EE Game Day

ARG / Bespoke Game / Immersive Theatre / Twitch

PROBLEM
How can we launch EE into a completely new sector for them? (Gaming)

SOLUTION
We knew we had to speak to gamers in their game world. Gamers love challenges, so we created a generous experience for them to explore and conquer to earn their trust as a credible new place to shop. After all, gaming is about kudos, community, and winning.

EXECUTION
A three-part interactive event, blending the real and digital worlds, began in Leeds. Immersive theater transformed Leeds into a real-world video game, where influencers Yogscast Collective became protagonists. Streamed on Twitch, they collaborated with the audience to unravel a narrative, solve puzzles, and unlock 16 Game Chests in a treasure hunt. First to the chests won gaming bundles. The event also launched a 25% discount on the new EE Game Store. Conceptualised and executed boldly, this interactive fusion of digital and physical play resulted in a playful yet ambitious adventure. Collaboration with many creative minds made it possible.

RESULTS
95,000 gamers involved
8 million impressions
EE Game Store visits 232% week on week

AWARDS
Creative Circle Awards (2024) x3:
Gold – Best Experiential (gaming)
Silver – Best Brand Activation (gaming)
Bronze – Best Gaming Event - Virtual

Creative Experience Awards (2024):
‘Best Debut Event’

Launch film

Influencer’s Twitch stream, via YouTube (3hr digital event)

Award film / Summary

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After such great success, we ran EE Game Day the following year...

EE Game Day 2.0 (2024)

After the success of the first EE Game Day, the game community beckoned us to do another! (and the client happily obliged). Game Day is now an annual event. This time the event was a nation-wide arcade, with EE shop fronts, billboards, social filters, and iconic buildings becoming interactive arcade games to win big gaming prizes.

©2025 Josh Denton & respective clients