GameFly: Bad Game

TV's Broken

Despite creating the online video game rental category, GameFly struggled with waning subscription numbers. Video game rentals were perceived as too expensive and too short-lived, causing gamers to purchase instead of rent. It was our challenge to change that perception and improve subscription numbers.


Gamers are a passionate, competitive group. They want to play as many games as possible, but at $60 a pop, most only buy 4–6 titles a year.


Gamers carefully consider their purchases, and when they buy a game that doesn’t live up to expectations, it’s a major letdown. We positioned GameFly as a solution so you “don’t buy a bad game again.”


GameFly’s subscription rates rose by 30%.