Brit award-winning singer-songwriter Raye has teamed up with Nintendo UK to star in a new TV advert to help promote Nintendo Switch.
Appearing alongside her real-life sisters, the advert shows Raye playing Animal Crossing: New Horizons to unwind after a concert, before reuniting with her sisters, Abby, Lauren and Katelyn, to compete in Mario Kart 8 Deluxe.
“I am an absolutely dedicated and passionate Nintendo fan, especially when it comes to anything Super Mario,” Raye reveals. “My Nintendo Switch travels with me everywhere. You’ll always find me equipped with my dock for the telly and four controllers, just in case anyone wants to play Mario Kart together! Nintendo is my escape after a stressful, tiring day, so working on this campaign feels like an absolute dream come true.”
The campaign looks to emphasise the joy of gaming, whether that be individually or as a way for family members to connect and spend quality time together.
It also highlights the growing presence of women in gaming, with new data from GameTrack by Ipsos UK, ran on behalf of Video Games EU, finding that almost half (47%) of all Nintendo Switch players in the UK are now women.
This growth highlights the increasing appeal of gaming to a broader and more diverse audience, with the number of female Nintendo Switch players in the UK having nearly doubled over the past five years.
