How EE has created new B2B opportunities thanks to its revamped gaming offer

After the refresh of its entire proposition in October, EE is leveraging its stock of data to grow revenue around gaming audiences.

The imagery for the 'new EE' brandingEE is using its new focus as a destination for video game players to ramp up its B2B offer.

The mobile and network operator united its BT and EE brands under EE last October as well as opening up its stores and services to non-EE subscribers for the first time.

It was a radical refresh that saw the company launch its dedicated EE ID system – a user-level ID specific to each consumer which does not require that user to have an EE phone number – and refocusing its marketing strategy around four main consumer behaviours: home, learn, work and game.

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