From the campaign:
We are the new kid in town. Our job is to give you gameing nessesities, clothing and accessories to help make you the best gamer you can be. We have divided the gaming world into three tribes:
Our mission is to bring the worlds of these Gamer Tribes together by supporting all types of gaming. The first step we are taking to make this bold new world, is giving people a flag to bare and some key everyday gaming items to use. A symbol to wear to show the world that you are a gamer, die and a playmat to show that you dont mess around! You are gamer and you are proud!