Game is piloting a fascia called Pure Entertainment in an effort to diversify from computer games and capitalise on the booming DVD market.
The retailer opened two 1,200 sq ft (110 sq m) stores, in Bristol and Reading, at the end of last month. The venture is the latest phase in a battle for DVD market share, following the arrival of specialists Silverscreen and Filmnight. HMV and Virgin Megastores have also upped DVD space.
A Game spokesman said: 'We are using a similar model to Game stores. Pure will be specialist, with a strong focus on customer service, a huge range and staff who are knowledgeable about the products.
'We are trialling a variety of formats and ranges in-store, so have no plans to open any more at the moment. The DVD market is at an exciting stage and growing. We think there are good opportunities for a specialist chain.' Some DVD players will also be sold.
He would not comment on when any expansion programme for Pure might start.
Game has also given space in Pure to gadgets and gizmos e-tailer Firebox, which has branded units. Retail Knowledge Bank research director Robert Clark said: 'This diversification suggests that it (Game) feels that the game market is beginning to mature and is looking for expansion elsewhere. It is logical.'
The value of the DVD market, about£2 billion at present, is expected to reach£2.6 billion by the end of next year.
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