Surviving the Digital Age: GAME's Plan to Thrive in a Changing Industry

Nick Arran, a veteran of the video games retail industry, took the reins at GAME in July 2020, amidst the pandemic. Despite the challenges, Arran expresses excitement about the rapid changes in the industry and the opportunities they bring. With the support of Frasers Group, GAME's parent company, Arran has been working to create a sustainable business model for the future. The company has had three solid years, with a strong online presence and successful console launches. However, the decline of physical game sales has prompted GAME to diversify its offerings, particularly in the toy sector. Arran emphasizes that gaming remains the core business, but the company must adapt to the shifting market landscape. GAME has expanded its toy range, targeting customers of all ages, and has seen significant growth in this area. The company continues to partner with publishers on exclusive items and hosts events to create a unique experience for customers. While platform holders like PlayStation have started selling products directly to consumers, Arran believes that GAME's strengths lie in its ability to offer a personalized experience and trade-in options, which are becoming increasingly important in the current economic climate. As the cost-of-living crisis continues, GAME is poised to benefit from its trade-in program, which allows customers to offset the cost of new purchases. With a plan in place for the future, GAME is expecting a strong year ahead, with new locations, expanded toy offerings, and a growing presence in the market.