Game ditches Gamestation fascia as it launches new in store initiatives

The games specialist, which was bought out of administration by OpCapita in April, is aiming to rebadge all Gamestation stores to Game by the end of October.

Game chief executive Martyn Gibbs told Retail Week: “We did an immense amount of research, the brand credence of both are very strong. But if we were starting the business today there is no better name than Game. We want to keep it simple, we don’t want to cloud our proposition.”

Game will also introduce a raft of new initiatives including a new loyalty card, Wi-Fi in stores and a new stock management system.

Gibbs said the retailer has focused on reinstating supplier relationships. In the run up to the Game administration, the retailer lost support of crucial suppliers including Nintendo.

However, Gibbs said Game now has the support of suppliers including Nintendo. He said games publishers are “very much focused on the future with us”.

The 341-store retailer said it had gone from “strength-to-strength” since being bought by OpCapita.

Gibbs, who was formerly managing director UK, Eire, Scandinavia and Czech Republic at Game before leaving in August 2011, said under new owners the retailer is able to invest once more.

He said: “The business has all the cash it needs, from stock to investing in the business. There’s a significant investment programme in the stores. OpCapita has a passion for the business. They pulled the business from administration, they saved jobs and are giving us the investment we need to launch a very different approach.”

Game is aiming to introduce more theatre into stores by giving tablets to staff as well as providing in-store consoles so customers can try out games.

The new loyalty card will stem from the existing Gamestation scheme, which Gibbs said is superior to Game’s. It will be accessed from a new app. Gibbs said he wants to “build the UK’s most valuable community of gamers”.

New stock management system Hunter will allow customers “access to the company’s entire range, ensuring that gamers can get hold of all types of game, both old and new, physical and digital, order it and have it delivered it to any UK address”.

The retailer will also launch a “bigger and better digital PC download” offer.

Gibbs added: “A big focus for us is growing our digital market share, becoming a true omni-channel retailer and holding the UK’s biggest range of games, gaming gear and exclusive content, all of which will bring us ever closer to our goal of delivering excellence and unrivalled value for UK gamers.”

Game said it has a market share of about 30%, with 2.5 million customers per week and 12 million loyalty scheme members.