GAME to battle summer release drought with in-store events

UK retailer GAME has revealed it will try to lessen the impact of the upcoming release drought over the summer with in-store events and other promotions.

The company, who was rescued from near failure last year, plans to reach out to customers with special events they can only get by heading to a store. This month, 75 GAME stories will open late so that customers can go hands-on with The Last of Us before its official release.

"The Last of Us will be our biggest lock-in to date with 75 GAME stores. In the past few weeks alone we’ve run a Grid 2 lock-in series and an Injustice lock-in tournament," GAME brand engagement manager James Taylor told MCV. Events were also previously held for Gears of War: Judgement and God of War: Ascension.

The company says it'll keep experimenting to keep customer interest high, and there's some more quotes and details over at MCV.