EE creates 5G ‘Pit Stops’ to show off cloud gaming

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EE has created 5G ‘Pit Stops’ to celebrate its new Xbox Game Pass Ultimate add-on and show off cloud gaming.

Cloud gaming promises more flexibility to play the latest titles whether you’re on your commute (remember those?), on holiday, down the park, or even tucked up in bed. However, the latency with 4G networks – and even most current WiFi networks to some extent – makes the experience more frustrating than enjoyable.

EE wants to show how 5G turns cloud gaming into a fun experience with new ‘Gaming on the Go Pit Stops’. The first two are located on Brighton seafront and Liverpool’s Royal Albert Dock.

Each pit stop features a bench that supports three gamers at a time – with the advised social distancing, of course – to game on EE’s 5G network using compatible devices and keep powered-up with superfast chargers.

Cloud gaming is expected to be among the first use cases which entice consumers to upgrade their 4G plans to 5G.

EE has partnered with Xbox to offer a Game Pass Ultimate add-on which provides unlimited data access to over 100 Xbox game on the go for £10/month.

Pete Jeavons, Director of Marketing Communications at BT and EE, commented:

“Our recent research shows that gaming on the go is continuing to rise and as the UK’s best gaming network we wanted to enhance this experience in a fun and truly immersive way.

In celebration of our new Xbox Game Pass Ultimate add-on, which gives our customers unlimited gaming data and access to over 100 games, our aim is to provide the best gaming on the go experience for our customers.

The immersive Pit Stops allow gamers to re-immerse themselves in the gaming world. Connected with our high-performance network and fully charged with the inbuilt superfast chargers for the ultimate uninterrupted gameplay experience.”

The recent research from EE found that one in five gamers are now gaming on their smartphone while getting their outdoors exercise which has become so important over the past year.

EE reports that it’s witnessed a 31 percent increase in data usage across some of the most popular mobile games since the last three months of 2020.

Sophie Bannister, Head of Creative Development at M&C Saatchi TALK, commented:

“Consumers haven’t been able to go to brand events IRL (In Real Life) for over a year.  

Experiences like this are disrupting the everyday, they pop up and consumers can interact with the activity as much as they wish, it’s a great way to immerse consumers in your brand as well providing a memorable experience.”

This week, Xbox set out its vision of how it intends to bring gaming to everyone with core updates to its cloud services.

(Image Credit: Ciaran McCrickard/PA Wire)

Find out more about Digital Transformation Week North America, taking place on November 9-10 2021, a virtual event and conference exploring advanced DTX strategies for a ‘digital everything’ world.

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