BT x IGN: Overpowered broadband for gamers

BT, a telco company, connected with gamers across the UK by devising a gaming tournament that showcased how BT broadband can help gamers win.

Campaign details

Brand: BT Advertiser: BT Group Agency: Essence, AnalogFolk Country: UK

Campaign Overview

Gamers get the OP from BT

The broadband giant set out to show 2 million hardcore gamers that better broadband can help them win.


BT Broadband has unbeatable latency. For serious gamers that's the difference between (virtual) life and death. Every millisecond of lag gives their opponents a crucial advantage.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands