GAME targets PC gamers, becomes first UK shop to make Steam Wallet Codes available to buy in-store

If you can't beat 'em...

GAME is the first UK shop to make Steam Wallet Codes available to buy in-store.

GAME said today its deal with Valve “heralds the dawn of the retailer's increased offering for PC gamers”.

The Steam Wallet Codes are available to buy in four denominations: £5, £10, £20 and £50. Take the Steam Wallet box to the till and you'll get a sales receipt with a Code printed on it. Pop that into Steam and away you go.

GAME boss Martyn Gibbs said the partnership is part of the specialist shop and Valve's effort to “grow our PC gaming communities together”.

“The partnership forms a significant part of our increased offering for any PC gamer which will also include a full digital catalogue available on tablets in store to browse and new ways to pay for digital downloads, making the process easier and more secure than ever.”

GAME has spent the last six months steadying the ship after it nearly went out of business earlier this year.

Under new owner OpCapita it has tried to expand its offering, with a focus on digital and the in-store experience.

Valve business development boss Jason Holtman added: “GAME is the leading retailer of gaming content in the UK - one of the world's largest gaming markets. By making Steam Wallet codes available at GAME, we are together delivering more purchasing options for gamers.”

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Wesley Yin-Poole

Wesley Yin-Poole

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Wesley is Eurogamer's editor. He likes news, interviews, and more news. He also likes Street Fighter more than anyone can get him to shut up about it.

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