Data & Analytics

LiveRamp’s GAME partnership – what it means for brands and the gaming industry

July 30, 2020  |   Graham Tricker

Last week, we announced our exciting new partnership with leading high street retailer, GAME.

The partnership means GAME is now able to connect, control and activate its data within a privacy-safe environment. From here, GAME can leverage its in-store and e-commerce transaction data to help gaming and console manufacturers inform their marketing strategies.

 

So, how does it work, and what does it mean?

LiveRamp Safe Haven is a neutral and privacy-safe software-as-a-service (SaaS) solution. It enables companies to recognise value by connecting their own data and creating trusted, consumer-friendly data partnerships.

Through LiveRamp Safe Haven, GAME can unlock unique consumer insights – such as precise in-store and e-commerce data – across its digital platforms and stores, and make it available to gaming and console brands in a privacy-safe way. In turn, brand marketers have better visibility into their customers’ journeys and can use this to optimise their digital marketing strategies and campaigns.

For example, a gaming brand sold in GAME’s stores can combine digital and CRM data with transactional datasets, to measure conversion rates and gain deep customer insights. All this is done within a safe and secure platform and, most importantly, without the brand ever losing any control of its proprietary data assets.

 

Good timing for online video gaming

Our partnership with GAME comes at a pivotal time for the gaming sector. The industry is preparing for a refresh across the console and game markets, with hotly anticipated new consoles later in the year. The sector has also experienced an exceptional period of growth, with GFK Chart-Track recording an 87% increase year-on-year from the middle of March to the last week of May. This shift is mainly down to the global lockdown and resulting shift in both consumer buying habits and recreational behaviour. 

Moreover, the UK game industry’s combined sales across game culture, software and hardware in 2019 generated £5.35bn. This figure is actually greater than that of music and video sales combined, with the video games sector now accounting for more than half of the UK’s entire entertainment market.

 

What they said

Vihan Sharma, European MD at LiveRamp: 

“Accurate data analysis and campaign measurement is a critical enabler for the success of any brand. Through this partnership with LiveRamp, GAME will be able to generate invaluable insights into customer behaviour, strengthening its relationship with brand and gaming companies and allowing the sector to thrive. We are thrilled to be working with GAME in this significant time for the company to ensure they have the competitive advantage in the gaming space.” 

 

Siobhan King, Head of Customer & Cultural Marketing at GAME Digital PLC. 

“This year has been one of significant growth for the gaming industry and GAME, with our website acquiring almost a quarter of a million new customers over the lockdown period.  And with the launch of the next generation of gaming consoles in November onwards, we expect this growth to continue.  LiveRamp’s Safe Haven provides us with dual benefits, allowing us to securely collaborate with partners to extract meaningful data that will enhance the customer experience, and allowing our partners to tap into our first party data to better inform their marketing strategies and performance. As more customers join gaming platforms, this dual approach becomes even more crucial for us and our partners.” 

 

Given recent industry shifts such as cookie deprecation, and external factors such as a global health and financial crisis, sustainable business models have never been more sought after. Safe Haven is enabling companies and their partners to connect, control and activate data in innovative ways. And it is this innovation that is key to creating customer value, driving measurable ROI and powering that sustainability.

Find out more about LiveRamp Safe Haven.