Source - BBC
Electronics Boutique is set to be rebranded as Game in the UK, a company spokesperson has told the BBC. The move is a far-fetched attempt to distance the UK company from the American firm of the same name. The current Electronics Boutique in the UK does not wholly own its name, whereas it wholly owns the Game brand name. Game and EB have nervously co-existed in many town and shopping centres for years, and when one purchased the other, the price and catalogue of both stores was more or less standardized. Nevertheless, EB is considered a stronger brand, and many analysts are calling this move - to cost the company in the region of £6m - rather extreme.