How Nintendo Brought Resident Evil Requiem Into UK Health Clubs

Challenge

Launching a horror title to an audience mid-workout

Resident Evil Requiem arrived on Nintendo Switch 2 on 27th of February 2026. Launch windows for premium games are short and crowded, and the audience Nintendo needed was already being hit from every direction online. The opportunity was to reach them somewhere their competitors were not, in the one hour of the day they are not looking at a second screen.

Objectives were to drive awareness of the Switch 2 release in the three weeks around launch day, reach a young, high-index gaming audience at national scale, and land the handheld proposition in a real-world environment.

Activation

National D6 panel across The Gym Group

100+ screens across 60+ The Gym Group sites nationwide, reaching members through reception and the health club floor.
A 3-week burst timed around the 27 February release date, covering the pre-order window and launch week itself.
2 million impressions delivered against 2 million sold. Full delivery, on plan.

Why health club members