GOG: A Story of Mission-driven Success

GOG’s core mission extends beyond sales to digital preservation, ensuring that classic games remain available and playable for future generations. This mission resonates deeply with their core audience of dedicated, long-time gamers and shapes marketing projects and communications on various levels:

The GOG Preservation Program: Actively ensuring classic games can run on modern operating systems.

The Dreamlist: A community-driven feature where users vote for the classic games they want to see revived.

User-Centric Values: A fierce commitment to privacy and DRM-free gaming.

With a contact database of over 28 million users, GOG's primary challenge was communicating its unique value proposition at scale. Before partnering with SALESmanago, their marketing efforts were hampered by several key obstacles:

• Delayed email delivery: Significant delays in sending emails to their multi-million contact database meant communications were not timely or effective.

• Lack of personalisation: The team had no access to robust product recommendations, making it difficult to tailor content to individual user preferences.

• Technical integration hurdles: A complex, custom-built CMS created integration issues that limited the scope and efficiency of their marketing automation.

GOG needed a powerful and reliable platform to increase customer engagement, ensure fast email delivery, and implement advanced personalisation that could educate new users on the GOG philosophy and drive long-term loyalty.

Secure the Core

The collaboration began by tackling the most significant hurdle: a demanding integration. GOG's complex, custom-built CMS and massive database required a comprehensive and scalable solution. The first step to success was to overcome these technical challenges, primarily by ensuring fast and reliable email delivery at a massive scale with SALESmanago's platform. Ensuring a stability in this area of GOG’s marketing operations was crucial before any advanced strategies could be implemented.

We successfully executed fundamental marketing automation scenarios: abandoned cart recovery, post-purchase recommendations, and post-visit triggers. The results were solid, generating significant six-figure revenue.

The Advanced Onboarding Journey

The GOG team used SALESmanago's advanced tools to build their masterstroke - a highly sophisticated, value-driven onboarding campaign. Using the Workflow Automation module, they created dynamic, tailored communication paths for new users based on their initial behaviour. This step involved extensive A/B testing to continuously optimise the messaging, ensuring it resonated deeply with their community.

Better Education → Higher Engagement: Introducing users to GOG's core values (DRM-free, sense of ownership, privacy) would increase their exploration of the platform.

Stronger Trust → Faster Conversion: Helping users understand GOG's mission would build trust and encourage them to make their first purchase.

Hyper-Segmentation → The campaign intelligently segments new users based on their behavior within the first 24 hours.

From Mission to Metrics

Users who went through the advanced onboarding journey generated 7.8% more revenue than those who didn't. More impressively, the campaign's average email Click-Through Rate (CTR) was 4.8 times higher than standard sales campaigns, proving that aligning technology with a powerful brand mission drives outstanding business results.

This approach nurtures a relationship, builds trust, and perfectly aligns with the mission of serving a dedicated community of gamers. To see the full framework behind the success: