Virgin Media Gamepad - The UK's Ultimate Gaming Destination

M&C Saatchi Sport & Entertainment

Client: Virgin Media

In 2023, Virgin Media took their gaming sponsorship strategy to the next level making a five-year commitment in partnership with The O2 to deliver a state-of-the-art, always on free gaming destination: Virgin Media Gamepad. With over five years heritage in gaming sponsorship, Virgin Media Gamepad was built to address three key business needs: to make Virgin Media famous amongst gamers, drive customer advocacy by offering incredible access and experiences for their customers via Priority and build credibility amongst gamers through ongoing sponsorships and partnerships.

Now open 363 days a year, Virgin Media Gamepad has quickly become the ultimate gaming destination in the UK, located in the foyer of the world’s number one entertainment venue, The O2. Created with three distinct spaces. The venue offers itself as an undeniable use case for Virgin Media’s ultrafast low latency broadband connectivity through a streaming studio, a private gaming lounge as a perk for Priority customers, and a high-volume gaming floor. Further, in working with key organisations Purple Tuesday and Xbox, Gamepad continues to strive to beat its own standards of accessibility, ensuring that all gamer feels welcome with easily adjustable technology and bespoke staff training. In its first six-months, we’ve seen almost 50,000 visitors, 125 content creators and streamers making use of the gamer’s paradise to reach millions of gamers across the UK. We have partnered with three AAA titles for live activations, with a further nine Priority-only gaming partnerships. With supporting marketing campaigns reaching millions through Virgin Media O2’s channels.