GAME and Gamestation brand separation being reviewed, says CEO

GAME group CEO Martyn Gibbs has said the company is researching the possibility of combining the GAME and Gamestation brands, or possibly doing away with one altogether.

Speaking with MCV, Gibbs said the group is doing extensive research with "store teams and various different gamer sets across the UK," to determine what is needed or wanted "from a specialist."

"We’ve done an immense amount of research looking at what we need to do as a business and we’ve really listened to what the UK’s customers and gamers are saying," he said. "We’ve been involved in an extensive local and national marketing campaign and our wealth of information from our loyalty card holders shows that customers were fighting really hard for us as well.

"The speed with which we’ve seen people come back has really shown the love and the passion out there in the UK marketplace and that community support is absolutely invaluable.

"It’s obviously an enormous piece of work that we’re going through and we’re nearing the end of it. We wil have the answers to this very shortly. Any retailer reviews their property on an ongoing basis to make sure that they've always got the right stores in the right place for the right consumer set.

"Our property team is working tirelessly ."

GAME has announced last month it would close its flagship store on Oxford Street, London, but Gibbs said the retailer hopes "to find a new site... [and] bee back in the West End soon."