EE has today announced a new internal gaming team, new gaming bays in 175+ of its EE retail shops, and has on-boarded UK-streamer RiaBish as it looks to improve its gaming offering.
The mobile network and internet service provider has also unveiled a new gaming offering in a drive to become the number one network for gaming in the UK.
Following research stating that nearly a third (28%) of Brits want to be more competitive online and improve their gaming, EE has joined forces with streamer RiaBish (pictured, left), to host a series of special in-store gaming training sessions this November at EE’s One Braham Concept retail store in Central London.
RiaBish, who has 84,000 followers on Instagram, 50,000 on Twitter and 32,000 on Twitch, will help upskill gamers with details of the training sessions to be made via Ria’s and EE’s social channels.
EE also has a partnership with UK-based Excel Esports and is featured on their jersey.
EE is also rolling out new in-store gaming bays in over 175 EE stores nationwide, giving customers the option to learn more about gaming from EE. For the first time, EE has added the option for customers to try out and buy the latest next-gen consoles and accessories in-store outright or via ‘Add to Plan’, which offers spreadable interest-free payments.
To oversee the new enhanced gaming drive, EE has set up a new internal gaming team, developed to launch a range of new gaming products and services. The new team will consolidate EE’s existing gaming 5G and Fibre connectivity, with various partners, products and options.
Streamer RiaBish said: “Whether you’re a seasoned gamer like me or just starting out, it’s always great to maximise your gaming experience and ensure you’ve got access to the best consoles and offers around. EE are doing so much to give all gamers the best experience possible with brilliant bundles and interactive gaming zones in their stores, so I’m really pleased to team up with them as they become an essential destination for gamers across the UK.”
Marc Allera, CEO at EE, added: “We already offer an unbeatable network, and with the nation gaming more than ever, we have pressed play on our ambition to become the UK’s no.1 for gamers. Moving forward, we’ll look to evolve our network and build on our existing partnerships with the world’s best gaming companies – reviewing the latest exciting new hardware and services, so we can offer gamers new and old, unique and exclusive opportunities to make the most from their gaming experience.”
EE gaming bundles
EE will offer bespoke Nintendo Switch and PlayStation 5 bundles. The bundles consist of:
- PlayStation 5 console with PlayStation Plus, unlimited mobile gaming data and a Video Data Pass (watch as many gaming streams and tutorials on YouTube as you like, without touching the data allowance) available on a £31 per month 24-month contract with £10 upfront
- Nintendo Switch OLED console with Nintendo Online, unlimited mobile gaming data and a Video Data Pass available with a £17 per month 24-month contract with £10 upfront
Nintendo and PlayStation join EE’s existing Xbox gaming services and bundles packages, which include access to Xbox Game Pass Ultimate.
EE’s range also includes the Meta Quest 2 VR headset, now available to EE mobile pay monthly customers via Add to Plan, starting at £35 per month for 11 months with a £10 up-front cost.
For PC gamers, there’s Lenovo’s Ideapad Gaming 3 laptop available on Add to Plan from £70 per month for 11 months with an £30 up-front cost which comes with three months Xbox PC Game Pass included.
The gaming offerings come as research reveals that the UK is fast approaching peak gaming season. The study forecasts that gamers are embarking on their biggest-ever period of gaming, as the majority of Brits (62%) claim to be gaming more than ever, and 80% of Brits look to boost their gaming routines in the lead up to Christmas 2022.
92% of Brits state that the significant upfront cost associated with gaming can often make getting access to the latest products and services difficult, and 95% want the convenience of a complete value bundle offering that sets them up to game straightaway.
The research surveyed 2,000 British gamers, commissioned by EE and conducted by Perspectus Global during October 2022.
There’s more info on EE’s gaming offering at ee.co.uk/gaming.
Related article: EE team up with England Football for Connected Club Cup FIFA tournament
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
