75% of gaming releases come to market in Q4 – all aimed at the same people. Thankfully, we know our target intimately enough to pitch the creative directly at the gaps in their defences. By now, they expect 'great'. We have to deliver outstanding' and 'surprising' – especially at Christmas.

Previous profile-building allowed us to work out precisely who deserved such an opulent pack.

The mailing smashed its aggressive 12% target by some considerable way achieving almost 20% response! We are unable to provide ROI or absolute figures due to confidentiality. Suffice to say, at 20% response, the ROI was significant.Also, almost half of the responses were from consumers for whom we held no or inadequate data on our databases – thereby allowing us to substantially update the database for future mailings.