How One UK Retailer Upped Its Online Transaction Game

UK-based online retailer, distributor and designer of games room equipment, Liberty Games, is said to provide the most comprehensive online catalogue of amusement equipment in the UK. Founded in 1989, Liberty Games grew from a company that focused primarily on the rental of coin-operated amusement equipment to pubs, clubs, and youth centres, to the biggest online supplier of game room and amusement equipment.

The website provides both commercial customers and consumers access to a huge range of products at the click of a button. Items include arcade games, pool tables, table tennis tables, jukeboxes, pinball machines, air hockey, dartboards, and casino tables, amongst others. It also manufactures retro products, including old-fashioned jukeboxes and old-school arcade machines. Liberty Games has supplied products to Amazon, The BBC, British Airways, Facebook, Google, Sky and Virgin, among other businesses.

The challenge

Liberty Games has grown so much since its launch in 2004 that it has had to revamp its website six times. Now the largest amusement supplier in the UK , the company shipped goods
worldwide from the start and doubled holiday sales in 2013 compared to the prior year. To support continued growth, Liberty Games needed to provide its global customer base with the assurance that their transactions would be safe and fraud-free.


Liberty Games required a security solution that is trusted, scalable, and offered the right EV SSL certificates to protect its customers’ online transactions and personal information. Prior to adding Symantec Secure Site Pro with EV SSL Certificates, Liberty Games worked with Symantec and used their SSL certificates for two years.


Liberty Games has seen a variety of financial and operational benefits since migrating from normal SSL certificates to the Symantec Secure Site Pro with EV SSL Certificates. There has been a 35 percent increase in sales since adding EV SSL certificates from the point of adding an item to the basket to the end of the purchase. In addition, Liberty Games has seen a 14 percent decrease in shopping cart abandonments, leading to many thousands of pounds in recovered sales. The use of the Symantec Norton Secured Seal also increased e-commerce
conversion rate by 22.7 percent and grew the number of unique purchases by over 20 percent. Liberty Games also ran tests on the sites with the Norton Secured Seal, and has seen increased conversion rates since it was added.

Also, Liberty Games received direct, positive feedback from customers who said they feel secure in their purchases as a result of the Symantec Norton Secured Seal that is on the website. After completing a purchase from the site, Liberty Games asked its customers why it chose the site to make its games purchase.

Customer responses included:

“Site seemed secure enough to buy from online, not heard of Liberty Games before but was reassured to see you are members of Safebuy and secured by Symantec.”

“Mainly due to the range of products along with good customer reviews. Site seemed secure and trustworthy.”

“With any purchase online there is always an element of doubt about who you are buying from. Having read reviews and been thoroughly impressed by the information provided about the
website made me more confident in purchasing from Liberty Games.”

All implementation aspects of the new certificates were carried out internally by the Liberty Games team, with full support from Symantec Website Security Platinum Partner, SSL247. The team of web security experts at SSL247 helped facilitate the agreement between Symantec and Liberty Games, and implemented the certificates. The company provided step-by-step support throughout the entire installation process via email, telephone, and computer screen sharing. SSL247 streamlined and managed the entire EV certification process, and assisted with the more technical aspects. Due to prior use of SSL certificates and unique e-commerce solution, it was relatively easy to add the EV SSL certificate onto the website.

Stuart Kerr, technical director, Liberty Games, said: “Symantec Secure Site Pro with EV SSL Certificates have helped maximise online revenue for Liberty Games by more than 35 percent since implementation with maximised click-through and conversions on our website. Symantec’s solutions provide the trusted green bar to the Liberty Games site that gives our customers
confidence to complete their online transactions and ensures the site is safe throughout the experience.”

Oliver Wilkinson, managing director, SSL247, said: “Unlike SSL certificates, EV SSL certificates trigger web browsers to display an organisation’s name in a green address bar. ‘As a result, Symantec Secure Site Pro with EV SSL Certificates provide Liberty Games’ customers with the confidence to complete their transactions online.

The inclusion of the malware scanning feature also allows Liberty Games to scan its website daily to ensure the site meets the most stringent of security standards.”

With an industry-leading website and one of the largest ranges of games room equipment on the planet, Liberty Games aims to continue to offer its customers around the world what it describes as the best online selection and service, all while maintaining a safe and secure site.

The positive growth in sales in the past year provides Liberty Games with a bright future. As a result of the success in sales with Symantec SSL certificates, Liberty Games has been working to increase its back-end systems, and is evaluating additional Symantec solutions that help with the website’s security.

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Duncan Macrae

Duncan MacRae is former editor and now a contributor to TechWeekEurope. He previously edited Computer Business Review's print/digital magazines and CBR Online, as well as Arabian Computer News in the UAE.

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