LiveRamp, the leading global data connectivity platform, today announces that GAME, the leading high street video gaming retailer, will begin employing LiveRamp Safe Haven, a neutral and privacy-safe software-as-a-service (SaaS) solution that enables companies to recognise value by connecting their own data and creating trusted, consumer-friendly data partnerships.
Through LiveRamp Safe Haven, GAME will be able to 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 turn, these brand marketers will have better visibility into their customers’ journeys and be able to fine-tune their digital marketing strategies, to optimise campaign results and desired outcomes.
For example, by leveraging LiveRamp Safe Haven, gaming brands sold in-store will be able to combine digital and CRM data with transactional datasets to measure conversion rates and sales lift, and generate other unique customer insights to reach in-market consumers, all within a safe and secure platform and without ever losing control of their proprietary data assets.
The partnership comes at a pivotal time for the gaming sector, as the industry sees a refresh across the console and game markets this year. It also comes as the gaming sector experiences an exceptional period of growth, with GFK Chart-Track recording a 87% increase YoY from the middle of March to the last week of May, due to the global lockdown and resulting shift in consumer buying 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 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.
LiveRamp’s Safe Haven will enable brands to collaborate with GAME to gain deeper insights into their customer base, driving customer engagement within a privacy-safe and secure platform without GAME or its partners relinquishing control of its permissioned first party data. This will allow game and console brands to improve the accuracy and efficiency of their marketing strategies, based on an enhanced understanding of their customers.
Vihan Sharma, European MD at LiveRamp, said: “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., said: “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.”
LiveRamp is a trusted, neutral partner to over 400 of the world’s top brands. As a leading data connectivity platform, LiveRamp breaks down silos and makes it safe and easy for brands and their partners to unlock value from their data. The platform enables companies and their partners to connect, control and activate data in innovative ways that creates customer value and drive measurable ROI that can sustain and grow a business now and in the future.