Saudi telecom giant stc, which is evolving beyond telecom into a tech giant, in collaboration with creative agency VML Riyadh, have revealed details about the ‘Speak My Language’ campaign.
The campaign was centred around The Social Decoder – a smart tool that translates complex communications jargon used by gamers within esports arenas and virtual gaming worlds into autism-friendly, pressure-free language.
stc saw an often-overlooked problem that gamers with autism face while playing popular multiplayer games: Communication. The goal of the campaign was to remove any comms barriers and create an inclusive gaming environment. As such, The Social Decoder tool was built to deliver messages in a calm, literal tone, making team communication more accessible and inclusive.
Phrases such as “Cover my back” were phrased into “Watch for any danger behind me,” “Watch your 12” turned into “Look straight ahead,” and “Frag out” became “Throw grenades”.
This alteration from the rapid-fire coded language of multiplayer gaming, packed with slang, abbreviations and unfamiliar phrases, to a form of calm and understandable language helped those with neurodevelopmental disorders, such as autism, who tend to feel overwhelmed with the phrasing and tone of gaming comms.
جهاز كسر حاجز التواصل بين أبطال طيف التوحد ومجتمع القيمرز
قصة تحدّي.. ونجاح#قيمرز_طيف_التوحد pic.twitter.com/bqe8xT9FA1— stc السعودية (@stc_ksa) March 26, 2025
The initiative was first announced organically through an online video on stc’s X social platform. The tool then made its public debut at the stc booth at the Esports World Cup 2025 in Riyadh, where, for the first time, gamers with autism were invited to play their favorite games alongside their peers – fully engaged and empowered.
The Social Decoder tool was created by developer Rattel LLC and the campaign video was created by production house Blue Elephant.
In alignment with the Saudi Autism Centre of Excellence, The Social Decoder was rigorously tested with autism specialists to ensure it would not trigger sensory overload. Its universal design allowed it to work seamlessly with any game, device or language.
As such, ‘Speak My Language’ is more than a campaign; it’s a breakthrough. It demonstrates how creativity and technology can come together to address real-world challenges.
Firas Ghannam, Executive Creative Director, VML Riyadh, said, “‘Speak My Language’ is a campaign that reflects the power of innovation with purpose. It’s a step forward in creating meaningful connections through technology and creativity. With The Social Decoder, stc and VML Riyadh have taken a step toward a more inclusive future for esports, proving that when technology is guided by empathy, everyone can play, and everyone can belong.”
Of those who tried out The Social Decoder, 84 per cent of autistic gamers felt truly part of the team, with 93 per cent of them sharing very positive feedback, demonstrating a shift to active multiplayer participation and the creation of an inclusive space for those with neurodevelopmental disorders within gaming.
CREDITS:
Client: stc
Agency: VML
Production house: Blue Elephant
Developer: Rattel LLC
