EE opens Gaming Zone and teams with Bradley Riches for first anniversary of flagship Studio store

EE’s flagship Studio store in Westfield London, White City, is celebrating its first birthday by opening a Gaming Zone as a free bookable space for parents to host birthday parties, with priority access given to local West London community groups. 

It follows new research from EE that finds two in five parents struggle to afford their children’s birthday. The average party now costs £246 per child, with younger parents aged 18 to 34, typically spending £308. Over a million children in the UK don’t get to enjoy their birthday with a party, and cost is a big factor.

That’s despite 52% saying that celebrating with friends is the most important thing to their child on their birthday, ahead of cake (48%), presents (47%) and doing something with their family (43%). 

The EE Studio opened in 2023, alongside a new direction for the brand, with a renewed focus on gaming.

EE marked the occasion yesterday with a visit from Bradley Riches, star of hit Netflix show Heartstopper and Celebrity Big Brother. Riches had his gaming face on as he dropped in to try out the latest consoles and titles in the Gaming Zone. 

To further celebrate the anniversary of the brand refresh and flagship store, the EE Studio is holding a day of in-store celebrations and activities today. Visitors will have a chance to win hundreds of gaming prizes throughout the day, including a Nintendo Switch OLED bundle for whoever can log the best lap on the hit driving game Forza 5. 

Riches comments: “Celebrating special occasions with family and friends has always meant the world to me, so I’m excited to be part of this incredible initiative with EE.”

“There are more than a million deserving families that struggle to give their kids a party on their birthday, and as I see it, that’s more than a million amazing memories missed out on.  It’s fantastic to see EE give back to the London community in such a meaningful way. I hope this cool space gives more kids a day they’ll never forget.” 

Asif Aziz, Retail Director at EE, says: “Our flagship Studio store was designed to be a hub for the local community to work, learn and play, with our Gaming Zone created as one of the UK’s largest dedicated community gaming hubs.”

“We're delighted to now take that a step further by opening up our Gaming Zone as a free bookable space and giving priority access to the local community so families can experience even more unforgettable moments together.  

“It has been a hugely exciting year for EE, with scores of Experience and Experience Local stores now open nationwide. Our stores give local communities the opportunity to try out the latest tech, with our fantastic EE Guides on hand to share their personal advice and expertise. We look forward to continuing to deliver exciting retail experiences and the most personal, customer focused service on the high streets.”

2024 RTIH INNOVATION AWARDS

Physical stores are a key focus area for the sixth edition of the RTIH Innovation Awards, which are now closed for entries.

The awards, sponsored by Scayle, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.