Digital River partners with Mirum to
DELIVER BEST-OF-BREED SHOPPING
EXPERIENCE FOR UBISOFT GAMES
OVERVIEW
Founded in 1986, Ubisoft is a leading creator, publisher and distributor of interactive
entertainment and services. The company has a rich portfolio of world-renowned
brands including Assassin’s Creed, Far Cry, Tom Clancy’s Ghost Recon, Tom
Clancy’s Splinter Cell and Tom Clancy’s The Division. Ranked among the top five
video game publishers in the world, Ubisoft has a worldwide network of studios and
business offices across six continents.
In March of 2016, Ubisoft announced that Tom Clancy’s The Division broke the
industry record for best-selling new game franchise in an opening week, grossing
more than $330 million worldwide in the first five days. In addition to being the
best-selling game in company history, The Division also broke player engagement
records. When the game launched, it was the number one viewed game on Twitch
and had over 57 million views on YouTube in the first week.1 The Division is an
immersive online action role-playing game (RPG) offering a dynamic environment
where players can explore and team up with other players to accomplish missions.
CLIENT PROFILE
INDUSTRY
Computer gaming
COUNTRY
United States
WEBSITES
shop.ubi.com
CHALLENGE
After launching their first online store in 2010, Ubisoft’s business
strategy evolved to include a wider variety of product offerings.
Motivated to deliver a world-class shopping experience and
optimize conversion rates, the game publisher looked to
enhance their storefront design and commerce feature set.
With a growing product line and bold new sales goals, the new
storefront needed more intuitive navigation, filtered search
capabilities and provocative promotions to help shoppers
discover new and old games.
Before approaching Digital River, Ubisoft’s online store had an
outdated look in desperate need of redesign and conversion
rates that were below industry averages. With a growing number
of shoppers flocking to their site, Ubisoft wanted to capitalize
on the increased traffic. When setting out to build an enhanced
shopping experience, emphasis was put on creating a design
that could match, both from an aesthetic and performance
standpoint, the industry-leading brands that Ubisoft fans have
come to know and love.
“The Digital River and Mirum partnership was a critical factor in ensuring the
Uplay Store redesign not only exceeded expectations from a design perspective,
but most importantly delivered against the goal of improving conversions and
other critical ecommerce metrics.”
Jim Stone
Associate Director, Ecommerce, Ubisoft
SOLUTION
In 2015, Ubisoft partnered with Digital River to lay the foundation
for a full store overhaul. In addition to providing a robust and
flexible ecommerce platform, Digital River collaborated with a
creative agency to deliver a visually dynamic and user-friendly
storefront. The agency that Digital River recommended was
Mirum, a global digital marketing agency recognized by Gartner
as a visionary for marketing innovation.2 Working closely with
Mirum on design and navigation ideas, Digital River played the
role of ecommerce consultant, keeping a sharp focus on the
end goal of increasing conversion rates. “The Digital River and
Mirum partnership was a critical factor in ensuring the Uplay
Shop redesign not only exceeded expectations from a design
perspective, but most importantly delivered against the goal of
improving conversions and other critical ecommerce metrics,”
said Jim Stone, Associate Director, Ecommerce at Ubisoft.
To increase Ubisoft’s conversions, Digital River coordinated
with Mirum to ensure the site design worked seamlessly with
the commerce platform and offered consumers a frictionless
shopping experience. In early 2016, Ubisoft launched the
redesigned Uplay Shop featuring expanded sales opportunities
and commerce features. The lightning-quick uptime and
best-of-breed design enabled consumers to watch trailers
and purchase both games and merchandise in a seamless,
user-friendly environment. Built for optimizing success, the
redesigned store was now worthy of the publisher’s innovative,
world-renowned brands.
RESULTS:
When Ubisoft began discussions with Digital River, their online
store had an out-of-date design and conversion rates below
the industry average. With support from the global ecommerce
experts at Digital River and design team at Mirum, Ubisoft saw
an approximate lift in global conversion rates of 60-70%. In
addition, revenue per visitor improved approximately 65-75%.
As a result, Ubisoft is now positioned to expand on its success
as one of the top five video game publishers in the world.
SOURCES:
1 https://www.ubisoft.com/en-US/company/press/detail.aspx?id=243560
2 https://www.mirumagency.com/
Learn how Digital River can help you go to market faster with a
world-class ecommerce platform that maximizes the profitability
of your brands.
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