EE and M&C Saatchi TALK bring 5G immersive gaming zones with super fast charging to gamers on the go
11th June 2021: With mobile gaming growing rapidly in popularity, EE today unveils two Gaming on the Go Pit Stops in 5G locations; one on Brighton seafront and another on Liverpool’s Royal Albert Dock – to celebrate its new Xbox Game Pass Ultimate add-on and to help players re-immerse themselves into the gaming world.
The creative, delivered by M&C Saatchi TALK, sees EE’s 5G immersive gaming zones fitted with super-fast charging created for mobile gamers. The benches come as the UK’s number one network for gaming reveals almost three quarters of British gamers have gamed outside their home in the last year. Custom built to deliver an enhanced gaming experience for up to three mobile gamers at a time, each bench allows EE’s 5G customers to harness the power of the award-winning network in each location to ensure smooth, uninterrupted gameplay.
Amplifying their surroundings and taking inspiration from some of the most popular games in the Xbox Game Pass Ultimate library, the Gaming on the Go Pit Stops are the perfect way to truly get lost in the moment and take the gaming experience to the next level. According to EE’s research, in the year that made going for a walk more important than ever before, 1 in 5 gamers is now gaming on their smartphone whilst getting their outdoor exercise. Something that backs up EE reports of a 31% increase in data usage across some of the most popular mobile games on the network – from the last three months of 2020 to the quarter of 2021.
With nearly half of gamers in the North West and South East saying a faster mobile connection would make them more likely to game on the go, the benches are situated in the perfect location to rest, recharge and reset enabling gamers to get their head firmly back in the game.
Influenced by its seaside setting, the Brighton Pier Pitstop Bench, surrounds gamers with the sights, smells and sounds of the seaside, transporting them to another world when playing games set on or around the ocean.
In contrast, Liverpool’s Royal Albert Dock Bench takes form of a more familiar racing pit stop, situated in a busy industrial city centre, taking inspiration from many driving and racing games. Further heightening the experience for users, this bench comes complete with custom racetrack sounds to further blur the lines between the gaming and physical world.
Pete Jeavons, Director of Marketing Communications at BT and EE commented: “Our recent research shows that gaming on the go is continuing to rise and as the UK’s number one gaming network we wanted to enhance this experience in a fun and truly immersive way. In celebration of our new Xbox Game Pass Ultimate add-on, which gives our customers unlimited gaming data and access to over 100 games, our aim is to provide the best gaming on the go experience for our customers. The immersive Pit Stops allow gamers to re-immerse themselves in the gaming world. Connected with our high-performance network and fully charged with the inbuilt superfast chargers for the ultimate uninterrupted game play experience.”
Sophie Bannister, Head of Creative Development at M&C Saatchi TALK adds: “Consumers haven’t been able to go to brand events IRL for over a year. Experiences like this are disrupting the everyday, they pop up and consumers can interact with the activity as much as they wish, it’s a great way to immerse consumers in your brand as well providing a memorable experience.”
The EE Gaming Pit Stop Benches will be available at Brighton Pier from 10th to 13th June and Royal Albert Dock in Liverpool from 10th to 11th June. For more information on EE’s Gaming offering, head to ee.co.uk/Gaming.
Research conducted by One Poll on 1,500 UK adults who play video games and own a smartphone.
For more information, please contact M&C Saatchi Talk:
About M&C Saatchi TALK
M&C Saatchi Talk is a global agency that earns attention through the art of navigating, creating and leading conversations. Bringing together the breadth of skills, talent and tools needed by modern brands, it combines expertise in insight & measurement, media & influencers, social & content and events & experiential, across consumer, B2B and corporate activity. Client work spans some of the world’s leading brands, businesses and organisations including COTY, EE, Homebase, Dixons Carphone, Pernod Ricard and Alibaba Group. Global capabilities are driven by SERMO, a network of independent agencies established by M&C Saatchi Talk covering 25 countries across Europe, Asia, Australia, America, Middle East, and Africa. M&C Saatchi Talk is part of the M&C Saatchi Group.
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EE runs the UK’s biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012, and launched the UK’s first 5G network in May 2019.
EE has received extensive independent recognition, including being named the UK’s no.1 5G network by RootMetrics® in 2020 and 2021, and the UK’s best network every year since 2014 for the following awards: The Mobile Choice Awards, The Mobile Industry Awards and by RootMetrics®.
As well as delivering mobile services to consumers, small and medium businesses, corporate customers and Government programmes, EE also provides home and business broadband using both 4G and fixed line connections.
EE is committed to being number one for service in the industry and has nearly 600 shops across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019. EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards.
EE is part of BT’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.