Gamers Return to Battle Stations for EE's Ultimate Kit Update

EE launches its latest brand campaign in collaboration with Saatchi & Saatchi, Boomerang and GroupM. The campaign strengthens EE’s position in the gaming market by showcasing the range of gaming kit available through the EE Game Store. The core message is clear: every gamer is unique and the right setup empowers players to elevate their game. 

At the heart of the campaign is Battle Stations, a visually dynamic 60-second film that immerses viewers in the diverse world of gamers - from racers and slayers, to ballers and side-questers. The film, which features social media influencers Danny Aarons and Iamangelika, shifts between unique personas; each gamer is shown setting up and getting in the zone, with their personal preferences springing to life as they transition into full game mode. Each scene transforms everyday spaces into customised 'battle stations' designed to reflect each player’s character and tailored to maximise their experience. With curated gaming bundles, EE makes it easy for gamers to create the perfect environment, tailored to their playstyle.

Set to the iconic soundtrack of 'Cowgirl' by Underworld, the film underscores EE’s ongoing dedication to celebrating British music in its brand campaigns. Over the past year, this commitment has become one of EE’s campaign hallmarks, each thoughtfully paired with standout tracks such as The Pet Shop Boys ‘Left to My Own Devices’ and Echo and The Bunnymen’s ‘The Killing Moon’, that amplify the emotional impact and cultural resonance of their messaging.

The new EE Game Store campaign is complemented by four bespoke gaming kit bundles; the baller, the racer, the slayer and the side-quester. The four unique bundles, featuring a range of games and accessories and available for all on the EE Game Store, have been curated to elevate the gaming experience for the wide variety of playstyles showcased in the campaign. The campaign aims to show that the EE Game Store has game-changing kit for any player, on any network.

The OOH, launching on November 18th, extends this message by showcasing a range of  gaming avatars alongside the tagline ‘Game-Changing Kit for Every Gamer’. Every avatar on the posters embodies individual details, personalities, and styles to resonate with a wide range of gamers. 

The campaign will run across broadcast video on demand (BVOD), video on demand (VOD), social media and digital audio. Key BVOD placements include Channel 4, ITV and Nexus Ad TV, ensuring the campaign reaches gamers across the UK. An influencer-led campaign, created by Boomerang, will run across Instagram, TikTok & Twitch.

Pete Jeavons, marketing communications director at EE, comments, “Having the right kit can make or break a gamer’s experience, and what makes the ideal gaming setup, is as unique as the player themselves. This campaign captures the diversity of playstyles and the variety of kit used by real gamers in their real life settings. As part of our ongoing ambition to be the UK’s no. 1 destination for gaming, our range of kit bundles have been curated to guarantee that any player, on any network can find what they need at the EE Game Store.”

Will John, executive creative director, Saatchi & Saatchi says, “Our campaign is a celebration of real British gaming personalities and the unique routines they follow before diving into a game. The rituals. The tics. The religious-like preparations that different players go through. It  shows EE gets them and has a bespoke curated kit made for them - to up their game.”