The retailer, which was saved from administration by investment firm OpCapita in April, is to drop the Game-station brand, and will position Game as a multichannel chain that offers customers market-leading value.
The changes will be flagged up initially through in-store activity and a direct marketing campaign. Game plans to launch above-the-line ads in November, to communicate its new tone of voice, based on ‘honesty, humility and humour’.
It will remind consumers that ‘the best bits’ of Game-station, such as the expertise of its staff, will be retained. In addition the retailer will launch a mobile site and its first app, which will be linked to its loyalty card.
According to Anna-Marie Mason, marketing director for Game, this strategy will help it better contend with online retailers in the gaming sector, competition she admits it was previously ‘intimidated’ by.