EE Game Day

Client: EE

EE is on a journey to become ‘the’ UK’s no.1 gaming destination.

Last year we created EE Game Day – an annual event driving people to the EE Game Store for a day of mega discounts. In 2024, our experiential challenge was to take Game Day to the next level… And what could be more ambitious than transforming the UK into the world’s largest arcade? Featuring 5-original gaming experiences accessed via nationwide outdoor advertising, 449 storefronts, social platforms, real-world activations and a Fortnite x Sidemen collab, we invited everyone to play. The result, we smashed Game Day’s revenue by 183%.