We’ve all been there – engrossed in a movie or a thrilling game, munching on potato crisps, only to realize that the thunderous crunching sounds are drowning out the on-screen dialogue. Doritos, known for their flavorful tortilla chips, understands this struggle. Surprisingly, their recent research has unveiled a common dilemma faced by gamers, and they are offering a solution.
According to Doritos, a staggering 85% of gamers in the US and around the world reach for a bag of Doritos during their gaming sessions. However, this seemingly harmless snacking habit has a side effect. The study revealed that 30% of gamers in the US believe that the sound of other players’ crunching impacts their gaming performance. Eager to address this issue, Doritos has introduced a groundbreaking invention known as ‘Doritos Silent,’ a crunch-cancelling technology that promises to preserve the joy of snacking without the decibel drama.
Fernando Kahane, Global Marketing Head at PepsiCo, the parent company of Doritos, emphasized the undeniable connection between Doritos fans and the gaming community. He noted that both groups boldly and unapologetically embrace their flavours. ‘Doritos Silent’ is a testament to Doritos’ commitment to innovation and enhancing the gaming experience for those who choose Doritos. The technology operates by detecting the crunching sounds emanating from a user’s mouth and effectively silencing them, all while preserving the gamer’s voice.
Once the microphone is filtered through ‘Doritos Silent,’ gamers can engage in their usual chats without the cacophonous crunching sounds interfering. The technology’s website proudly proclaims, “Once your mic is filtered, you’ll be able to chat as normal, but no one will hear you crunch.”
The development of this AI-powered technology was a result of a collaboration between Doritos and Smooth Technology. The endeavour spanned six months of dedicated work, with engineers and experts meticulously analyzing over 5,000 crunching sounds using machine learning techniques. Dylan Fashbaugh, the lead developer at Smooth Technology, expressed his excitement about creating this cutting-edge solution. He acknowledged that gamers have a special affinity for Doritos, but the distinctive crunch of the chips often disrupts their intense gaming moments. With ‘Doritos Silent,’ the goal was to ensure that gamers could relish their favourite snacks without causing disturbances to their fellow players, ultimately resulting in a better gaming experience.
At present, ‘Doritos Silent’ is exclusively available on Windows PCs and can be downloaded for free from Doritos.co.uk/SILENT. The software’s system requirements include a computer running Windows 10 or Windows 11 with a processor of at least a 7th generation or newer, a minimum of 4 gigabytes of RAM, and 200 megabytes of free space.
Doritos’ innovative solution, ‘Doritos Silent,’ is poised to provide gamers with an immersive and enjoyable gaming experience, where snack time no longer disrupts their in-game performance. With this AI-augmented snacking technology, gamers can now savour their favourite Doritos without the decibel drama, enhancing the overall gaming experience.
