Myself and several members of the Gamer Social Club team were once members of the GAME workforce, and they are memories we truly all cherish. Across the Xbox 360 / PlayStation 3 / Wii era, GAME was a UK juggernaut and the number one place to go to get your games, accessories and even strategy guides. It was always busy with great, loyal customers and passionate staff members who had a genuine love for the products they sold.
Whilst the retailer grew greedier and greedier during those times, with some rather horrible products to push to customers – extended warranty ‘GAMECare’ being highly notorious in its time – it was a great place to work. Times have changed, hard.
GAME has nearly fallen apart several times including a period of imminent collapse during my time in 2012, then once again in 2019 before UK business billionaire, Mike Ashley purchased the company for £51.9m. A controversial figure, but an incredibly successful businessman, it appears that Ashley and his Frasers Group have failed to turn the company around.
The Business Desk have reported that GAME and its c240 retail locations across the UK are now at risk: “Game Retail, the high street company owned by Frasers Group, has put administrators on standby. Game has filed a notice of intention to appoint administrators (NOI) through law firm RPC, giving the business a 10-day period of protection from creditor action while it considers next steps for its UK operations”.
GAME has struggled to remain relevant with the incredible rise of digital games, particularly in the console space. In the ‘good times’, the UK console games market was almost completely physical. But, with digital only consoles including the Xbox Series S and PlayStation 5 Digital models, combined with the ease of access of digital games in general, it is no surprise the company’s core business is unsustainable.
What may come as a shocking surprise to Stateside readers, GAME hasn’t even offered trade-ins or pre-orders since 2024. Many gamers have reported on X / Twitter over the last couple of years that pre-orders from their website have arrived late or not as sold.
GAME has diversified heavily away from physical games sales. I recently popped into my local store, which I worked in over 15 years ago, and it is now at least two thirds non-videogame products. There are more shelves for Funko Pops than Xbox products, and more LEGO than PlayStation products. It is a depressing sight.
Will GAME survive again? I’d bet my old lanyard it won’t.
What memories do you have of GAME? Are physical game stores worth saving? Let us know in the comments below or join the friendly and active Gamer Social Club Discord to chat about all your favourite video games.
