Singer-songwriter Raye has revealed she’s a secret gamer and teamed up with Nintendo to star in a new TV ad alongside her real-life sisters.
The Escapism hit-maker, 26, can be seen reaching for her Nintendo Switch after a concert for a game of Animal Crossing: New Horizon.
Later on, she reunites with her siblings, Abby, Lauren, and Katelyn, for a fun session of Mario Kart 8 Deluxe at home.
The aim of the campaign is to emphasise the joy of gaming, both individually and as a way for family members to connect and spend quality time together.
This collaboration highlights the growing presence of women in gaming, a trend reinforced by recent data showing a significant rise in female Nintendo Switch players in the UK.
According to new data from GameTrack by Ipsos UK, ran on behalf of Video Games EU, there has been a significant shift in the UK gaming landscape with almost half (47 per cent) of all Nintendo Switch players in the UK now being women.
This growth highlights the increasing appeal of gaming to a broader and more diverse audience.
According to the findings, the number of female Nintendo Switch players in the UK has nearly doubled over the past five years, highlighting the growing presence of women in the gaming community.
Speaking about her involvement, the London-born star said: “I am an absolutely dedicated and passionate Nintendo fan, especially when it comes to anything Super Mario. 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.”
Opening up further to BBC Newsbeat about her unexpected passion, Raye says she has been a “huge gamer” since she was a little girl.
She explained: "I'm really one of those people who loves to hyper-focus on something, and when I'm playing a game, nothing else matters in that moment.
"I genuinely need to think about getting a 1-Up mushroom tattooed on my arm," she says, referring to the famous Super Mario Bros extra life power-up.
"I'm that hardcore, which I know is really sad, but I actually am obsessed."
2024 is proving a big year for Raye.
In March, she dominated the BRIT Awards with six wins as she broke the record for the most awards in a single year.
The previous record for the most BRITS at a single ceremony was four, jointly held by Blur (1995), Adele (2016) and Harry Styles (2023).
She also supported Taylor Swift on her mammoth Eras Tour at Wembley Stadium over the summer.
