Nintendo teams up with singer-songwriter Raye for heartwarming ad celebrating family, fun, and gaming

[Serendipia]

Image: Nintendo UK

 

Nintendo’s latest TV advertisement offers a fresh take on gaming, featuring BRIT Award-winning singer Raye and her three sisters in a heartwarming celebration of family connections through video games. The commercial gives viewers an intimate look at Raye’s gaming habits, showing her unwinding with Animal Crossing: New Horizons after a concert, before switching to a lively session of Mario Kart 8 Deluxe with her siblings—Abby, Lauren, and Katelyn.

 

This campaign aligns with a notable shift in the UK’s gaming demographics, where women now make up 47% of Nintendo Switch players, according to GameTrack by Ipsos UK. The statistic reflects the gaming industry’s evolving landscape and its growing appeal across gender lines.

 

For Raye, gaming is more than just a hobby—it’s an essential part of her lifestyle. “I am an absolutely dedicated and passionate Nintendo fan, especially when it comes to anything Super Mario,” she says. Her commitment to gaming even influences how she travels: “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!”

 

This ad goes beyond promoting Nintendo’s gaming systems by showcasing how video games serve dual purposes—as a personal escape and as a catalyst for family bonding. By capturing both solo play and multiplayer moments, it demonstrates gaming’s versatility in modern life.

 

Raye’s collaboration with Nintendo reflects the evolving face of gaming, celebrating the growing diversity within the community. Her genuine enthusiasm and family-focused gameplay illustrate how video games have evolved from simple entertainment into a medium for creating lasting memories.

 

 

What about you—do you also pack extra controllers, just in case? Or is there a game you always bring along?

 

• https://retailtimes.co.uk/raye-stars-in-nintendos-latest-tv-ad-alongside-her-real-life-sisters-premiering-this-week/
• https://www.standard.co.uk/showbiz/raye-singer-gaming-new-nintendo-ad-sisters-animal-crossing-mariocart-b1189113.html
• https://gonintendo.com/contents/41784-nintendo-teams-with-singer-raye-for-a-new-series-of-switch-commercials