In recent years, June has become a month where corporations rainbow-wash their marketing for money and brand-building.
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Xbox Publishing will also host a livestream of Tell Me Why on June 23 to fundraise for Trans Lifeline the game, which stars a trans character, is also free for the month of June. Luckily, Microsoft is also donating money to various LGBTQIA+ nonprofits, including OutRight Action International, African Rainbow Family, National Center for Transgender Equality, Mermaids, Lavender Rights Project, and Fulcrum UA. It’s a symbol of the LGBTQIA+ communities that inspired it, and a call to continue efforts toward inclusion and representation across all gaming spaces.” Here’s the thing: The controller is just a controller. The Xbox Wire Pride controller announcement takes on a bold tone: “But this isn’t just a controller. Here’s the completed look, in person, after I unboxed mine:
The 2022 Xbox Pride controller will start at $79.99 USD, per an Xbox representative, and various add-on items - like rubber grips or metallic finishes - will cost more. But because I am boring and prefer neutral colors, I ended up going all-white on the rest of my controller, to make the top case stand out more. I tried out a combination of pinks and purples, in matte and metallic styles, to experiment with the look of the controller. From there I fiddled with myriad colors for the rest of the controller. I took on the role of designer and headed to the Xbox Design Lab website and selected the Pride top case - which sports a vibrant pattern made from a combination of 34 different flags. Microsoft gave Polygon the chance to customize one of these controllers during Pride month, which would then be sent to us.
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Announced on June 1 via Xbox Wire, the controller is part of Microsoft’s Pride-themed branding push that includes Pride-themed Xbox merch, Windows wallpapers, and Surface Laptop skins, as well as in-game content like an emblem and nameplate in Halo Infinite and rainbow liveries in several Forza games. It’s a solid change, after 2021’s Pride controller was only offered to influencers and select media people, in an interpretation of “inclusivity” that was pretty quickly roasted. Xbox’s 2022 customizable Pride controller is officially live, and it’s available for anyone - not just influencers - to purchase.
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