Accessibility, understood as the inclusion of users with specific disabilities for the proper operation of products or software, should not be seen as a nice-to-have feature, but rather as a leverage for more reach, customer approach and reputation in products and services.
This becomes more relevant startups and rising ventures, which seek to differentiate from competitors. When considering accessibility from the beginning, not only user groups are acknowledged and integrated, which were once excluded, but new products and services are developed which offer a clearer usability, stronger access to audience and are future-oriented.
In this first post from the SoNaR Project’s Accessibility and Games areas, part of the enaCom department of the University of Bonn, we show you successful examples from gaming, digital and tabletop startups and how accessibility was integrated into their product structures.
Indie Games: Celeste as example of gameplay accessibility
Celeste is a platform 2D videogame developed by the Indie Studio Maddy Makes Games, now Extremely OK Games. As a rather small studio, it’s not a so-called “AAA”-Studio like Rockstar Games, Capcom or Sony Studios, which have large budget and investment capabilities. This awarded videogame is known, what accessibility pertains, by its Assist Mode: Players are able to configure gameplay parameters such as game speed, damage to the player’s avatar, character resistance, or even be able to skip whole game chapters. These options have the goal to support players who might require a slower-paced gameplay due to cognitive or senso-motoric (hand-eye movement) reasons, all without lowering the game’s challenge feeling. Thus, gameplay goals, story and narrative do still need to be unfolded and reached by playing, whereas accessibility is enforced only to help players reach this goal and overcome the game’s tasks.
For a videogame, it’s also important that accessibility features are not hidden, like in a secret game menu or by entering a combination of codes. As well, there has to be a clear communication that using accessibility is a legitimate action and doesn’t lower the challenging feeling of the game.
Apps: Be My Eyes as accessibility-first startup
The Danish app “Be My Eyes” connects users with visual disabilities with volunteers and other users without this handicap, and features since 2023 an AI assistant for visual descriptions in real time (called “Be My AI”). The application’s business model does not feature accessibility as a side option to be turned on or off, but places it, and the reduction of barriers between users, as the core feature. Here, this as an “Accessibility First” approach.
The Be My Eyes application registers 100,000+ users worldwide, more than a million volunteer assistants and is considered one of the most influential accessibility innovations in the last years; Time even awarded Be My Ai as one of the “Best Inventions”. For Startups, this sends a strong business opportunity signal: Who targets the needs of specific – and even sometimes marginalized – user groups, can reach yet undisputed and new markets and business eco-systems, instead of adapting already existing products.
Tabletop Games: Inclusive Imagination as Design Laboratory
Tabletop game startups such as Inclusive Imagination, funded in the USA, show how universal, inclusive design can be considered at the beginning of product development. Its tabletop games Enchant IGC, Apprentice IGC, Touch & See or Galxy Dice include haptic aid, braille reliefs, clear layouts and high-contrast color palettes, which are not part of a “Special Edition” of those games, but rather a standard component in every one of them. They allow, for example, blind people to enjoy the games with their sighted friends without feeling any gameplay disadvantage. Thus, what is sometimes understood as an “add-on” in a game for more accessible gameplay, is at Inclusive Imagination a main component.
Accessibility elements from tabletop or digital games, such as high contrast, large text, double color coding with symbols and textures, or haptic feedback in objects (dice, figures, cards, etc.) are applied here without extra game rules to be needed. Startups which want to develop physical games, or ones using hybrid formats (like a digital application to be used while playing) show, this way, accessibility awareness and consideration of different target audiences, all without having to develop other game versions.
What can startups learn from these examples?
These examples provide three takeaways:
- Start accessibility early: Celeste and Inclusive Imagination show that including accessibility features at the beginning of the product development are more consistent to the product concept, and cheaper to implement, than “fixes” on a later point. This is what is also considered as inclusive design.
- Include your audience: all three examples work closely with handicapped user groups (cognitive, visual, haptic impairments) and allow them to gain valuable audience insights, improve their products’ quality, and give them positive mouth-to-mouth marketing.
- Growth and Funding: Inclusive products and services expand the target audience, sink drop rates (stopping using the product) and are interesting for various Venture Capitals: accessibility signals product maturity, risk awareness and ESG (Environment, Social, Governance) fit.
How can startups begin using accessibility?
We created a short checklist with clear steps, so you can consider accessibility features efficiently in your products and projects
- Plan early: Include accessibility in user journey, wireframes and component libraries. Later additions can become expensive and inconsistent with the original product.
- Approach target audience realistically: at least 15-16% of the world population live with at least one disability (WHO report, 2023); if accessibility features were implemented, wider user groups could be reached.
- Include your target audience: perform structured oriented tests with subjects with a certain disability, employing tools such as remote tests, feedback rounds, panels, interviews, etc.
- Small standards, big effect: high contrast, large text, clear language, haptic feedback, alternative inputs and error tolerance are already a good baseline, relatively easy to implement without incurring in large investments
- Accessibility in your Pitch Deck: show in your pitch deck and product description which accessibility standards are already included – this shows investors and clients professionalism, risk awareness and growth potential.
