Dolby targets Latin American consumers through gaming technology

Dolby is shifting its strategic focus in Latin America from a primarily B2B model to a more direct B2C approach. The company aims to increase consumer recognition of its Dolby Atmos and Dolby Vision technologies, encouraging users to consider these standards when purchasing hardware such as TVs, smartphones, soundbars, and headphones.

During the SET Expo 2026 in São Paulo, Dolby demonstrated these technologies through immersive gaming experiences. In partnership with Microsoft, the company utilized Xbox consoles and specialized cockpits to showcase how Dolby Atmos provides three-dimensional, object-based audio and how Dolby Vision enhances visual contrast and color through scene-by-scene HDR instructions. The company intends to use the gaming sector as a primary showcase to make these technical concepts more accessible and understandable to the general public.