Xbox Equality Controller
Game controller packaging
Women make up approximately half of the gaming community. Despite this, female gamers are often faced with sexist discrimination. Xbox believes that gaming is for everyone. So with just a minimal design intervention, two new functions were added to the “B”, one of the most used controller buttons: to remind users that all players are equal—and to empower women. As packaging (and unboxing) plays a significant role in the gaming community, Xbox turned the boxes into collectibles depicting epic scenes of heroic women breaking barriers in the video game industry and celebrating their achievements on each box.
Date of Launch
2021
Development Time
up to 12 months
Target Regions
Australia / Oceania, Europe, North America, Specific country/region: Turkey, South Africa, China, Korea, Mexico, Argentina, Brazil, Latin America
Target Groups
Consumer / User