Computer entertainment specialist Game has disclosed stellar Christmas trading figures, as a result of focus on a changing customer base and “unprecedented” range and quality of products.

Comparable store sales surged 30.3 per cent in the retailer’s core UK and Ireland market. Total sales for the UK and Ireland leaped 77.9 per cent. Group sales, taking in overseas stores, rose 31.9 per cent on a like-for-like basis and 76.3 per cent in total.

Game chairman Peter Lewis said the sales performance was “outstanding” when compared with strong previous figures and was confident in Game’s continuing success.

“Our customer demographics are changing, with more women and mature gamers buying products than ever before,” he said. “Our strategy of evolving our specialist proposition to meet the demands of these customers has driven our record growth.”

The retailer noted that the increasing importance of games hardware in the sales mix, along with the lower margins achieved at recently acquired chain Gamestation, will reduce gross margin by approximately 290 basis points for the full year. Game expects preliminary profits to come in at no less than£73 million.

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