EE Game Store: A masterclass in how to win in gaming

Client: EE

EE identified gaming as a key area for growth. The problem is that gamers are resistant to letting new brands into their territory. To break through that resistance, we gave gamers everything they love: a challenge, a great gaming experience and the promise of free stuff!

We created two bespoke events to engage gamers with EE’s new Gamestore; a virtual store in the world of Fortnite and a real life treasure hunt across multiple towns and cities across the UK. Then we challenged gamers: if you can gain access to the EE game store, you can win consoles and gaming gear. What was the catch? Our game store was being protected by some very special guardians: a collection of renowned Twitch streamers - some of the toughest gamers out there. Gamers responded extremely favourably. Belief that EE offers the best broadband connection for gaming at home rose by a third, and that EE offers the best mobile connection for gaming rose by a staggering 50%. We also saw significant gains in market share.