Game prepares relaunch ad campaign

Be the first to comment
Game Group: ditching Gamestation brand
Game Group: ditching Gamestation brand

Game Group has unveiled a fresh marketing strategy based on value and 'honesty', following the merger of its Game and Gamestation high-street brands.

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.

SUBSCRIBE TO CAMPAIGN

Only £49 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites

SUBSCRIBE

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Trending

Just published