Gaming companies sit at a unique crossroads: they’re part entertainment powerhouse, part tech platform, part media company. Whether you’re publishing blockbuster titles, running a mobile game network, or building immersive in-game ad experiences, you have access to vast amounts of player data—and massive potential for growth.
What’s standing in the way of growth and loyalty
Video game publishers and platforms are increasingly turning to data to understand, engage, and retain their players. But that’s easier said than done. Here are the top challenges they face:
- Data lives in silos. Gaming companies often collect data across multiple platforms—console, PC, mobile—but can’t stitch together a full view of the player across devices and titles.
- Identity is hard to resolve. Players interact across games, apps, websites, and platforms. It’s tough to connect all those signals and create a consistent, personalized experience.
- Privacy is non-negotiable. Regulations are tightening. Any solution must not only be powerful—it must be privacy-safe.
- Ad performance is difficult to measure. It’s often unclear which campaigns are driving engagement, conversions, or purchases—especially across fragmented digital touchpoints.
How Experian can help you win with data and identity
Experian helps gaming companies stop leaving value on the table. We turn scattered player data into a single, unified view—giving you the foundation to better understand and engage your players.
Our approach: Organize, enrich, activate
1. We clean and unify your data
We help you build a solid identity foundation by resolving messy, duplicate, or outdated records across systems. That means your player data from mobile, console, PC, and web all connects—giving you a clear view of how your users engage across games and platforms.
💡 How it’s working: A global interactive gaming company is partnering with Experian to unify and enrich player profiles across systems—boosting the performance of both player engagement campaigns and in-game monetization strategies.
2. We deliver deep customer insights
With Experian, you go beyond surface-level data. We help you understand player behaviors, financial attributes, interests, and lifestyle factors—fueling more personalized experiences, smarter segmentation, and better monetization strategies.
💡 How it’s working: A major game developer used Experian’s data enrichment tools to gain deeper insights into player behavior and financial attributes—enabling more personalized in-game offers, smarter audience segmentation, and stronger player retention.
3. We enrich profiles and help you activate across channels
We enhance your player records with hundreds of attributes—so you can create custom segments that work. Then, we help you activate those audiences in real-time across digital, social, and programmatic platforms.
💡 How it’s working: A global gaming publisher used Experian to build custom audiences and activate across programmatic channels, driving higher in-game engagement and ad ROI.
Turning audiences into ad revenue
In addition to improving their own player marketing, gaming companies are unlocking a second growth engine: ad revenue from non-endemic brands.
Much like retail media networks, game publishers and platforms are realizing the value of their audience data. From airlines and automakers to QSR and CPG brands, advertisers are taking notice of the high-value, high-intent audiences inside game environments. But to attract that ad spend, publishers need to offer more than impressions—they need precise audience targeting, cross-device identity, and reliable measurement.
How Experian helps drive better ad performance
To appear authentically to a gamer, you need to know who they are and what they care about. Experian helps marketers understand a person’s behaviors and preferences to enable relevant, personalized advertising. And since nobody wants to see the same ad ten times during a session, we help manage ad frequency across devices and placements to protect the player experience.
Our approach: Extend reach, measure results
1. We expand your digital reach
Experian makes it easier to find and connect with your players wherever they are—across devices, platforms, and publishers. We help you build scalable audiences you can reach programmatically and with precision.
💡 How it’s working: Unity, a leading gaming platform, is redefining the way marketers reach their audiences across major and emerging channels. They’ve tapped into Experian’s syndicated audiences to gain player insights and help advertisers connect with gaming audiences across mobile, web, and connected TV (CTV) based on behaviors and preferences.
2. We help you measure what matters
Whether your goal is app installs, in-game purchases, ad engagement, or player retention, we help connect the dots. You’ll know which campaigns are driving action—and where to double down.
💡 How it’s working: A leading global game publisher is working with Experian to enrich player profiles, build and activate audience segments, and measure how campaigns drive in-game engagement and purchases—giving them a clearer view of ROI across digital channels.
Why choose Experian
Whether you’re trying to build stronger player relationships or turn your audience into a high-performing advertising engine, Experian gives you the data and identity foundation to make it happen.
We help you:
- Organize and clean your player data
- Resolve identities across digital touchpoints
- Enrich your data with deep, actionable insights
- Build and activate target audiences
- Measure impact across the player journey
Let’s power up together
We’re already supporting leading brands across the gaming ecosystem—from global game publishers and mobile app developers to in-game ad networks and gaming platforms. And we’re ready to help more companies harness the full power of their data.
Get in the game with us 🎮
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by AdExchanger // Friday, March 15th, 2019 – 12:06 am “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today's column is written by Preethy Vaidyanathan, chief product officer at Tapad, a part of Experian For years marketers asked, “How do we get more data?” Now that they've mastered data mining, marketers want to know what’s next. The time has come for organizations to make their abundance of digital data actionable, increase ROI and reach consumers with consistent, personalized experiences across all touchpoints. A seamless consumer experience can only be achieved by consolidating digital data. Organizations, however, are finding that consolidating data silos is more time-consuming and complicated than initially expected. The challenges One of the most pervasive obstacles companies face in when consolidating data is adopting inefficient and costly tactics that quickly become outdated. For instance, over the last couple of years, many companies turned to enterprise data warehouses to consolidate data silos, but some were too expensive or poorly suited for raw, unstructured and semi-structured data. This led companies to adopt data management initiatives, which bogged down many enterprises. Perception among senior level executives is another challenge. Many still question the need for digital transformation – achieving greater efficiencies through updating business and organizational processes with new technologies. Gartner found that more than half (54%) of senior executives say their digital business objective is transformational, while 46% say their objective is optimization. Digital transformation and data consolidation require time and effort. So, many large organizations work to overcome data silos as part of a multiyear digital transformation versus an immediate action item, delaying the benefits the company sees from taking on this project. All of these challenges make delaying progress in data consolidation easy, but companies should remember the impetus for doing so: creating a seamless customer experience that, in turn, drives business results. Brands with higher quality customer experience grow revenue faster than direct competitors with lower quality customer experience. The approach Many brands go into the digital transformation process assuming they have massive amounts of customer data, and that much of it is valuable or will be in the future. They might spend months aggregating that data in data stores or data lakes – at great expense. The trouble is that their data was scattered across multiple databases, which means it’s highly fragmented. As a result of this fragmentation, marketers can’t activate their data in ways that enhance the customer experience. To do so, companies must ensure their digital data is highly flexible so it can provide a holistic view of the consumer journey across every digital, in-store, in-venue and offline channel. I’d recommend that organizations taking on data centralization initiatives prioritize use cases that offer the company the greatest benefit. This is where organizations should establish a “crawl, walk, run” approach to data centralization to ensure key executives buy into the process. Starting with a subset of use cases, such as customer retention or upsell, or with a campaign, which is an even smaller starting point, allows executives to see the benefits of data consolidation projects relatively quickly. Once they validate these initial benefits, they can expand the range of use cases or campaigns, as well as the marketing ROI for their business. While data centralization is a long-term project that may take several years to complete, it doesn’t mean a business can’t get started now and see measurable results quickly. Break down data consolidation into stages so the organization can experience wins along the way. At the end of the day, data consolidation will help organizations deliver more effective marketing campaigns that drive business growth. Contact us today
Tapad's technology enhances Bidtellect clients frequency capping and audience extension capabilities cross device. NEW YORK, Feb. 28, 2019 /PRNewswire/ — Tapad, part of Experian, is a global marketing technology company and leader in digital identity resolution solutions, today announced a new partnership with Bidtellect (now Simpli.fi), a leading native Demand-Side Platform (DSP). Bidtellect's paid content distribution platform will leverage The Tapad Graph™ as its first cross-device partner. The integration will offer Bidtellect's clients in the U.S. and Canada cross-device frequency capping and enhanced audience extension capabilities. The combination of Tapad's leading cross-device technology, with Bidtellect's unparalleled scale and optimization capabilities, will allow content marketers within brands and agencies to develop even more strategic, effective content marketing campaigns. The Tapad Graph™ will allow content marketers to gain greater reach and create more relevant, unified messaging with targeted delivery, when used in conjunction with Bidtellect's technology. Marketers can expect to benefit from amplified reach, and enhanced, privacy-safe engagement with desired audiences as a result of this partnership. "Partnering with Tapad, the leaders in cross-device data, provides Bidtellect with a complete solution that leverages both probabilistic and deterministic mapping strategies," said Mike Conway, Chief Technology Officer at Bidtellect. "The Tapad relationship expands our audience size by providing the opportunity to reach the same user across multiple devices and, when used in conjunction with our frequency capping functionality, ensures increased reach, reduced ad saturation, and elimination of wasted ad spend." As the partnership progresses, Tapad will also work with Bidtellect to provide advanced attribution for conversions and engagement metrics including connectivity and amplification. These advanced insights will help brands and agencies develop a more holistic approach to content marketing, so they can build audiences and influence bidding algorithms that directly impact their business. "We're thrilled to be working with Bidtellect as the company's first cross-device partner," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "At Tapad, we are continuously advancing our identity resolution solutions to keep pace with the ever-changing needs of marketers. As a part of that commitment, we look to work with partners where our technology is able to enhance their offering to better serve marketers. We are looking forward to creating that superior experience with the Bidtellect team." Contact us today
The Tapad Graph Now Offered in Adobe Audience Manager, part of Adobe Analytics Cloud New York, NY — August 7, 2018 — Tapad, now part of Experian, is advancing personalization for the modern marketer, announced today that its proprietary Tapad Graph is now integrated with Adobe Audience Manager, part of Adobe Analytics Cloud, helping marketers expand their view of consumers and boost results through Tapad’s probabilistic solution. Tapad has been working closely with the Adobe Audience Manager team on this integration. With the Tapad Graph integration, customers based in the U.S. and Canada can use the Tapad Device Graph to expand the reach of audiences defined and activated in Adobe Audience Manager to extend first- and third-party data and deliver personalization across paid, earned and owned channels, publisher sites, programmatic, and more. Tapad worked closely with Adobe to develop the integration, allowing marketers to enable first-party data that has been previously tied to cookies and mobile. This offering has been beta-tested by leading organizations across retail, financial services, telecom providers, and more. “We're excited to publicly announce the solution our team has been closely designing over the past 12 months with Adobe,” said Chris Feo, SVP, Global Data Licensing and Strategic Partnerships at Tapad. “This solution will give marketers in the U.S. and Canada the ability to unlock increased value from Adobe Audience Manager through the power of the Tapad Graph and its ability to expand customer prospects.” Tapad has repeatedly proven its ability to provide marketers with a unified view of the customer across channels and screens. With the Tapad Graph, a global identity graph that currently supports more than 100 enterprise customers and 200 integration partners, marketers can extend their reach and customize messages based on user and household-level data. Contact us today