EA Games

The It takes Two Experience

Online video
Social experiment
   PR   
Two girls leaning against each other
When It Takes Two was set for relaunch on Nintendo Switch, EA Games faced a challenge: the game was old news. Multi-award-winning old news, but still old. We needed to find a way to make it relevant again, and we found it at the heart of the game: its unique co-op feature.

While gaming is often blamed for causing relationship issues (excessive gaming is cited as a partial cause in 15% of all divorces), EA Games set out to flip the script and use gaming as a tool for struggling couples to reconnect. We simply relaunched the game as couples therapy for the modern age.
A couple playing Nintendo switch and laughing
A couple playing Nintendo switch

Nominated

The One Show 2022

Results

Since the campaign was launched, another 3 million copies of It Takes Two have been sold. Sentiment reached the highest score to date with 86 out of 100.
The campaign reach averaged at 1.4 million unique visitors per day globally. But most importantly, the couples who dared to embark on this crazy adventure chose to stay together.