24-25 September 2025
ExCeL London

Exhibitor Press Releases

GAME sees +146% YoY Black Friday revenue using SEO as a strategic advantage

Botify Stand: G61
GAME sees +146% YoY Black Friday revenue using SEO as a strategic advantage

THE CHALLENGE:

Technical debt and limited engineering resources were negatively impacting GAME’s high-converting product pages. Meanwhile, irrelevant pages were being surfaced by consumers in search. SEO changes were difficult to make and slow to implement. Even simple optimizations such as title tag updates would take between 6–12 months due to internal processes that stymied SEO progress. As a video game retailer, the Black Friday and holiday season can be lucrative. Where most brands won’t prioritize SEO in the lead-up to peak periods, GAME aimed to position itself as a strong competitor to global enterprise brands like Sony and Microsoft. Finding a way around the technical blockers could surface important product pages, optimize their crawl budget, and boost traffic.


THE SOLUTION:

The SEO team at GAME partnered with Botify’s internal search experts to strategize a unique answer. Botify’s PageWorkers solution enables large-scale, automated optimizations that can be launched or rolled back immediately. PageWorkers enabled them to fix their breadcrumb links to their top pages. This optimized GAME's internal linking structure, created a shallower click depth, and surfaced its most valuable content to search engine crawlers.


THE RESULTS:

After implementing PageWorkers on their site, the SEO team at GAME sidestepped the technical debt, infrastructure difficulties, and resourcing issues limiting their potential. The time to deploy optimizations shrunk from 6–12 months to mere minutes, removing internal blockers and giving them more independence.
 
PageWorkers helped GAME deploy a much-improved internal link structure that allowed Google to crawl and rank important product pages in time to capitalize on the season. The number of pages crawled by Google skyrocketed to 82%. They also saw a 7.27% YoY increase in high-converting product page clicks and a 23% increase in impressions. A precision-targeted seasonal strategy plus Botify’s technical SEO solution gave GAME a strong competitive advantage. Direct traffic to critical product detail pages improved +113%, with a +146% growth in revenue from organic traffic YoY.
 
By using PageWorkers as a shortcut to results, GAME has
gained momentum with their SEO flywheel and changed
a vicious cycle to a virtuous one.
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