Gamestation Rebrands as GAME, Set to Offer "Best of Both Brands"

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From September, all 122 Gamestation stores in the UK are to be rebranded as GAME, it has been revealed.

Game Retail own both Gamestation and GAME, so ownership has not changed hands. The move is merely an attempt to grow the business following the firm’s recent troubles, which have included mass redundancies and store closures.

GAME positions itself as the brighter, cleaner, more mainstream videogame retail outlet, while Gamestation is currently tailored more towards core gamers. It’s a bit darker, grubbier and smellier, basically. I like it.

Game Retail says that the new chain will combine the accessibility of GAME with the knowledge and passion of Gamestation.

“The new GAME will combine the best of both brands,” said  Game Retail boss Martyn Gibbs. “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.”

The company also says that from October it will be rolling out a new scheme called GAME Hunter, which will offer customers access to new, old, physical and digital titles as part of a delivery service.

A new loyalty scheme will also be introduced that combines those employed by both GAME and Gamestation. And don’t worry, if you have existing Gamestation points they’ll carry over once the stores rebrand.

[via MCV]


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