EE has debuted its gaming campaign ‘Kit for every gamer’, which highlights the EE Game Store’s selection of specialist gear.

The campaign, devised by marketing agency Saatchi & Saatchi, features a 60-second film entitled ‘Battle Stations’.

The spot showcases gamers in different environments that reflect the player’s character. It features influencers Danny Aarons and Imangelika and is set to the soundtrack ‘Cowgirl’ by Underworld.

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Saatchi & Saatchi 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.”

Alongside the campaign, the EE Game Store will release four bespoke gaming kit bundles which feature a range of games and accessories designed to elevate the experience.

With social work from Boomerang and media planning and buying handled by GroupM, the campaign will run across broadcast video-on-demand, video-on-demand, social media channels, and digital audio.

Its out-of-house ads will launch on 18 November, showcasing a range of gaming avatars alongside the tagline ‘Game-Changing Kit for Every Gamer’.

EE marketing communications director Pete Jeavons commented: “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.”