GAME: The Last Bastion of Physical Video Games

When Nick Arran took the reins at GAME, the world was in the midst of a pandemic. The company's stores were closed, and its online store was shouldering the burden of the business. However, Arran, a veteran of the video game retail industry, was undaunted. With a background that includes stints at HMV, Blockbuster, Amazon, Sainsbury's, and ShopTo, he was well-equipped to lead GAME through this challenging period. The pandemic presented numerous challenges, but GAME's online store helped mitigate the impact. The company also benefited from the release of new consoles, which drove sales and helped offset the decline of physical game sales. Furthermore, GAME's toy business experienced significant growth, particularly during the Christmas season. Arran emphasizes that gaming remains the core of GAME's business, but the company is also exploring other avenues, such as toys, board games, and tech. The goal is to create a general entertainment experience that appeals to a broad range of customers. GAME's toy business, in particular, has shown promise, with sales increasing by 150%. The company has also undergone a store portfolio transformation, with fewer standalone stores and more concessions in other outlets, such as Sports Direct and House of Fraser. This shift has enabled GAME to trade from over 300 locations, including 90 standalone stores and 170 concessions. While the video game industry is evolving, Arran believes that physical games still have a place in the market. GAME will continue to champion physical games, particularly collector's editions and exclusive products. The company has also partnered with publishers to create unique experiences, such as midnight openings and complete store takeovers. One area where GAME has seen significant growth is in its toy business, which now accounts for a substantial portion of its sales. The company is targeting adults, as well as children, with its toy line, which includes popular brands like Lego, Transformers, and Barbie. This strategy has helped GAME attract new customers and increase sales. In terms of the future, Arran is optimistic about GAME's prospects. The company is in talks with Frasers Group to open more concessions and expand its reach. With a strong toy business and a renewed focus on physical games, GAME is well-positioned to thrive in the evolving video game industry. The cost-of-living crisis has also presented opportunities for GAME, as consumers look for ways to save money. The company's trade-in program, which allows customers to exchange old games for new ones, has seen a resurgence in popularity. This program not only helps customers save money but also encourages them to purchase more games and toys from GAME. In conclusion, GAME has navigated the challenges of the pandemic and the digital age, and is now poised for growth. With a strong toy business, a renewed focus on physical games, and a commitment to creating unique experiences, GAME is ready to face the future with confidence.