Purple has partnered with Fairgame, a London-based indoor immersive gaming venue for adults, which will oversee the partners use Purple’s Guest Wi-Fi technology, enabling Fairgame to collect powerful, real-time first-party data that will enhance the customer experience and elevate Fairgame’s data-driven marketing strategy.
“Customer data is incredibly important to us,” said Toby Cowan, Chief Operating Officer, Fairgame. “Understanding who our customers are and how they behave—how often they visit, what they enjoy about our indoor fairground venue—helps us improve every part of the Fairgame experience. Guest Wi-Fi is central to that process and a great opportunity to gather actionable insights.”
With Purple, Fairgame will transform its Guest Wi-Fi into a smart engagement tool that will help them create more meaningful relationships with their customers both in-venue and after they’ve left. By providing visitors with the seamless, intuitive sign-on process they expect, Fairgame will gain data privacy-compliant insights that support:
- Targeted, in-venue messaging and promotions via splash pages and timely marketing campaigns
- Smarter segmentation and personalized offers and communications based on customer behaviour
- Capture of real-time customer sentiment through quick in-venue surveys to continuously improve the customer experience
- Enhanced visibility for a forthcoming loyalty program
- Strategic decision-making across departments, including Marketing and IT
“The hardest part of marketing has always been reaching the right person, in the right place, at the right time,” said Shaun Bossons, CRO, Purple. “E-commerce platforms track every click, but physical venues have long been in the dark, relying on fragmented data and anonymous foot traffic. Guest Wi-Fi changes that. It gives businesses real-time insight into where their customers are, unlocking opportunities for personalised, timely engagement that even online platforms can’t match. We’re excited to bring that power to Fairgame and help them elevate the in-venue experience.”
The partnership between the two British Growth Fund (BGF)-backed companies will support Fairgame’s business goals of strategic marketing innovation to grow customer loyalty while complementing its broader commitment to tech-driven experiences.
“This new relationship exemplifies how BGF-backed companies can collaborate to create personal engagement for the end customer,” added Bossons. “We are excited to take this first step in our partnership journey and start to build a platform of innovation for both companies.”
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