Surviving the Shift: How GAME Plans to Thrive in a Changing Gaming Landscape

Nick Arran, a veteran of the video games retail industry, took the reins at GAME in July 2020, amidst the uncertainty of the pandemic. Despite the challenges, Arran expresses enthusiasm for the changes he's witnessed in the industry, stating that it's been an exciting experience to be at the forefront of this transformation. With the support of Frasers Group, GAME's parent company, Arran believes the business has been given the necessary resources to thrive. Over the past three years, GAME has seen solid performance, with a strong year following the release of new consoles and a notable increase in toy sales. The toy business has become a crucial aspect of GAME's strategy, with a focus on attracting new customers and providing a year-round offering. Arran emphasizes that gaming remains the core of the business, but acknowledges the need to adapt to the decline of physical game sales. By expanding its toy range and partnering with publishers on exclusive items, GAME aims to create immersive experiences for customers and make game launches feel like events. While platform holders like PlayStation have begun selling products directly to consumers, Arran sees this as a challenge that GAME must navigate. He believes that the cost-of-living crisis has made trade-in more important, and GAME is well-positioned to capitalize on this trend. With plans to open new locations and grow its toy business, Arran is optimistic about GAME's future in the gaming industry.