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We help you build a solid identity foundation by resolving messy, duplicate, or outdated records across systems.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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NEW YORK & LOS ANGELES / BUSINESS WIRE / Jan. 30, 2017– Tapad, part of Experian, and Rubicon Project (NYSE: RUBI) announced today a new global partnership offering a unified, cross-device campaign delivery solution within an automated advertising marketplace. Tapad is the leading provider of unified, cross-screen marketing technology solutions and Rubicon Projectoperates one of the largest advertising marketplaces in the world. The Tapad Device Graph™, which enables buyers to expand their high-value display data signals to associated mobile devices, will be integrated across Rubicon Project’s leading advertising exchange and Orders platform, significantly improving consumer mobile reach. The new global partnership will empower Buyers within Rubicon Project’s exchange to find and engage audiences across their entire digital experience. Rubicon Project operates one of the world’s largest mobile exchanges connecting to approximately 1 billion unique mobile devices globally. “We’re excited to partner with Tapad to continue to provide our customers the very best data for managing their advertising businesses,” said Harry Patz, Chief Revenue Officer, Rubicon Project. “Cross-device delivery is crucial for buyers today with more than 81% of internet users currently relying on more than one device for digital access[1]. Through our partnership, buyers will be able to extend their desktop private marketplace campaigns to mobile, allowing them to find and engage their audience across devices, anywhere in the world. The net result will also benefit sellers; the increase in mobile reach will better position publishers and app developers to strategically capitalize on their inventory, ultimately increasing bid rates and mobile revenue across the board.” “Our partnership with Rubicon Project marks the first time advertisers and publishers alike are able to use cross-device solutions at significant scale outside of Google and Facebook,” said Pierre Martensson, GM of Tapad’s Data Division and APAC. “Our Device Graph will help Rubicon Project’s advertisers make more informed buying decisions and find the audiences who matter most.” Barry Adams, VP of Commercial Development at Bidswitch, said, “As digital advertising moves away from desktop and increasingly toward a mobile-first model, cross device data becomes critical to finding consumers. The rich data buyers will now be able to leverage at scale through the Tapad and Rubicon Project integration will enable us to provide a state-of-the-art cross-screen solution for the 150+ buying platforms that use our service, and the tens of thousands of advertisers they represent.” For more information about Rubicon Project’s inventory, please visit www.rubiconproject.com. For more information about Tapad’s cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
Tapad expands linear TV analytics solution, enabling optimal reach and frequency across TV and digital platforms NEW YORK, Jan. 24, 2017 /PRNewswire/ – Tapad, now a part of Experian, has partnered with WideOrbit, the leading provider of advertising management software for media companies, to develop the industry's first programmatic TV-buying platform powered by a device graph. Tapad is the leading provider of unified, cross-screen marketing technology solutions and was first to market with a device graph, the Tapad Device Graph™. WideOrbit's robust supply platform and industry-leading footprint offers access to premium TV inventory on top networks, reaching more than 99 million households across local affiliates. The partnership pairs Tapad's demand-side technology with WideOrbit's supply-side inventory. As a result, marketers can leverage cross-device audiences in their TV buys for the first time. Additionally, integrating the Tapad Device Graph™ with digital feedback loops and audiences both accelerates optimization and enables precise audience discovery for TV marketers. "The integration of WideOrbit's quality TV supply takes orchestrated cross-screen media buys to the next level," said Marshall Wong, Tapad's SVP of TV market development. "Marketers can now optimize TV campaigns within days instead of weeks. This also untethers them from buying against generic demographics like age and gender. By allowing brands to employ their own CRM or third-party data, we can move them much closer to audiences who will take action." "Integrating Tapad's device graph with WideOrbit's programmatic marketplace delivers enormous value to marketers looking to add TV to cross-device campaigns," said Ian Ferreira, EVP of programmatic at WideOrbit. "Television still delivers the most efficient reach of any medium, and Tapad's platform now allows marketers to purchase premium broadcast inventory that extends the power of cross-screen campaigns to TV with a single, unified solution." "Our clients build lasting relationships with consumers through thoughtful and pioneering marketing," said Jeff Giacchetti, VP of digital at Mediavest Spark. "The strategic partnership of demand-side technology and supply-side inventory makes it easier for brands to find efficient, incremental reach and are critical in this endeavor." For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
Global Engineering Team Staffing Up New Oslo Hub; Nordic Operational Team Also Slated for Q1'17 NEW YORK, Jan. 11, 2017 /PRNewswire/ – Tapad, now a part of Experian, the leader in cross-device marketing technology, is opening an office in downtown Oslo, Norway, effective January 16, 2017. This development reflects Tapad's continued growth following its acquisition by the Telenor Group in early 2016. Tapad Oslo will be comprised of a globally-focused engineering team as well as an upcoming operational headquarters for the region. Jeff Olchovy, a senior Tapad developer and one of its earliest employees, will forge the company's Nordic engineering presence by supporting the build-out of the team. The initial hiring plan of more than 20 open positions includes roles such as Head of Engineering, Senior Software Engineers and Solution Engineers. Plans for Tapad's Nordic Region business line, including its leadership, will be announced within the first quarter of 2017. "Given the caliber of technical talent and our extensive network in the region, Oslowas the logical choice at this stage of our growth," says Dag Liodden, Tapad CTO and co-founder. "This enables us to continue building out our innovative team on a global scale in a region that is close to our hearts and minds." In collaboration with its New York-based developers, Tapad's Oslo-based engineers will continue to advance the company's renowned product portfolio, such as the Tapad Device Graph™. An early adopter of Scala and big data processing technologies, Tapad has long been an influencer in U.S. tech. "As the head of our platform group, which daily processes several petabytes of data and is the foundation for all of our real-time systems, Jeff is a highly respected engineer," said Pål Høye, Tapad's senior vice president of engineering. "Given his experience and skillset, he is ideally suited to find and lead an innovative team focused on building the industry-leading products we are known for." About TapadTapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. Tapad's numerous awards include: EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award and a MarCom Gold Award. Contact us today