Stcplay, the gaming arm of digital provider Stc, has launched a new campaign that challenges long-standing gaming stereotypes. In partnership with VML Riyadh, the “Every Gamer Has a Place” campaign redefines who gamers are, to prove that anybody can be a gamer regardless of their age, gender and profession.
Traditionally, gamers have been depicted as young males in dimly lit rooms with elaborate setups. Stcplay’s campaign aims to show how the gaming world and its audience has evolved today – where gamers range from a professional on a lunch break to a mother playing on her phone.
Stcplay’s new campaign brings this inclusivity to life, aligning the platform with the reality of modern gamers.
“Our campaign philosophy is simple: whether you’re a mother, a grandfather, a professional, or a casual gamer playing simple games on your phone, whether you’re gaming in a state-of-the-art setup or on the go, you’ll always have a place with Stcplay,” said Faisal Saud Nagshabandi, Creative Campaign Specialist at Stc.
At the core of this campaign is the enhanced Stcplay platform, which is designed to meet the diverse needs of the growing gaming community. With improved features such as content discovery, social connectivity, shopping for gaming gear, and tournaments, Stcplay ensures that everyone, from casual to professional gamers, feels at home.
Stcplay’s push into creating a community-first approach to gaming comes at a time when the region’s gaming landscape is growing rapidly. As more diverse audiences embrace gaming, the campaign positions Stcplay as a brand that recognises and celebrates this shift, with the aim to build a connection with all players.
The creative approach
The campaign’s creative direction, led by VML Riyadh, centres on breaking down clichés and highlighting the diversity within the gaming community. Firas Ghannam, Executive Creative Director at VML Riyadh, said: “We wanted to move beyond gaming clichés and celebrate the reality: everyone games! The campaign brings that to life, showcasing the diverse faces of the community and the inclusive spirit that Stcplay fosters.”
At the heart of the campaign is a film that dives into the unique identities of gamers. From the way they interact with their consoles to their individual styles, the film explores gaming beyond the superficial.
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Accompanying the film, a series of key visuals further emphasizes the campaign’s message: gaming is for everyone. The film and key visuals are part of the initial roll-out of the campaign.
