How JioGames Store grew voucher sales 11× on the digital marketplace for gaming assets powered by Fynd

About JioGames

JioGames is an all-in-one gaming platform designed for gamers to enjoy a vast array of games across smartphones, Jio set-top boxes, and Android TVs. The platform offers cloud gaming services, high-end gaming experiences, hosts e-sports tournaments, live streaming, and exclusive gaming content from various partners and vendors.

The need for a digital marketplace

To purchase in-game currency, subscriptions, and rewards, gamers need digital vouchers and gift cards. The JioGames Store was created to offer a secure, reliable place to buy these vouchers and instant top-ups.

Challenges

However, setting up such a comprehensive digital storefront that involved multiple platform partners, digital assets, and dynamic pricing wasn't straightforward and brought unique challenges.

1) Vendor ecosystem and data coordination

The commodity to be sold included vouchers for platforms like PlayStation, Apple and Xbox and in-game currency from Roblox and Valorant. Multiple vendors meant distinct data formats, pricing strategies and updating frequencies. Managing these differences manually was complex and error-prone.

2) Dynamic catalog and price synchronization

Vouchers and gaming credits often see frequent price fluctuations due to promotions and launches. Real-time updates and accurate price synchronization across all platforms was challenging.

3) Offline payments on a digital marketplace

A large portion of gamers are often under 18 and do not have personal bank accounts or digital payment access. This restricted their ability to purchase digital game vouchers independently, limiting them to cash-based transactions. A purely online flow on the digital marketplace meant leaving a large chunk of revenue on the table.

Solution

“Our collaborative partnership with Fynd has been instrumental in the success of JioGames Store. From building it entirely from scratch to evolving it through continuous real-world learnings, Fynd team has consistently shown remarkable ownership and commitment.”

Rajesh Pradhan,

Sr. Manager (Product & Services), JioGames Store

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Fynd provided an integrated commerce platform to set up an online marketplace for JioGames, called the JioGames Store. This platform resolved critical challenges by streamlining multiple vendors, catalog, pricing, and payment management.

1) Vendor API normalization

Fynd streamlined diverse vendor integrations by normalizing disparate vendor APIs into a single schema, significantly enhancing catalog and transaction data management. Fynd’s extension ecosystem enabled smooth management across multiple vendors.

2) Automated price & catalog management

Fynd set up a dedicated SKU price automation cron for vendors like Unipin that automatically creates, deactivates, updates, and manages digital SKUs in real-time. This ensures accurate catalogs and consistent pricing across all platforms, currently handling an in-flow of over 50 new SKUs each month.

3) Engineered for future scalability

Fynd’s backend architecture is specifically engineered and rigorously scale-tested to effortlessly handle increasing volumes of SKUs, ensuring that future demands and rapid marketplace growth are seamlessly accommodated.

4) Unified payment integration (Pay at store)

While JioGames Store already supported online payments (UPI, credit card, net banking) through JioOnePay integration, Fynd enabled a unique "Pay at Store" feature for the cash payments. This feature is specifically designed for young gamers who prefer cash payments, without access to digital payment methods.

Now, users can select vouchers on the JioGames Store, generate a QR code instantly. They can then simply visit any of the 1200 Reliance Smart Bazaar stores or 1000+ Reliance Digital Stores, scan the QR code at the billing counter and pay directly in cash.

This innovative hybrid approach leverages Reliance’s massive offline retail network while being fully integrated with JioGames Stores’ online platform. Through deep POS-level integrations with Reliance’s RPOS systems, Fynd connected store billing counters with the digital voucher purchase flow. 

This unique capability positions JioGames Store as the first and largest-scale gaming marketplace in India to support cash-based voucher purchases seamlessly.

5) Advanced analytics integration

Fynd integrated analytics tools such as GA and Kibana to capture detailed user journeys, helping JioGames Store gain deep insights into customer behavior and optimize website performance.

6) Robust transaction failure management

Fynd implemented exponential retry mechanisms via automated crons, along with seamless automated refunds. This ensured smooth handling of transaction failures, significantly boosting customer confidence and satisfaction.

“Team Fynd has strengthened the product with every iteration and optimized its performance to deliver a smooth and reliable user experience across devices. Deep understanding, collaborative approach, and unwavering reliability makes Fynd a true extension of our team.”

Rajesh Pradhan

Sr. Manager (Product & Services), JioGames Store

Impact

Strong growth in voucher sales

Achieved 11× growth in voucher sales, driven by accurate pricing, reliable catalog updates, improved payment accessibility, and an expanding lineup of gaming assets.

Higher user retention and spending

With 60% repeat customers and a 2.6× rise in average order value, users weren’t just transacting more, they were spending more and coming back often, indicating deeper platform loyalty.

Expansion in traffic and reach

Recorded a 4.2× increase in website visitors, supported by consistent cross-platform UX and growing interest in top brands like Steam, PlayStation, Valorant, GPRC, and Xbox.

Expanded payment coverage and store integrations

Built a strong foundation for omnichannel scale and offline accessibility by enabling cash-based voucher purchases across 1200+ Smart Bazaar and 1000+ Reliance Digital stores.

Leveling up the game: What’s coming next 

With the core marketplace scaled and stabilised, the next phase brings deeper utility, expands the platform’s value, versatility, and everyday relevance for gamers and gift-seekers alike.

Direct top-ups for leading games: Soon, users will be able to directly top up more of their favourite global and domestic games, credited instantly to their game ID. 

Cloud gaming subscription passes: JioGames Store will offer affordable JioGames Cloud subscription passes for instant access to premium games, no downloads or fancy hardware needed. 

BYOG (Bring your own game): Users can purchase AAA titles for Steam, Ubisoft, Epic, and more, and play them instantly on JioGames Cloud. It’s a seamless, hardware-free play-and-own journey built for serious gamers.

100+ Digital gift cards across categories: JioGames Store is also expanding beyond gaming, with 100–200 digital gift cards coming soon across ecommerce, fashion, food, wellness, and more. 

Fynd’s agile, integrated solutions allowed JioGames Store to simplify operational complexities, automate catalog consistency, and introduce unique payment innovations. This holistic support accelerated JioGames Store’s market success and set a new benchmark in gaming commerce.

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