EE x Call of Duty

EE Game Store is one of the biggest gaming retailers but not enough gamers were upgrading their old kit. In a competitive market dominated by performance culture, EE spotted a gap in the market: while there are few elite players, there are thousands of average ones.

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WHAT IF to convince everyday gamers to upgrade their gaming kit in the lead up to the return of Verdansk on Call of Duty. EE turned players past performing data into discounts. The more you sucked. The more you saved. Scores were turned into bespoke discount codes, the worse your K/D was, the more you received from EE on top spec kit from their online Game Store.