When ‘It Takes Two’ was set for relaunch on Nintendo Switch, Electronic Arts faced a problem: the game was old news. Multi-award-winning old news.

We needed to find a way to make it relevant again, which we found at the heart of the game; the unique co-op feature. We used it to transform ‘It Takes Two’ into a new gaming experience – couples therapy for the modern age.

At the heart of ‘The It Takes Two Experience,’ struggling couples were invited to play ‘It Takes Two’ whilst being locked up in their homes. There was only one requirement, they had to work together. Using the core mechanics and the unique co-op feature, we set out to save their relationships through collaboration and communication.

Gaming can ruin your marriage. It’s sad but true. In 15% of all divorces, excessive gaming is cited as a reason for separation. Electronic Arts set out to turn the tables around and use a gaming experience as a tool for struggling couples to reconnect.

Since the campaign launched, another 3 million copies of ‘It Takes Two’ have been sold. Earned media sentiment reached the highest score to date, with 86 out of 100. In addition, the campaign reach averaged 1.4 million unique visitors per day, globally. But most importantly, our featured couples, who dared to embark on this crazy adventure chose to stay together in the end.