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Gamestation to be re-branded as GAME

by Alistair Lowe on 17 September 2012, 11:45

Tags: GAME, Gamestation

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Bought-out by GAME back in 2007, Gamestation has continued to operate with its own branding and prices, for the past five years.

Not so long ago, however, the GAME Group ran into serious financial turmoil, ultimately to be bailed-out of administration by OpCapita, however, not before having to let go of staff and stores across the country. Likewise, at the time, web-subsidiary, Gameplay, was integrated into the Gamestation brand.

Despite cutting-down on its number of stores, closing redundant branches in towns where more than one store was present, GAME continued to suffer from a diluted customer base, with its own shops, separately branded GAME and Gamestation, effectively competing with each other.

The argument was, of course, that each brand appealed to a different type of gamer. This train of thought wasn't wrong, however, with falling retail sales and profit margins in gaming all-round, the overheads of running multiple stores and brands aren't something to ignore, likewise, with GAME being the only dedicated gaming retail chain left in the country, chances are that much of Gamestation's consumer base would switch-over to GAME, should the brand disappear.

And so, disappear it shall. GAME has confirmed that it will be re-branding all of its Gamestation stores as GAME, in the near-future; placing an end to the retail confusion and hopefully streamlining operations which, with any luck, will be a big step in returning the group to profit.

Of course, one of Gamestation's points of appeal was its pricing and second-hand trading, we wonder if GAME will take any steps to cover this lost ground.



HEXUS Forums :: 18 Comments

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About time tbh, we have a game and gamestation within 50 feet of each other
Personally I've always preferred the look and feel of Gamestation over Game. The Game branding in my opinion is really poor and I've rarely found proper gamers in Game, or at least ones that could actually communicate this to you. The local Game in Cheltenham seems more interested in hiring hipsters than gamers…
The real shame is that Gamestation and Game USED to be different before the takeover. Gamestation used to have a section for retro stuff, usually in the window or a cabinet at the back where you could find old SNES games, Mega Drive Games, N64's and even the occasional rarity like a Vectrex.
That's what used to set Gamestation apart but they axed that pretty quickly - I guess because it never made much money, but I don't think I've been inside either store since then. I used to always go in just to look at the retro stuff and I guess I couldn't have been the only one.
Bunjiweb
Personally I've always preferred the look and feel of Gamestation over Game. The Game branding in my opinion is really poor and I've rarely found proper gamers in Game, or at least ones that could actually communicate this to you. The local Game in Cheltenham seems more interested in hiring hipsters than gamers…

Ditto.
I'd hesitate to say that it's only proper Gamers in gamestation, but staff are usually much friendlier and it just has more of the vibe of the old indy stores.
Game on the other hand is possibly the most soulless store to appear on the high street. Just a bland colour scheme, shelf after shelf of boxes and the staff just look miserable (making them dress up probably doesn't add to their fun).
goldcd
Ditto.
I'd hesitate to say that it's only proper Gamers in gamestation, but staff are usually much friendlier and it just has more of the vibe of the old indy stores.
Game on the other hand is possibly the most soulless store to appear on the high street. Just a bland colour scheme, shelf after shelf of boxes and the staff just look miserable (making them dress up probably doesn't add to their fun).

True. I hate going into a GAME store now - I prefer PC World and thats not somewhere I really want to go!