Guest WiFi strengthens Fairgame’s data-led approach to customer engagement

CHICAGO – June 18, 2025- Purple, a global leader in Guest WiFi and digital mapping that provides solutions to more than 80,000 global venues, has partnered with Fairgame, a London-based indoor immersive gaming venue for adults. Using Purple’s Guest WiFi technology, the partnership will enable 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 WiFi is central to that process and a great opportunity to gather actionable insights.”

With Purple, Fairgame will transform its Guest WiFi 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 behavior
  • 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 WiFi changes that. It gives businesses real-time insight into where their customers are, unlocking opportunities for personalized, 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,” Bossons said. “We are excited to take this first step in our partnership journey and start to build a platform of innovation for both companies.”

For more information, visit purple.ai.

About Fairgame

Fairgame is a London-based enterprise, founded by Richard Hilton, founder of Gymbox; Paul Campbell, founder and owner of Hill Capital Partners LLP (and who currently sits on the Boards of Hawksmoor, Blacklock, the Alchemist and Yard Sale Pizza) and Andrew Myers, a music industry lawyer. Combining eating and drinking, alongside a unique event space for indoor fairground fun, Fairgame has reimagined classic fairground games catered to grown-up thrill seekers. The competitive socializing operator adds an innovative twist to traditional competitive games by introducing its RFID wristband tech and app to log players’ scores. Fairgame’s first site is in the heart of Canary Wharf, next to the Elizabeth Line tube station.

About Purple

Founded in 2012 and with solutions in more than 80,000 venues worldwide, Purple drives interactive experiences to improve the way people connect in the real world. With 2 million daily users, Purple’s platform empowers businesses to build stronger relationships with their customers by enhancing existing infrastructure investment.

Press Contact:
Marissa McFarland
Mulberry Marketing Communications
mmcfarland@mulberrymc.com