Agency: VCCP
Date: Jun 2021
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Working alongside Island Records and Epic Games, O2 has built its iconic arena in a new location - inside the popular video game Fortnite.

Positioned within Fornite Creative, for one week players can explore the O2 arena virtually, as a way for the telecom brand to connect with the games' global audience.

Once inside the virtual venue, players can engage with a number of gameplay experiences, exploring the space which is packed with hidden rooms to explore, backstage areas and The O2 Blueroom, where they can complete challenges to unlock exclusive in-game rewards.

Marking the first time that The O2 has ever appeared in a video game, the week-long activation includes an interactive musical experience by UK act, 'Easy Life'. The band will virtually perform tracks from its debut album ‘Life’s a Beach’. They are the first UK act to play within Fortnite Creative.

“We couldn’t be prouder to work alongside both Island Records and Epic Games to bring such an incredible experience to O2 customers and music fans all over the world via Fortnite Creative,” says Simon Valcarcel, head of brand and consumer marcomms.

“O2 has a rich heritage in music and we’re committed to providing music fans with unique experiences so it’s only fitting that we’re bringing the world’s most popular entertainment venue into the world’s biggest game. We know how much everyone – us included – has missed going to gigs so we’re excited to bring the UK’s hottest up-and-coming act to music fans globally through Fortnite Creative.”


Nina Bibby - Chief Marketing Officer

Simon Groves - Director of Brand & Marcomms

Simon Valcarcel - Head of Brand & Consumer Marcomms Johnny Winn - Consumer Lead, Brand & Marcomms

Gareth Griffiths - Head of Sponsorship

Nuala Donnelly - Head of Music Sponsorship

Rebecca Martin - Head of The O2

Scott McGregor - Innovation & Proposition Development Lead Abigail Ridgwell - Marketing Executive

Sally Beamand - Senior Communications Manager


Darren Bailes - Chief Creative Officer

David Masterman - Creative Director

Ben Hopkins - Associate Creative Director Morten Legarth - Associate Creative Director Tom Lee - Creative

Nishita Upadhyay - Senior Integrated Producer Jasmine Willson - Integrated Producer

Ryan O’Kane - Head of Integrated Production Emma Whitmarsh - Head of O2

Alex Dalman - Business Director - Innovation Stephen Adams - Account Director

Xi Chen - Account Director

Nellie Day - Account Manager

Camila Toro - Planner

Jenny Nichols - Group Planning Director

Alex Scott-Malden - Senior Planner

Nicky Palamarczuk - Head of Social & Influence Suki Fraser - Social Producer

Carl Sherry - Designer

Tom James - Editor

Georgia Wright - Group Communications Director

Globe/Mercury Studios

Kate Macdonald - VP Partnership Management, Globe

Jennifer Hills - SVP Strategic Marketing & Partnerships, Globe

Saskia Collins - Senior Account Manager, Globe

Beth Lawson - Head of Legal & Business Affairs, Globe

Alastair Smith – Director of Streaming and Commerce, Island Records Charlie Smith – Marketing Manager, Island Records

Harry Moore – Senior Social Media Manager, Island Records

Lewis Lister – Audience Manager, Island Records

Will Beardmore – Head of Audience, Island Records

Mercury Studios - Production Company

Greg Barth - Director

Will Nichols - Executive Producer

Ramy Dance - Executive Producer

Harriet Davies - Production Manager

Charlie Drinkwater – easy life Creative Director, Charlie Drinkwater Studio Ollie Slaney, Artist Manager, easy life

Team Cre8 Production

Wertandrew - Level Design/Planning/Gameplay Hellraiser - Level Design/Gameplay

G_Schway - Art/Level Design

Partners: Epic Games, Universal Music Group, Island Records, AEG, Team Cre8 PR Agency: Hope&Glory PR

Media agency: Havas