Telstra has today launched ‘Up Your Game’, a campaign which celebrates the unique and varied rituals of gamers across Australia.
Up Your Game promotes Telstra’s first branded gaming product, Telstra Game Optimiser which is designed to help give gamers an edge. The campaign is inspired by research Telstra conducted which found that 40% of gamers have a pre-game ritual, with 73% believing it helps their gaming performance.
Like sport, optimising body & mind pre-game is all in the ritual. And everyone’s ritual is different. Up Your Game celebrates Aussie gamers’ rituals and brings to life the emotion and palpable anticipation as players get ready to ‘up their game’.
Launched with a dramatised content piece, Up Your Game features rituals submitted by gamers and demonstrated by three real life gamers – Grace Watkins (@iamfallfromgrace), Ryan Pearson (@rhapsodyplays) and Terence Ignatius (@terenceignatius).
The content has been created with gamers at its heart – from the insights it is rooted in to the narration which mimics a streamer commentating the ad, rather than a traditional voice over.
The focus on rituals aligns with the use of the Telstra Game Optimiser product, which gamers can configure pre-game to prioritise gaming traffic and help reduce ping times. Telstra Game Optimiser is available as an add-on for $10 per month for Telstra’s nbn customers with the first month free. Powered by Netduma’s award-winning DumaOS on the Telstra Smart Modem Gen 2, Telstra Game Optimiser customers can tailor and optimise their online gaming experience to help reduce lag spikes and join multiplayer servers that are closer to their house.
Up You Game is the first campaign Telstra has launched in partnership with Fuel Communications since bringing the company on as its retained integrated communications agency, with video production by Entropico. The research which inspired the campaign was conducted with Telstra’s partner Fortress Melbourne, the Southern Hemisphere’s biggest esports and games entertainment venue.
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