WE BUILT A GAME STORE PLAYERS FOUGHT TO GET INTO
EE launched into Gaming and needed credibility with gamers, not just ads. So we showed up in-game and on-stream, where the audience actually is.
We built their new Game Store in Fortnite and dared players to break into it. Top Twitch streamers guarded a custom map; beat them live and you win the gear (and the bragging rights) inside. A week later, we brought the challenge IRL at Westfield London with games streamed on a 220m² screen to ~20,000 shoppers.
How it worked
We rebuilt the EE Game Store inside Fortnite Creative 2.0 using Unreal Engine 5, then dared players to break in. Top streamers NickEh30, Merl, Chica and Jalen defended the store live on Twitch, while gamers fought to capture it and win real-world prizes like PS5s and ASUS headsets.
A week later, the action moved offline with a Westfield London takeover, where matches were broadcast on a 220m² screen to ~20,000 shoppers.
Impact
The campaign reached over 122 million people, generating 2.2 million minutes watched on Twitch and driving a 71% year-on-year uplift in gaming sales. During the launch window, EE Game Store became the #3 gaming retailer in the UK, with searches for the store up 400%. More importantly, it repositioned EE as a genuine player in gaming culture, not just a sponsor of it.
Recognition
One Show 2024 (merit); BIMA 2024 (Consumer Gold, Use of Digital Media Gold, Popular Culture Silver); DMA 2024 (Brand Experience Silver; B2C Bronze).
My role & team
Role: ECD leading both experience and ATL creative between Digitas and Saatchi & Saatchi teams. Managed client risk appetite with clear success ladders (sign-ups → Twitch minutes → store visits → sales) making the work easier to buy.
Partners: Digitas, Saatchi & Saatchi; EssenceMediacomX, SuperAwesome/Vysena (build); Ocean Outdoor/Labs; Prodigious; Factory.
