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SUCCESS STORY
Buffalo Games, the company behind some of the most loved puzzle, game, and outdoor recreational brands, turned to Syndigo to streamline product data, improve Amazon performance, and set up a single source of truth for its fast-growing catalog. With operations spanning Buffalo, NY, Succasunna, NJ and greater Boston, MA and nationwide eCommerce channels, the company faced a challenge: managing thousands of SKUs across multiple retailers, brands, and licensing divisions with speed and accuracy.
As a result of past mergers and acquisitions, the data infrastructure of Buffalo Games became a patchwork of disparate, static databases, lacking a single source of truth. This fragmented system made managing their vast and complex catalog—over 1,000 puzzle ASINs alone, plus licensed sports products spanning more than 60 teams—a significant operational burden.
The consequences were most acute on Amazon, where teams were stuck in time-consuming manual workflows to manage product listings. Submitting new products through Vendor Central, Amazon’s native product management portal, was slow, error feedback was often unclear and launch delays could stretch for weeks. This inefficiency also posed a major financial risk; a single compliance update could require manual changes across hundreds of listings, threatening costly, large-scale sales disruptions.
Recognizing that their fragmented data was a direct barrier to growth, the team at Buffalo Games began an extensive search for a centralized solution. They conducted a diligent evaluation of 4-6 leading Product Information Management (PIM) and Product Experience Management (PXM) platforms against a clear set of criteria focused on long-term scalability and immediate eCommerce impact. This thorough process was designed to find a true partner that could support their complex catalog and long-term growth goals.
This meticulous research led them to select Syndigo for its unique combination of retail syndication coverage, scalability, and support. The platform offered the strongest alignment with their key retail partners—including Amazon, Walmart, Target, Costco, Wayfair, and Dick’s Sporting Goods—and could seamlessly manage a complex catalog of thousands of puzzles and over 60 sports licenses without spiraling costs or complexity. Furthermore, Syndigo provided a truly unified experience by bringing PIM, enhanced content, and Digital Asset Management (DAM) capabilities into a single interface, fostering better cross-team collaboration. This was all backed by fast, proactive customer support that often identified issues before they became problems, making Syndigo the clear choice.
For the team at Buffalo Games, the operational shift from relying solely on Vendor Central to leveraging Syndigo’s platform resulted in immediate and measurable gains. The new workflow transformed their most time-consuming manual tasks into streamlined, efficient processes.
By successfully migrating 90% of their product catalog into Syndigo PIM, Buffalo Games has fundamentally transformed its digital commerce operations. This new unified view of their catalog has unlocked significant, measurable gains across the board, turning previous bottlenecks into opportunities for growth. The impact is clear in several key areas:
30–50% faster new item launches – Spring/Summer product lines (30–40 new items) went live weeks sooner, driving faster sales and Amazon search positioning.
Reduced returns – Accurate, real-time content reduced shopper confusion and product returns.
Revenue protection – Compliance updates across 500+ products are executed in under an hour, avoiding weeks of lost sales.
Hours saved daily – Puzzle and licensing teams cut significant manual work with bulk editing and advanced filtering.
Strategic enablement – Teams shifted from firefighting to testing enhanced content, creative storytelling, and sales optimization.
Beyond the platform’s technical capabilities, the team at Buffalo Games emphasized the day-to-day impact of Syndigo’s intuitive design and exceptionally responsive support.
With Syndigo now at the core of their digital commerce operations, the team at Buffalo Games has transitioned from a reactive, tactical approach to a proactive, strategic one. This fundamental shift has not only delivered immediate, measurable business impact but has also provided the foundation for their long-term growth plans.
This new strategic footing allows the team to look ahead and leverage Syndigo for their long-term growth initiatives:
Retailer expansion: New direct integration with Dick’s Sporting Goods, plus expanded features for Amazon 3P, Walmart 1P, Target 1P, and Wayfair.
Creative refresh: A full puzzle catalog overhaul with updated images and copy to reach new audiences and deepen engagement.
AI innovation: Exploring integrations with ChatGPT and creative AI tools to streamline image creation, asset sharing, and SaaS workflows (e.g., Airtable, Box).
For a company managing everything from puzzles to licensed sports games sold nationwide, solving their complex eCommerce challenge required a solution that could deliver on multiple fronts. “We looked at multiple platforms, but Syndigo’s retail coverage, SKU scalability, and customer service made it the clear choice,” says Matt Krueger.
That decision has paid off, allowing Buffalo Games to scale faster, reduce costs, and improve the customer experience. With fewer returns, faster launches, and thousands of dollars in avoided downtime, Syndigo has become more than a tool—it’s a strategic partner fueling their next chapter in eCommerce.
