IKEA recently launched the BRÄNNBOLL collection, a gaming range meant for everybody.
To help bring this to life – and smash the stereotypes of what it means to be a gamer in the process – we made 76-year-old Cath Bowie, aka grumpygran1948, the face of our campaign.
Cath, from Moray, Scotland, has been gaming for the past seven years and has built up 20,000 followers through her Twitch streams.
She helped us show the world that traditional stereotypes about gamers being a male-dominated community are outdated, with almost half (49%) of gamers identifying as female today. And it isn’t just for teenagers – there are at least 7 million regular gamers in the UK today over the age of 55.
We’ve scored a whole host of coverage so far, with over 200 pieces and counting across titles including Sky News, The Sun, The Independent, Metro and The Scotsman.
Now that’s what we call a high score!
