A Story of Mission-driven Success

About GOG.com

GOG is a leading digital distribution platform for video games, known for its strong commitment to a DRM-free policy, which gives users full ownership of their purchases. Part of the CD PROJEKT Group, GOG serves a global community of millions of gamers with a curated selection of classic and modern games.

The challenge: scaling personalisation despite technical limitations

Before partnering with Manago AI, GOG's marketing efforts were hindered by several technical and strategic limitations.

Email delivery to its database of millions of contacts was subject to significant delays, making it harder to keep campaigns timely and relevant for such a large audience. At the same time, GOG was unable to leverage AI-driven product recommendations for personalisation at scale, limiting the extent to which its communications could reflect individual player interests.

These issues were compounded by technical difficulties with website integration, which restricted data collection and activation and made it harder to turn visitor behaviour into meaningful, targeted communication.

Objectives: future-proofing and optimising campaigns

GOG had clear marketing objectives that could be grouped into four core areas:

• Increase customer retention and long-term engagement.

• Ensure faster, more reliable email delivery to improve campaign timeliness.

• Implement advanced contact filtering and personalised product recommendations.

• Boost user education on GOG's unique value proposition to build trust and accelerate conversion.

It's a really good feeling to have that control over the emails. When I come up with something, I'm able to build it easily in Manago AI. The wide range of triggers and the great A/B/X testing functionalities are what works well for us.

Nikola BudnaDirect Marketing Specialist, GOG.com

The solution: a mission-driven onboarding

The cornerstone of the strategy was a dynamic and personalised onboarding workflow designed to introduce new users to the GOG philosophy. This was not a generic welcome series. It was an automated system that applied B2B lead nurturing logic to a B2C audience, treating each user as a unique relationship to be developed.

Advanced workflow automation

Built a complex, multi-path onboarding journey that segmented users based on behaviour within the first 24 hours.

Hyper-segmentation and personalisation

Delivered tailored communication based on user interactions, such as genres browsed or games wishlisted, to make every message relevant.

A/B/X testing

Continuously optimised email subject lines, content and offers to identify the most engaging communication strategies.

Email Marketing Studio

Created visually compelling emails that communicated GOG's core values effectively.

Results & impact

The mission-driven onboarding campaign was tested against a control group and delivered exceptional, measurable results, confirming that educating users on core values directly translates to business growth.

Key performance results

• The group that went through the onboarding workflow generated 7.8% more revenue than the control group.

• The email focused on GOG’s USPs performed best, achieving a 9.78% CTR.

• The onboarding campaign achieved an average click-through rate of 4.81%, 4.8 times the rate achieved by standard sales campaigns (1.00%).

Qualitative impact

• Stronger engagement: Onboarded users viewed more game pages, were more likely to install the GOG Galaxy client, and returned to the platform more frequently.

• Faster conversion: By effectively communicating values like freedom, ownership and nostalgia, the campaign built trust and encouraged users to add games to their library and make their first purchase faster.

Future plans

GOG continues to enhance the user journey and has been actively using Manago AI’s SMS Gate for several months. The team is currently developing the next version of the onboarding workflow, incorporating insights from the A/B tests to further personalise the experience and deepen the relationship with their community.

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