EE - Game Day

Advertising Agency
London, UK


Build authentic gaming credibility for EE within the gaming community, whilst landing EE Store as the ultimate destination for gaming, for every player on any network.


EE Game Day - A one-day mixed reality gaming treasure hunt conducted for both physical and virtual audiences throughout the UK, broadcast on a 3-hour Twitch stream by Yogscast channel. Featuring:

-    Mixed reality immersive stunt with 15 Cos Play gaming characters and AR graphic overlays

-    A bespoke online game, played by the streamers, who journeyed through four worlds to         solve challenges, that unlocked the treasure map revealing the physical locations and         passwords of 13 EE Game Chests hidden across the UK containing up to £1000 worth of         gaming prizes, each chest guarded by our Cos Play actors.

-     Digital Game Chests were given out on the stream for those who couldn’t make it out, with         a surprise grand finale digital giveaway worth over £3000. 

EE Game day concluded with a 72-hour sale on EE Store with up to 25% of games, accessories and consoles.

The Impact

Overall, EE Game Day drove significant uplift in gaming category equity and consideration for EE. 

- 95,000 gamers took part in the hunt alone

- Significant uplift in visitors to the EE Game Store during the crucial three-day promotion period

About Havas Play UK
🏆: Agency of the Year - Sports Business Awards 2022
🏆: Campaign Best Places to Work 2022 & 2023

Welcome to Havas Play! 

We help brands to play meaningfully in culture. By creating branded entertainment, experiences and activations that people want to spend time with, in the spaces that really matter to people. Because we believe in the power of culture to drive brand and business growth.

Our services and capabilities are delivered by an in-house team across six divisions – Sponsorship, Partnerships, Content, Talent & Influencer, Social and Experiential all overlooked through a strategic lens enabling us to create and deliver truly 360, integrated campaigns whatever the brief.


By aligning with the culture of Rights Holder Sponsorships, we ensure our partnerships resonate authentically with diverse audiences, leveraging shared values and interests to enhance brand visibility and engagement.


Our approach involves co-creating and embedding within cultural contexts across Media and Brand to Brand Partnerships, fostering meaningful collaborations that drive mutual growth and resonate deeply with target audiences.


We specialise in crafting compelling branded content that captivates and engages audiences, delivering impactful storytelling that enhances brand presence and fosters meaningful connections.

Talent & Influencer

Collaborating closely with tastemakers and influencers, we curate authentic experiences that resonate with audiences, leveraging their influence to amplify brand messaging and drive engagement.


Actively participating in the online cultural conversation, we integrate seamlessly into social platforms to drive conversations, build communities, and elevate brand awareness through relevant and engaging content.


Our expertise lies in creating immersive brand experiences that leave a lasting impression, connecting consumers with brands on a deeper level through interactive and memorable encounters.

Our work has been recognised at some of the most highly regarded awards shows in our industry, including: The Football Business Awards, Creative Circle, The Sports Business Awards and The Campaign Experience Awards. 

Find Out More 

Check us out here  or see what we're up to by following @HavasPlayUK on Instagram  LinkedIn.

If you'd like to know more about working with us, or for us, then feel free to reach out to Charlie at