EE has launched its gaming initiative ‘Kit for every gamer’, showcasing the specialist equipment available from the EE Game Store.

Developed by the marketing agency Saatchi & Saatchi, the campaign features a 60-second film titled ‘Battle Stations’.

Out-of-home advertisements will launch on 18 November, featuring gaming avatars paired with the tagline ‘Game-Changing Kit for Every Gamer’.

Saatchi & Saatchi’s executive creative director, Will John, said: “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.”

In conjunction with the campaign, the EE Game Store will introduce four custom gaming kit bundles, each offering a selection of games and accessories designed to enhance the gaming experience.

The social media elements are being managed by Boomerang, while GroupM is handling media planning and buying.

Meanwhile, the campaign will be featured across broadcast video-on-demand, video-on-demand, social media platforms, and digital audio.

Pete Jeavons, EE’s marketing communications director, said: “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.”