Case Study:
GAME Retail
GAME Learning Zone led to an astounding 94.3% increase in average basket size. Get your head in the game!
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Company Information
Founded
1991
Industry
Gaming Retail
Employees
1,900+
Headquarters
Basingstoke, UK
Locations
250+
Parent Company
Frasers Group
Introduction
GAME is the leading retailer of video games in the UK. They operate more than 250 stores and employ more than 1,900 staff.
In the face of intensifying competition from online retailers in 2016, they needed to equip their sales teams with the skills required for success.
To meet this challenge head-on, GAME sought to create a dynamic learning and communication platform, driven by gamification. This quest led them to discover Growth Engineering LMS.
Platform Goals
1. Engagement
GAME needed a solution that would excite and delight their audience of passionate game-loving employees through gamification.
2. Social
In pursuit of a vibrant learning culture, GAME sought a social learning platform that could facilitate discussions and knowledge sharing.
3. Customer Service
This new platform would need to elevate employees' customer service skills, to boost sales and improve GAME's bottom line.
The Solution
In order to meet these needs, GAME teamed up with Growth Engineering. Together, they created 'GAME Learning Zone', the ultimate gamified learning management system. This was the perfect solution for GAME's audience.
The platform offered the following features:
"We're GAME. Growth Engineering LMS was the best gamified LMS… We clicked straight away."
Craig Mills
GAME Learning Manager, GAME Retail
The Approach
GAME sought to improve their employees' customer service and sales skills through dynamic eLearning units, delivered through a gamified and social learning environment. The following features proved to be particularly effective:
Gamification
Badges & XP
Exploring GAME Learning Zone unlocked Badges, XP and other compelling digital rewards for learners.
Leaderboards
Collecting XP helped learners to climb up the platform Leaderboards and claim bragging rights.
Levels
Earning XP also led to learners 'levelling up' and earning access to new sets of training content.
Social Learning
Social Feed
GAME's learners communicated with one another through discussion forums and social feeds.
Live Chat
Learners also used instant messaging within the platform to facilitate effortless knowledge sharing.
Experts
For tougher questions, learners headed to the 'Experts Area' to track down a subject matter expert.
The Results
GAME Learning Zone emerged as an irresistible asset for learners at GAME. It went on to play a pivotal role in surpassing both learning objectives and organisational goals.
In the first three months post-launch, GAME's 3,600 learners logged in more than 40,500 times. That's more than 11x per learner!
0%
increase in average basket size
0%
increase in staff praise
0%
increase in feedback responses
0%
content completion rate
"I've been supported all the way by Growth Engineering. The platform continues to grow and is now spread across every area of our business."
Craig Mills
GAME Learning Manager, GAME Retail
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