Gamestation shops to be rebranded as GAME - report

UPDATED: GAME boss gives details.

Update: GAME Retail boss Martyn Gibbs has spoken about the rebranding decision. There will be a new loyalty scheme; Gamestation's trade-in price-match will remain; there will be Wi-Fi in all shops; a GAME app; a better PC download service; and a new store feature called GAME Hunter.

GAME Hunter will let shoppers browse and order - for delivery to any UK address - any game from GAME's entire range, presumably via a computer in store. These can be old and new games and either physical or digital.

Said he, speaking with MCV: "The new GAME will combine the best of both brands. For example, the Gamestation trade-in proposition, 'We Won't Be Beaten On Trade-In', continues under the new unified brand and likewise the passionate and knowledgeable gamestation store teams stay with us and continue to provide outstanding support and advice for all gamers.

"Our aim is to hold the UK's biggest range of games, gaming gear and exclusive content whilst also ensuring that we are constantly evolving, listening to our customers and adapting our approach to really deliver for them. The above initiatives are only a snapshot of a whole host of exciting plans in the pipeline: new titles, formats, partnerships, digital initiatives. We forward to sharing them with our customers as soon as we can."

Original story: All Gamestation shops are to be rebranded as GAME shops, GAME Retail announced during a private meeting today, MCV reported.

Eurogamer contacted GAME about the report, but were told the chain could not yet comment.

Gamestation and GAME were once rivals, until GAME acquired the more hip and core gamer-facing chain of shops in 2007.

Gamestation shops make up 122 of GAME Group's 341 stores. The shop names may be different, but the two brands have long touted the same game prices among other things.

What will become of is as yet unclear.

Previous GAME and Gamestation owner GAME Group PLC collapsed earlier this year, only to be reborn as Game Retail Ltd.

Sometimes we include links to online retail stores. If you click on one and make a purchase we may receive a small commission. For more information, go here.

Jump to comments (118)

About the author

Tom Phillips

Tom Phillips

News Editor

Tom is Eurogamer's news editor. He writes lots of news, some of the puns and all the stealth Destiny articles.


You may also enjoy...

EA reportedly cancelled a Star Wars Battlefront spin-off last year

"'Too many cooks' was a running theme," say sources.

Spawn is the next addition to Mortal Kombat 11

...and this action figure just might hint at what he'll look like.

VideoThe Room series' spooky escape room escapades translate perfectly to VR

The Room VR: A Dark Matter is Watson this week's Ian's VR Corner.

Is Apex Legends' Revenant's hitbox broken?

"It's really frustrating feeling like he's made of tissue paper."

Comments (118)

Comments for this article are now closed. Thanks for taking part!

Hide low-scoring comments