GAME plans to open concessions in WHSmith.
It's a small number of concessions, GAME told Eurogamer sister site Gamesindustry.biz.
"GAME Retail is rolling out a small number of concessions as part of an ongoing trial across WHSmith stores in 2016," reads a statement.
"Alongside our 300 high street stores it means easier access to top video games, accessories and merchandise for our community of gamers nationwide."
It's an interesting move for GAME, which has focused on larger stores in recent years as it pushes gaming "arenas" under the Belong brand.
And it's an interesting move for WHSmith, which stopped selling video games back in 2010.
Now seems like a good time to check in with GAME to see how it's doing. The answer: not great. It missed its sales targets last Christmas, resulting in a whopping 81 per cent drop in profits year-on-year.
With the release of the PS4 Pro, Nintendo Switch and Project Scorpio, GAME will be hoping better times are ahead.