nbn and independent integrated agency Five by Five Global have developed a tech and gaming web series called ‘The Ping’. This marks nbn’s first large-scale foray into the gaming space. 

The mixed media explainer series breaks down how the internet, routers, and game servers work, with nbn expert commentary peppered throughout. The first three episodes are live as of this week, with more expected to be released in 2023. 

Launching nationally via YouTube, Twitch, TikTok, and Meta, The Ping walks a fine line with an audience known for its passion and deep-rooted knowledge. 

Mark Treadwell, nbn general manager brand and advertising says, “As the gaming industry continues to gain momentum, nbn has a critical role to play in ensuring that gamers are enjoying a next level experience on the nbn® network. A high-speed internet connection and an optimised set up is just a couple of ways that gamers can improve their online experience. This web series is just the start of us helping gamers improve their gameplay.” 

Authenticity was the word on everyone’s minds from day one. Craig Bailey, executive creative director at Five by Five comments, “We are fortunate to have an agency and client team that don’t masquerade as gamers - they are gamers. The result is a meticulously researched series that serves to empower and entertain players without relying on misunderstood ‘gamer’ tropes.” 

Matt Lawton, managing director at Five by Five comments, “Our team leveraged our deep heritage in video games spanning two decades to deliver strategy and creative for this ongoing campaign that strikes an authoritative tone and brings some real value to the space. nbn were completely aligned in the role they should be playing in a category that needs to be supported with information that’s technical but snackable.”

Watch the first three episodes at nbnco.com.au/campaigns/gamers