in a patent registration process.

Dell and Alieware did the first step in the path for a truly inclusive gaming world for deaf people.

Please tell us how the work tackled and confronted disparities within the gaming community / industry.

The Gaming Cap is a game-changing wearable device for deaf gamers.

In the gaming world, audio is much more than a soundtrack: it is a multidimensional tool essential for the experience.

Without the audio, deaf gamers never played in the same conditions as people who hear.

With The Gaming Cap, this deaf community disability didn't mean a leak of ability to play anymore.

They finally have been included in the complete gaming experience. For the first time ever.

In the development process, Dell and Alienware worked side by side with Ame and Able Gamers: NGOs that have been in the diversity and inclusion field for decades.

Mila Ayleen (deaf gamer participant) said: "Gaming is an old passion but this time I experienced it in a way that I never ever dreamed of".

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