Embattled video game retailer GAME has consolidated its affiliate activity appointing global performance network, Affiliate Window as its sole partner.
Game went into administration in March after seeing its sales plummet due to competition from online-only retailers.
The announcement comes days after Game signalled that it would be moving to focus on digital revenues by allowing customers to begin streaming demos online.
After years of working with two networks, GAME was able to directly compare service levels, simplicity of tools and evaluate programme performance.
The strategy is to streamline processes where duplication exists to be more productive, build stronger, longstanding relationships with publishers, and introduce new and exciting products and promotional opportunities. This includes a focus on digital downloads as well as some of the latest and highly anticipated game and console releases such as Call of Duty: Black Ops 2 and the Nintendo Wii U.
GAME’s plans for 2013 include incorporating multiple platforms and mobile apps to reach new customers in addition to implementing retargeting and cart abandonment campaigns.
The performance channel will complement GAME’s other online marketing activities to drive cost effective and engaged traffic to the online store in addition to offline initiatives to drive footfall in-store.
“We needed to re-think how we operated our affiliate programmes as the old advantages of having two networks seemed outdated and less important than offering our affiliate partners a consistent and enriched experience,” says Steve Arbon, Online Marketing Manager for GAME. “Working with a single affiliate network just made sense as it allows us to focus on what really matters – affiliate strategy, partner relationships and most importantly more focus on the gamer at the heart of our customer centric campaigns.”
Anthony Clements, Director of Client Services adds: “The consolidation of Game to Affiliate Window is the culmination of four years work in building a targeted affiliate programme that is rich in retail content publishers and able to deliver incremental performance. A proactive working relationship between the Game and AW teams has been key to making this consolidation possible, especially over the last few months. We will now look forward to positioning the brand for success in the key Christmas trading period, as well as driving acquisition through innovative new m-commerce solutions.”
The enhanced programme will aim to enlist a healthy mix of publisher types including incentive and voucher code sites as well as content. The idea is to address ongoing changes in consumer behaviours and to support the growth of long-tail affiliates in addition to the next generation of super affiliates.
