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GAME Digital

GAME Digital

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GAME Digital

(01) Overview

Elevating the game-shopping experience

UK-based GAME allows customers to order online and shop in-store. However, disappointing conversion metrics from both their gifting and core gaming audiences exposed limitations within the design and framework of their online platform.

The GAME team wanted to restructure their conversion strategy and optimise the shopping experience for their online customers. N4 worked with GAME’s digital and development teams to reconcile their approach and improve their shopping portal, ultimately amplifying conversions.

Details

Deliverables
Technology
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Awards
Press features
Industry
Gaming
eCommerce

(01) Overview

GAME Digital online shopping experience by N4.Studio
GAME Digital tribes badge design by N4.Studio
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(02) challenge

Optimising ecommerce through collaboration

While the overarching goal was clear — increase the buyer conversion rate through improved UX and UI — we had many moving parts to consider throughout the process. On the surface, GAME has multiple product types with seasonal variations, unique requirements for each publisher and key title, and their gaming season varies from their gifting season.

Behind the scenes, GAME defined key metrics they wanted to target for improvement as well as specific services and benefits to promote; their internal team’s KPIs correlated directly to the existing site’s performance.

Our approach could not be linear. We had to be agile.

(02) Challenge

Laptop mockup of GAME Digital's website landing by N4.Studio
GAME Digital still image from promotional video for new release game by N4.Studio
Gold tier progression badges for GAME by N4.Studio
"Join your tribe" digital bus stop signage for GAME by N4.Studio
Overview of GAME Digital's rewards system by N4.Studio
Promotional marketing for GAME Digital by N4.Studio
GAME Digital tier progression badge visuals by N4.Studio
GAME Digital customer wearing black t-shirt with tribe badge
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(03) Solution

Unlocking audience engagement through UX and UI

We focused on clearly defining the multiple audiences and objectives. During the discovery and concepting stages, N4 identified four core deliverables that would grow conversion metrics.

  1. Student engagement
  2. UI enhancements
  3. UX optimisation
  4. A rewards system

(03) Solution

GAME Presents screen on iPhone mockup by N4.Studio
GAME Digital promotional design with professional football players by N4.Studio
GAME Digital shopping experience mockup on tablet by N4.Studio
Mobile showcase of GAME Digital's new website by N4.Studio
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Symbiotic ecosystem

Gamers and gifters needed a universally intuitive platform, so we developed a new system that provided a richer and more connected experience that appealed to all shoppers, including student gamers — another key demographic.

ANTHEM poster for GAME Digital by N4.Studio
Halo poster for GAME Digital by N4.Studio
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Uniformly responsive design

Mobile, desktop, tablet, iOs, Android; no singular device type or operating system was associated with GAME’s customer base. Our proposed design system delivered a seamless primary and secondary navigation experience, regardless of device.

GAME Digital website landing mobile screen featuring exclusive games
GAME Presents website mobile screen featuring "Road to the eWorld Cup"
GAME Digital website mobile screen purchasing ANTHEM
GAME Digital featured website article and trending games on mobile interface
Top charts mobile shopping experience for GAME Digital by N4.Studio
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words

“N4 produced a level of thinking and design concepts that instantly elevated the Game.co.uk website and strategy.”

Andrew Grainger

Andrew Grainger

CTDO, Game Digital

Andrew Grainger

, N4

“Game is such a fun brand to work with. They have everything to play with, from great content, exciting franchises, and a massive brand awareness and customer base. When we engaged with Game, we really pushed the thinking to deliver something unique in the gaming space.”

Elliot Maher

Elliot Maher

Elliot Maher

Elliot Maher

Founder / Strategist

, N4