Super Rare Games
Services: Site Health Check & Competitive Benchmarking, Technical SEO, Page Speed Optimisation, Product Reviews Integration, UX Improvements, Ongoing Technical Support & Development
Website: https://superraregames.com/
Super Rare Games is a London-based publisher that's carved out a fiercely loyal niche in gaming: limited-run physical editions of digital-only indie titles.
Primarily focused on Nintendo Switch - with a growing PlayStation catalogue - each game gets a single print run of 3,000 to 7,000 copies, complete with full-colour manuals, exclusive stickers and trading cards. For collectors, it's the real deal.
They came to us needing a technical partner who understood eCommerce at a deeper level. The site was performing well on the surface, but with competition from the likes of iam8bit and Fangamer, and a customer base that increasingly discovers products through AI and search, they needed someone to dig under the bonnet and make sure the foundations were as strong as the brand.
Super Rare Games operates in a unique space. Their product range is deliberately limited short-run releases that sell out and don't come back. That model creates urgency and collectibility, but it also creates challenges that most Shopify stores never face.
Traditional SEO strategies built around evergreen product pages don't apply when your catalogue is constantly cycling. Backlink building is harder when the products people link to are gone within weeks. And with competitors like Fangamer ranking for 14,000+ keywords against Super Rare's 657, there was a clear gap to close, not by copying their approach, but by finding one that worked for a limited-edition business.
On the technical side, the site had accumulated debt over time:
jQuery dependencies slowing page loads
inconsistent meta data
missing H1 tags
accessibility gaps
and images being served at sizes far larger than needed.
None of it was broken, but all of it was holding the site back from performing at its best, both for search engines and for the collectors landing on it.
The Challenge
What we did
Comprehensive Health Check & Competitive Benchmarking
We started with a full-depth audit, not just the site, but the competitive landscape. We benchmarked Super Rare Games against their competitors across site performance, SEO, domain authority, content depth and UX.
The audit combined AI-driven research with human analysis, giving us a clear picture of where the site stood and, more importantly, where the biggest opportunities were.
Technical SEO & Accessibility
The site was already scoring 94/100 on technical SEO - the highest among its competitors. But we identified and addressed gaps that were limiting its potential: missing H1 tags, inconsistent meta title and description lengths, images without alt text, and ARIA attribute issues affecting accessibility. We created standardised templates for meta data across all product types, ensuring every new release launches with SEO-ready foundations.
Page Speed Optimisation
This was one of the biggest technical lifts. We replaced jQuery and its plugin dependencies with vanilla JavaScript, streamlined animations, optimised image delivery using Shopify's modern renderer, and introduced predictive pre-loading to make the site feel noticeably snappier. The result: all Core Web Vitals - INP, LCP and CLS - moved into the 'Good' range, with real-world performance metrics jumping across the board.
Ongoing Technical Support
Alongside strategic growth work, we provided ongoing technical support to help the business operate smoothly behind the scenes. From resolving urgent issues and maintaining site stability, to improving store infrastructure, managing technical updates and supporting the evolution of the Shopify setup over time, we acted as a proactive technical partner embedded within the team, helping ensure the site remains reliable, scalable and ready for growth.
Product Reviews with Judge.me
We integrated Judge.me to bring customer reviews onto product pages, complete with schema markup so reviews appear in search results. When Shopify's Shop app started pushing reviews through its own channel, we configured the sync so the team could see and respond to every review from one place, gaining control over a channel that had been invisible to them.
UX & Conversion Improvements
We implemented a range of UX and conversion-focused improvements designed to make the shopping experience smoother, more flexible and easier for the team to manage internally. This included enhancing product discovery, improving customer enquiry workflows, tailoring content visibility for different markets, and refining operational touchpoints to better support both B2C and B2B customers. The result was a more streamlined customer journey and a stronger foundation for ongoing conversion growth.
AI Readiness & Content Strategy
With AI increasingly shaping how collectors discover products, we assessed how platforms like Gemini and ChatGPT understood the brand. The good news: AI had an excellent grasp of the business, its approach and its loyal customer base. The gap was in practical queries - delivery times, returns information, the everyday questions customers ask.
We recommended and set up Shopify's Knowledge Base app to give AI agents structured, accurate answers, and developed a content strategy focused on developer interviews, game reviews and release teasers to build the kind of evergreen content that drives sustained organic growth.
The Results
Within the first reporting period after our work began, the numbers told a clear story:
Sales up 53%
Conversion rate up 17% - now sitting at 4.38%, with email converting at 10.7%
Search traffic up 62%
Direct traffic up 42%
Sessions up 11% and users up 8.1%
Average search position improved from 10th to 5th
Bounce rate down 2.3%
All Core Web Vitals now rated 'Good'
AI visibility emerging - 8 mentions across ChatGPT and AI Overviews in 30 days, plus AI citations across multiple gaming-related queries
The site is now outperforming its competitors on technical SEO, page speed is in a strong position despite the rich, game-branded design that makes Super Rare's pages so distinctive, and the foundations are in place for sustained organic growth.
Why this mattered?
Super Rare Games isn't a typical Shopify store. Their product range turns over constantly, their audience are passionate collectors who notice every detail, and the brand's visual identity changes with every release. Off-the-shelf solutions and generic SEO playbooks don't work here.
By understanding the unique challenges of a limited-edition eCommerce business, we've been able to build a technical foundation that works with the model rather than against it - improving discoverability, speeding up the experience, and giving the team tools to manage their store confidently as the catalogue evolves.
The work isn't just about better numbers today. It's about making sure Super Rare Games is set up to keep growing as the way people discover and buy physical games continues to change.
“Tom, Claire, and the rest of the team are master Shopify experts, professional, and a complete joy to work with. I wouldn’t hesitate to recommend Squashed Pixel to any business looking to work with Shopify and a great bunch of people”
Stuart Townsend - Head of Colours | Super Rare Games